Are you boring your audience to tears?

Learning who your audience is, what they expect to hear from you, and not going on a random tangent are solid foundation blocks when creating social media content.

We’ve all been there, cornered at a party by a total bore with no “unfollow” button in sight. It happened to me at a Christmas party last week. A complete stranger bailed me up for an hour with gruesome details of her recent medical journey. I had not even asked her name as the details were thrust upon me. While I had a degree of sympathy for this woman, the tears of boredom arose because: 1. I did not know her at all, so definitely not well enough to engage in such an intimate conversation about her health. 2. I had no experience of what she was experiencing, so I lacked empathy. 3. I am not a gruesome surgery enthusiast. 4. Confusion about why she was telling a total stranger this information and how am I supposed to react. (Nods and awkward smiles were all I could muster). An appropriate audience for her story would have been: 1. A friend or family member. 2. Someone going through a similar journey. 3. A psychologist or support group. And then this story may have engaged, informed, and even offered support. Because the Christmas party was related to a fitness club, a topic that may have been more inclusive (and expected) would have been: 1. How long we have been on our fitness journeys. 2. What exercises we enjoy. 3. What our fitness goals are for 2024.

(Or if anyone wanted to offer an uplifting or funny story, I would have relished in that.) When we offer a specific service, our followers have an interest in that topic and expect us to supply expert opinions, tips, or ways they can use the service. We need to leave them feeling like they are a part of the story and understand how we can help them – and especially leave them feeling clear about why you are telling them a certain story. If your content is unrelated and confusing, your potential clients do not have to sit through it looking for an exit. They are empowered to stop reading and will click the unfollow button. Every time you post something ask yourself: Is it relevant, engaging…or at least fun?

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