A joke about running a business and a video explaining a customer's problem can both be useful. They don't have to produce the same result.
We've made broader, relatable reels that got views. I've also made simple talking-head pieces with much smaller audiences that seemed to bring more relevant conversations and followers.
I'm still learning, and those are small, anecdotal results. They've made me pay more attention to what each piece is meant to do.
Some content helps people discover you. Some helps them understand a problem and the way you approach it. Some explains the offer and gives them a reason to contact you.
If you only make the first kind, people may recognise you without understanding what you sell. If you judge every piece by reach alone, you can overlook work that helped a smaller number of potential customers make a decision.
I still see a place for the broad content. Humour and relatable situations can get attention, and I enjoy making some of that with the team. I also want to teach something useful and explain the business.
We've had to look at that balance ourselves and be clear about what we're trying to achieve with each post.
Before reviewing the numbers, name that job. Was this meant to introduce us, explain a problem or sell a solution? Then look for the response that tells you whether it helped do that job.
