Merys Way

The biggest challenge in social media isn’t how to go viral. It’s how not to be boring. 🥱 

Don’t worry, I’m not talking to you.
I’m talking to brands 🙂

For personal accounts, I would always recommend “better done than perfect.”
We often feel too shy, not skilled enough, or underqualified to craft a post and press publish.

The solution to that insecurity is simple: just start!

However, when we talk about brands… here starts the real challenge.

There’s so much information you must share to please everyone:
latest announcements, product updates, educational content, promotions, recaps, acknowledgements. You name it.

All of this has to be shipped for one reason or another, even if deep down you know the message won’t excite many people.

So how do you deal with it?

I have two takes on that:

First, work on your language ;)

No matter what you want to say, there are hundreds of ways to say it.
From the most obvious and generic, worn out by others, to unpredictable, niche, and surprising.

I would always suggest choosing the second path, even if it feels uncomfortable.
It’s better to be misunderstood by some than scrolled past by most.

What we need more of is sharp language, bold takes, storytelling angles, and surprising punchlines.
And don’t mistake niche language for sophisticated language.
The simpler you speak, the better understood you’ll be by a wider audience.

Second take, and this is important to realize early on: not every post is meant to go viral.

We should divide content based on the reaction we want to trigger.
Some posts build industry authority. Some strengthen relationships with clients or fans. Some drive brand growth. Some convert into product sales.

Not every piece is a “growth” post generating massive reach and likes.
But you need all of them to build the right positioning.

Some posts will make you well-known. The ones that spread across the internet like wildfire.

But other posts will make you recognized as a leader. They might not be popular, but they will strongly boost your authority.

So the real question you should ask isn’t how to get more views.

It’s whether your content makes your brand memorable.

The biggest challenge in social media isn’t how to go viral. It’s how not to be boring. 🥱 

Don’t worry, I’m not talking to you.
I’m talking to brands 🙂

For personal accounts, I would always recommend “better done than perfect.”

We often feel too shy, not skilled enough, or underqualified to craft a post and press publish.
The solution to that insecurity is simple: just start!

However, when we talk about brands… here starts the real challenge.

There’s so much information you must share to please everyone:
latest announcements, product updates, educational content, promotions, recaps, acknowledgements. You name it.

All of this has to be shipped for one reason or another, even if deep down you know the message won’t excite many people.

So how do you deal with it?

I have two takes on that:

First, work on your language ;)

No matter what you want to say, there are hundreds of ways to say it.
From the most obvious and generic, worn out by others, to unpredictable, niche, and surprising.

I would always suggest choosing the second path, even if it feels uncomfortable.
It’s better to be misunderstood by some than scrolled past by most.

What we need more of is sharp language, bold takes, storytelling angles, and surprising punchlines.
And don’t mistake niche language for sophisticated language.
The simpler you speak, the better understood you’ll be by a wider audience.

Second take, and this is important to realize early on: not every post is meant to go viral.

We should divide content based on the reaction we want to trigger.
Some posts build industry authority. Some strengthen relationships with clients or fans. Some drive brand growth. Some convert into product sales.

Not every piece is a “growth” post generating massive reach and likes.
But you need all of them to build the right positioning.

Some posts will make you well-known. The ones that spread across the internet like wildfire.

But other posts will make you recognized as a leader. They might not be popular, but they will strongly boost your authority.

So the real question you should ask isn’t how to get more views.

It’s whether your content makes your brand memorable.

This industry is about relationships. Never underestimate that 🤝