Most brands post on social media like they’re shouting into a megaphone: “Look at our product! Look at our product again! Oh, and here’s our product in a slightly different angle!” Then they wonder why engagement is dead. The truth? Nobody cares about your product until they care about your brand. Use these simple strategies to build trust, grow community, and stay top of mind without turning your feed into a billboard. These strategies have been battle tested, and work. So let’s break it down.
For Product-Based Brands: Stop Selling Every Post (5, 3, 1 Rule)
If you sell stuff such as apparel, food, or cars, it’s time to reprogram your posting strategy. And here’s your cheat code:
✅ 5 Posts Per Week About Your Audience
- Make your audience the main character, not your product.
- What do they like to do? What do they watch? What gets them fired up?
Example: Red Bull. You don’t see endless cans of energy drink. You see skydivers, snowboarders, and F1 cars flying down straightaways. That’s audience-first storytelling.
Your job:
- Post what your audience wants to see themselves in.
- Make it feel branded without feeling like an ad.
- Save the hard sell for one in every 10 posts. Once you’re established, make it one in every 20-25
That’s how you build a brand people want to join. Remember, they won’t buy from you unless they can see themselves representing your brand. Can you have people wearing your branded apparel? Yes, of course. Red Bull does this a lot through their events, athletes / brand ambassadors.
✅ 3 Posts Per Week That Feature Your Product Passively
- This is your product placement era.
- Feature your product naturally in the content, but let the story or vibe take the spotlight.
Example: A craft beer brand posting clips of a backyard hangout, not a perfectly lit photo of a can. The product’s there, but it’s part of the scene, not the sales pitch.
People don’t hate ads. They hate knowing they’re being sold to. Now have a brain, your content screams “promotion,” you’re creating brand fatigue, not brand love.
✅ 1–2 Posts Per Week That Humanize Your Brand
People buy from people. Period.
- Show the faces behind your brand.
- Talk about your mission.
- Highlight causes you actually care about.
That’s what turns casual followers into loyal fans. Because your goal isn’t “buy this.” It’s “join us.”
For Service-Based Brands: Show, Don’t Sell
If you’re a service provider, it’s even easier to slip into pitch mode. So here’s your breakdown of the 5-3-1 Rule:
✅ 5 Knowledge Shares Per Week
- Share useful industry content like stats, insights, or new trends.
- But don’t just repost it, and add your perspective
- Tag the expert, and expand the conversation
Example: Let’s pretend you’re a landscaper. You might share a post from a lawn irrigation company about why you should water in the early morning, and not late evening.
Most importantly, when you’re the consistent source of value, people start seeing you as a resource, not a salesperson.
✅ 3 Original Posts Per Week That Add Value
This is where you build thought leadership. Examples:
- Lessons from your own client work
- Things you’ve actually tested
- Case studies or opinions that challenge industry norms
Skip the self-promo. Teach something instead.
✅ 1–2 Personal Posts Per Week
Show the human behind the business because they are your business. Examples:
- Talk about the mission behind your company
- Talk about its culture
- Showcase the people
For example, I post about DRVN Media’s real work-to-live culture and why I believe burnout shouldn’t be a badge of honor.
These posts build authenticity. They’re what people connect to.
The Math That Makes It Work
When you follow this cadence:
- 80% of your content is audience-first, so make your audience the star
- 20% is flexible, fun, and human
That balance keeps your feed fresh, relatable, and most importantly engaging. Five of those posts can be based on content that’s already trending or proven to perform. Three are original insights that add value. One or two are those wildcard moments that help your audience connect with you personally.
That’s how you create a brand that feels alive.
Don’t Just Post. Engage.
Posting isn’t enough. You also need to show up in your community. Here’s the quick engagement formula:
✅ Like 5 Posts Per Day
- Focus on posts from your industry or people in your ideal customer profile. It’s a simple way to stay visible.
✅ Comment on 3 Posts Per Day
- Be genuine, and real value. If you were Red Bull, you’d comment “Holy sh*t, I can’t believe you landed that.” If you’re a pool installation company, you might comment “D@mn that looks nice – congrats on your new home.” That’s the tone. Natural. Fun. Human. And have a brain – notice how none of those comments are trying to sell the user anything? You’re just showing up, and that’s it!
✅ Connect with 1 New Account Per Week
- Choose someone who aligns with your audience or interests. Build relationships, not just followers. If you’re in the soundproofing business, this could be commercial contractors or architects. If you run a golf course, this could be avid golfers in your community.
The Goal Isn’t Sales. It’s Belonging.
Whether you sell products or services, your content should invite people in, not chase them down. When your audience starts to see themselves in your brand, you’ve already won.
So stop trying to get them to buy, and get them to join your brand.
