The Only Social Media Strategy That’s Worked for Me

I’ve tried a lot of approaches to social media. Scheduled calendars. Hashtag systems. Repurposing funnels. AI content tools. Some worked briefly. Most didn’t. What I found was that the more complicated my strategy became, the less I wanted to stick to it. And the less I showed up.

The only thing that’s worked consistently is this: say something useful, every week, to the right people, in your own voice.

That’s it. No secrets. No hacks. Just real ideas, shared consistently, with a clear point of view.

This post breaks down how that actually works, why it beats most “growth strategies,” and what to focus on if you want to build something meaningful instead of chasing impressions.

Start With What You Actually Want

Most people skip this part. They say they want growth, but they haven’t decided why. Is it to get clients? Land speaking gigs? Build credibility? Sell a product?

Without that clarity, it’s easy to fall into the trap of performance theatre. You start posting what you think will get attention, not what supports your goals. That disconnect shows. You get engagement, but not traction. Visibility, but not momentum.

Decide what success looks like for you. For me, it’s simple. I want the right people to trust my thinking. I want them to feel like I understand their world. If that happens, everything else (clients, projects, opportunities) follows.

Know Who You’re Talking To

You can’t speak to everyone. The people I write for are usually early stage founders, brand builders, and marketers trying to do more with less. They’re not looking for hacks. They’re trying to get clarity. They want strategy that works and stories that feel honest.

That focus makes everything easier. It shapes how I choose topics. It influences my tone. It keeps me from chasing empty trends. Every time I post, I think about what would be useful to the people I care about reaching.

You don’t need to niche down forever. But you do need to be relevant. Speak to the problems and priorities your audience actually has not the ones you think they should care about.

Make One Good Point at a Time

Most posts try to do too much. They include three ideas, five takeaways, and a big emotional pitch at the end. That’s a good way to be ignored.

What works is simple: one post, one point.

You’re not trying to write an article. You’re trying to share a single useful idea in a format people can absorb quickly. That might be a lesson, a perspective shift, a framework, or a short story. But the moment you try to stack too much into a single post, you lose the thread.

I plan my content around themes, not calendars. I think about the conversations I want to contribute to, then write a few different posts that hit those ideas from different angles.

Write Like a Person

The best posts sound like they were written by a human, not a brand. Short sentences. Clear language. No corporate tone. No motivational fluff. Just someone sharing something they’ve learned or noticed.

This is the part most marketers overthink. They write posts like they’re submitting an email to legal. But people don’t want a statement. They want a signal. They want to feel like there’s a person behind the words.

Your tone matters more than your visuals. Your clarity matters more than your structure. And your voice matters more than your format.

Post at the Same Time Every Week

This sounds too basic to matter, but it works. I post a few times per week, at the same times, on the same days. It’s not about gaming the algorithm. It’s about showing up when people expect you to.

If you post often enough, people start to look for you. They notice when you’re not there. That’s what creates consistency in your audience’s mind. It builds trust even before they engage.

You don’t need to post every day. But you do need to post regularly enough that people feel like you’re present. That’s what drives real growth. Not reach, but presence.

Don’t Over- Optimise, Just Keep Going

The posts that work best for me are rarely the ones I think will do well. And the ones I spend the most time crafting often get the least attention. That’s fine.

You can’t predict what will land. So stop trying to optimise for outcomes. Optimise for consistency. Keep showing up. Keep saying something real. And trust that the signal will get stronger over time.

When you look back after six months or a year, you’ll realise your audience has grown, your message has sharpened, and your reputation has started to compound. Not because you had a perfect system. But because you said something useful, to the right people, every week, in your own voice.

That’s the only strategy that’s worked for me.