Phase 1 - Understanding the Consumer Mindset
Most organisations in the digital age are focusing on producing content that is mostly focused on brand information and campaigns without realising that customers do not visit Facebook or Instagram profiles for information. The key to using these platforms is to increase brand awareness rather than directly marketing the product to the consumer.
Phase 2 - Creating Shareable Content
Instagram and many other platforms, frankly, do not give a damn about the content you are posting; however, they are certainly interested in the content you share. Try this as an experiment: mark 10 reels as 'interested' and then share 5 different reels with your friends. You will notice that your feed will be more oriented towards the content you share rather than the content you deliberately selected as 'interested', hence organisations should focus on creating content that is shared more, rather than just viewed and forgotten.
Phase 3 - Create Memorable Content
In Jeffrey Pfeffer's 'Power: why some people have it, and some don't ', we Learn a precious quote: "you can't choose what you can't remember" hence, modern marketing should not focus on rapidly producing content or increasing brand awareness, but rather should focus on creating memorable content that can position the brand in the public's mind.
Phase 4 - Measuring Through a Different Lens
Stop prioritising:
- Likes
- Follower count
Start prioritising:
- Shares
- Profile visits
- DMs
- Saves
These are growth signals.
Phase 5 - Awareness First, Offers Second
Do not open conversations with selling.
Instead:
- Enter feeds with value
- Stay with consistency
- Earn familiarity
Once attention is built:
- Your profile explains who you help
- Pinned content explains your offer
- Bio points toward next step
Selling becomes frictionless.