Let me start by saying this: I get it. You spend hours scripting, filming, and editing a video. You finally post it, only to see a whopping 24 views. It’s disheartening, maybe even embarrassing. But what if I told you those 24 views could be the foundation of something much bigger—if you stay consistent?
In 2025, social media isn’t just a "nice to have" for businesses; it’s your digital handshake. It’s where people check you out, where they gauge if you’re trustworthy, and where your brand personality shines (or doesn’t). And while you might think those 24 views are a failure, they’re actually step one in building something much bigger.
So, let's dive into why this is the case.
The Long Game: Lessons from Brands Like HubSpot
Think about some of the best brands out there: HubSpot, Patagonia, and even Wendy’s. They didn’t become household names overnight. They've marketed into the void at some point. But they showed up—every single day—and over time, they built something that people actually care about.
Take HubSpot, for example. They’ve created such a strong brand that their name is synonymous with inbound marketing. How? Through consistent, valuable, and (most importantly) human content. They didn’t just sell a product; they built trust. They made people excited to interact with them.
Take this example from HubSpot: an Instagram post where they joked, “Everyone is excited to see Wicked meanwhile I'm just over here trying to make Q4 defy gravity.” At first glance, it’s just a funny caption tied to pop culture. But look deeper, and you’ll see why it works so well. They’re showing their audience that they’re relatable, in touch with current trends, and have a sense of humor—qualities that make their brand feel more approachable and human.
Beyond that, they’re reinforcing their focus on business growth in a lighthearted way. This kind of content doesn’t scream “buy our product,” but it sticks with you. It’s memorable, and it builds an emotional connection with their audience. That’s the power of consistent, engaging social media content. HubSpot knows their audience isn’t just looking for marketing tools; they’re looking for a partner who gets it. This small post is a perfect example of how to use personality to strengthen your brand and connect with your followers.
The same goes for Wendy’s. Their snarky, funny persona has nothing to do with selling burgers directly, but it makes you like them. And when you’re standing in front of two fast-food joints at lunch, guess who’s getting your business? That’s the ROI of social media—it’s influence, trust, and brand equity that pays off in the long run.
Consistency Beats Perfection
Here’s the truth: one viral post isn’t going to save your business. What’s going to make the difference is showing up consistently. Even when you’re tired. Even when it feels like no one is listening. Because they are—you just don’t know it yet.
That video with 24 views? One of those viewers could be your next big client. One of them might recommend you to a friend. And even if that doesn’t happen immediately, you’re still doing something bigger: you’re showing the world (and the algorithms) that you’re here to stay.
Social Media: Your Digital First Impression
Let’s be real: people will almost always check your social media before they even think about buying from you. It’s like your online storefront. If you haven’t posted in six months, what does that say about your business? But if they see regular updates—even small ones—they know you’re active, engaged, and trustworthy.
Think about how you’ve interacted with brands. Have you ever Googled a company, clicked on their Instagram, and decided right then whether they were legit? Exactly. Your social presence doesn’t have to be perfect; it just has to be authentic and active.
But let’s go deeper: your social media isn’t just about looking legit—it’s about being a resource. Imagine someone lands on your Instagram and finds not only engaging posts but also helpful tips, relatable stories, and even answers to questions they didn’t know they had. That’s when social media transcends being a box to check off and becomes a platform where you actively provide value.
People aren’t just looking for a business; they’re looking for something they can connect with. Studies show that 81% of consumers need to trust a brand before making a purchase, and guess what? Social media is where that trust often begins. Whether it’s through a casual behind-the-scenes post, a thoughtful comment reply, or a clever Instagram Story, every interaction is a chance to build credibility and foster loyalty.
Content Creation Is Growing for a Reason
Here’s a stat that might surprise you: Over 4.6 billion people worldwide are on social media as of 2025, and they’re spending an average of 2.5 hours per day on these platforms (Datareportal, 2025). Businesses are catching on—74% of marketers plan to increase their content marketing budgets this year because they’ve seen how powerful consistent posting can be (Content Marketing Institute, 2025).
Even short-form video content, like that 24-view video, is booming. Platforms like TikTok and Instagram Reels have made it clear: bite-sized, engaging content is king. A recent study found that businesses using video marketing see a 49% faster growth in revenue compared to those who don’t (Wyzowl, 2025). That’s because videos are not just entertaining—they’re persuasive.
Standing Out in a Saturated Space
In today’s oversaturated digital world, it’s not enough to just show up on social media—you need to stand out. Creativity has become the most valuable currency for capturing attention and fostering meaningful connections with your audience.
Think about it: every scroll on Instagram, TikTok, or LinkedIn exposes users to hundreds, if not thousands, of posts. Many of these are generic, predictable, and frankly, forgettable. The brands that cut through the noise are the ones that take risks, tell unique stories, and aren’t afraid to lean into their personality. This doesn’t mean being loud or over-the-top; it means being authentic and innovative.
Take Airbnb, for example. Instead of simply showcasing properties, they focus on storytelling—highlighting the experiences guests can have, the local culture, and the personal stories behind each listing. Or think about Duolingo, whose playful TikTok videos with their mascot have redefined how an app can connect with its audience. These brands aren’t invasive or salesy; they’re engaging and, most importantly, memorable.
Why is this approach so critical? Because people are more discerning than ever. A recent study found that 61% of consumers are more likely to buy from a brand that creates unique and engaging content (Edelman Trust Barometer, 2025). In a world where algorithms prioritize quality over quantity, standing out creatively isn’t just a nice bonus—it’s a necessity.
So, how can you bring creativity into your content without overcomplicating it? Start by focusing on your brand’s unique voice. Share behind-the-scenes moments, use humor if it fits your style, or experiment with new formats like reels, carousels, or polls. The key is to try new things and measure what resonates. Remember, the brands you admire weren’t afraid to fail a few times before they hit their stride.
Creativity isn’t just about aesthetics; it’s about strategy. It’s about understanding your audience’s pain points and delivering content that feels like it was made just for them. It’s about finding that sweet spot where your business goals and audience interests align. And in 2025, when every business is competing for attention, that creative edge will be what sets you apart.
The Payoff
The beauty of social media is that it compounds over time. Every post, every story, every video builds on the last. And when people start to engage—even in small ways—it’s a signal that you’re on the right track. Keep going.
So, the next time you post something and only get a few views, remember this: the brands you admire started there too. Those views matter. The consistency matters. And as long as you stay authentic and keep showing up, the ROI will come. Not just in followers or likes, but in trust, loyalty, and long-term success.
Because here’s the thing: social media isn’t just about selling. It’s about connecting. And that connection? That’s priceless.
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