Why “Social Media is Dead” (What Business Owners Should Do Instead)
Let’s be real, posting on social media doesn’t hit the same anymore.
You spend an hour writing the perfect caption, finding a trending sound, and hitting post... just to get a few likes and your mom’s comment saying “So proud of you!” (Thanks, Mom.)
So what gives?
It’s not just you. Social media as we knew it is changing fast—and some are saying it’s officially dead.
But here’s the truth: it’s not dead. It’s just different.
And that’s actually good news.
So, what changed?
Social media used to be about sharing updates with your friends and showing off what you had for lunch.
Now, it’s become something else.
People scroll for value. They want helpful tips, relatable stories, and quick wins they can use today.
They don’t want a sales pitch. They want to learn, laugh, and feel seen.
This shift is called interest media and it’s your new best friend.
Katie Steckly is one of the creators who has been vocal about this shift away from social-first content and toward value-first content often calling it the rise of interest-based media on platforms like Instagram, YouTube, and TikTok.
“We’ve entered the era of interest media—where content is designed for strangers, not friends. People don’t care who you are unless your content serves their curiosity, solves a problem, or makes them feel seen.”
What’s interest media?
Interest media is content made for strangers, not just followers.
It speaks to a need, not a friend list.
Think of it like this:
Social media: "Here’s what I did today!"
Interest media: "Here’s how I can help YOU today."
If you’re a business owner, this change is gold. Because when you stop chasing likes and start sharing value, people notice.
They stop scrolling. They follow you. They share your post with a friend.
They become a lead.
Why business owners need to care
Let’s say you’re a life coach, a photographer (hi, that’s me), or a boutique owner.
You’ve been posting selfies, quote graphics, or random thoughts. But it’s not driving bookings.
That’s because you’re still posting for social media.
Instead, try this:
👉 Share the top 3 questions you get in your DMs
👉 Show a quick before and after client story
👉 Make a Reel that starts with “If you’re struggling with…”
👉 Break down a common mistake in your industry
👉 Give one tip that made your life easier this week
Suddenly, your content is doing more than just existing—it’s helping.
And when your content helps, people trust you. Trust leads to bookings.
What to do now (without burning out)
Let’s keep it simple.
Here’s your 3-step plan to switch from social to interest media:
1. Pick one problem you solve
Don’t try to be everything to everyone. If you help women feel confident in front of the camera (hi again, that’s me), talk about that.
2. Share one story, tip, or insight a day
It doesn’t have to be perfect. It just has to be useful.
Even something like, “Here’s how I got over feeling awkward on camera,” can be powerful.
3. Use one platform well
You don’t have to be everywhere. Start with Instagram, TikTok, or LinkedIn, whichever feels easiest—and show up there with value.
(And don’t be afraid to repeat yourself. People need to hear your message more than once!)
Need help? You’re not alone.
Creating content that connects doesn’t have to be hard. In fact, I help women in business do this every day with strategic branding photos, Canva templates, and a scroll-stopping content vault.
So if you're tired of posting just to post... let’s fix that.
💬 Contact me if you want your content to feel easier and work harder for you.
