Photo by Tima Miroshnichenko

In a time when everyone is selling everything using social media, audiences have become hyper-aware of when they are getting sold to. From personal experience, I get frustrated when creators, specifically on TikTok, try to push their products with little to no subtlety. At the same time, I can list at least a dozen items that I’ve bought on the recommendation of TikTok creators. So, what is the difference between informing an audience on a product versus selling an audience on that product? How can we sell something to an audience conditioned to be cautious of ads? 

I believe the answer, in part, can be found in Hollywood. A cardinal rule in writing, especially screenwriting, is to show and not tell. Andrew Stanton, a screenwriter for many beloved Pixar films such as Toy Story, Monsters, Inc., and Finding Nemo, explains that an audience loves to feel like they are the ones solving the story’s conflicts instead of having information spoonfed to them. Stanton says, “Don’t give them four; give them two plus two.”

In the same way, social media marketing is at its most effective when the audience believes that a product will solve their problem instead of telling them it will. In fact, this idea can also help locate audience groups. If we find what problems our product can solve, then we can target the groups that will benefit directly from our product. Take NISM for example. Many people in the social media field are looking for a way to boost their credibility with potential employers. NISM’s certifications are nationally recognized and have helped many Social Media Strategists take their careers to the next level. Marketing to this group of professionals is easy as there is a built-in problem to be solved. 

Problem-solving is the ticket to a great marketing strategy. But, be careful not to attempt to solve problems that don’t exist — disingenuous marketing tactics will backfire heavily.

So, how can we change “telling” strategies into “showing” strategies? A great way to do this is to open up spaces for listening. If you are a restaurant trying to promote the newest burger on your menu, don’t just say, “Try our new burger, it’s amazing!” Instead, show a quality picture of the burger and include all of the defining features of your new dish. Maybe your burger is unique because it has mac and cheese on top (which is delicious, and I don’t want to hear anything to the contrary). You could even go as far as to use polls on social media where your audience can guess the exciting new entree. This has the added bonus of gathering data on what people are interested in for future reference.

To recap, selling directly to your audience is like pulling teeth and it is rarely effective. A better approach is to show your audience how your product or service can solve a problem or fill a gap in their lives. It doesn’t have to be something monumental, but if your product can add value to their lives, it is best to show that value. 

Think back on your own marketing campaigns. How can you show, and not tell in the future? And if you have incorporated this strategy in your social media content, what changes in engagement have you observed?

Author: Ben Rosenstiel

Ben joined the NISM team as a Social Media Strategist Intern in June of 2024. He graduated from Northern Kentucky University with a Bachelor of Arts in Electronic Media & Broadcasting in 2022 and with a Master of Business Administration in 2023. Ben enjoys making content as a Social Media Associate for the Kenton County Public Library. In his free time, he enjoys playing live music in the Cincinnati area, writing music with his band, and spending time with his amazing girlfriend either reading or watching TV (usually Vampire Diaries).