If you’re frustrated with social media and feel like your content isn’t making the impact you want, here’s my advice: stop posting.
I know—that sounds counterintuitive. But stick with me. There’s another way to grow your audience, make connections, and actually see results from your time spent on social media.
The Traditional Social Media Playbook (and Its Problem)
Most social media strategies follow the same formula:
- Identify your ideal client.
- Figure out their pain points.
- Create content around those topics.
- Post consistently and wait for engagement to roll in.
In theory, it sounds great. But in reality? Social media platforms control what gets seen and what doesn’t. One post might take off, another might flop—and after weeks (or months) of grinding, you look up and wonder, Why isn’t this working? What am I doing wrong?
A Different Strategy: Become the #1 Commenter
Instead of stressing over what to post next, try this: spend a week being the most engaged commenter in your industry.
Seriously. Take 30 minutes (or an hour) each day to scroll through LinkedIn (or whatever platform fits your business) and leave thoughtful, meaningful comments on posts that align with your expertise.
Don’t just drop a “Great post!” and move on. Actually engage.
- Add insight.
- Expand on their ideas.
- Offer encouragement.
In that short time, you could easily leave 10, 15, or even 20 comments. And here’s why it works:
Why Commenting Wins
- Visibility – Your name shows up everywhere. Every time you comment, you’re boosting someone else’s post and getting seen by their audience.
- Thought Leadership – When you add value to a conversation, people take notice. Instead of just pushing your own content, you’re building credibility where it matters.
- Algorithm Advantage – You’re no longer at the mercy of one algorithm. By commenting across multiple posts, you’re tapping into multiple feeds, increasing your reach.
- Relationship Building – When you consistently support others in your industry, they start seeing you as a trusted voice. And over time? Their fans become your fans.
The Bottom Line: Stop Playing the Posting Game
We’ve all tried to build the perfect social media machine—the one that will finally make us go viral and attract a flood of leads overnight. But the truth is, that’s tough (and mostly out of our control).
This strategy, on the other hand? It works. It’s simple. It requires almost no planning. And best of all, it builds your reputation in a way that actually lasts.
So, if you want to grow your presence without constantly stressing over what to post next, try this instead: become the #1 commenter in your space. You’ll be surprised at what happens next.
