3 Reasons Why Build It and They Will Come Doesn’t Work in Social Media Marketing

The Myth of “Build It and They Will Come” in Social Media

I still remember the first time I stumbled upon the idea of making money through blogging. It was during a time when I was unemployed, living abroad, and not quite sure what my next steps would be after graduate school. One day, I came across a free book that promised a way to "blog your way to millions." I’ll admit, I was sceptical—these kinds of promises are everywhere. But back in the early 2000s, things were different.

Believe it or not, it used to be fairly simple. All you had to do was create a blog, target a few keywords with some mediocre content, and you could see traffic flow in almost magically. Google’s algorithm at the time favoured frequent, keyword-rich content, and with the right approach, people did indeed "come." The secret to success? Google Adsense. But times have changed.

Let’s explore why the once-popular notion of "build it and they will come" no longer works in social media marketing—and how you can avoid falling into the trap.

The Changing Landscape of Social Media

The days when you could post content and wait for the magic to happen are long gone. Back in the early 2000s, I was banking $8,000 a month with minimal effort, creating hundreds of pages and using Google’s Adsense to cash in. But the introduction of Google’s Panda, Penguin, and RankBrain updates put an end to that. The digital world evolved, and with it, the way content was ranked and shared.

This shift wasn’t limited to search engines; social media has undergone similar changes. Algorithms now dictate which content is shown, and simply posting isn’t enough. Social platforms like Facebook and Twitter don’t automatically push your content to your audience. Without the right approach, your posts might go unseen, buried in a sea of information.

I’ve observed countless businesses post consistently on social media, only to find no engagement—no likes, comments, or shares. This lack of traction often leads to frustration and burnout, eventually resulting in abandoned pages.

As much as it hurts to see, I understand. I’ve been there, struggling to make content work before finally cracking the code.

Why Build It and They Will Come Doesn’t Work Anymore:

• Algorithms determine which content is shown, not the frequency of posts.
• Audiences are overwhelmed with information and less likely to engage without compelling reasons.
• Without a solid strategy, your content is more likely to get lost.

The Reality of Social Media Engagement

Posting content regularly on social media platforms without a clear engagement strategy is like shouting into the void. People are bombarded with posts, ads, and notifications, making it harder than ever to capture their attention. Just because your content exists doesn’t mean anyone will engage with it.

Imagine scrolling through your Facebook feed—how many posts do you genuinely stop to read? How many do you engage with? Your audience behaves the same way. If your posts aren’t designed to stand out and connect emotionally, they’ll quickly be scrolled past.

The truth is, social media platforms favour content that encourages interaction. This means that likes, comments, and shares help boost your content’s visibility. If your audience isn’t engaging, your posts won’t reach their full potential.

Building a following on social media requires more than just showing up—it demands thoughtful, engaging content that resonates.

How to Build Engagement

So how do you turn things around? The key is creating content that sparks interaction. Think of your posts as a conversation starter. Ask questions, encourage feedback, and respond to your audience. This not only makes your audience feel heard but also boosts engagement, as more interaction signals to the algorithm that your content is worth sharing.

I once worked with a small business owner who was frustrated by the lack of engagement on their posts. After reworking their strategy to focus on engaging with their audience—asking thought-provoking questions and responding to comments—their engagement skyrocketed.

The posts were no longer one-sided; they had become part of a community conversation.

Bullet Points for Boosting Engagement:

• Ask questions that encourage conversation and feedback.
• Respond to comments to build a sense of community.
• Use visuals and videos to capture attention quickly.

The Solution: Be Proactive, Not Passive

If you’ve been relying on the idea that your audience will find you simply because you’re posting content, it’s time to rethink your approach. Social media requires a proactive mindset. You can no longer afford to be passive, waiting for your audience to come to you.

Start by taking a closer look at your audience. What are they interested in? What do they care about? Tailor your content to address their needs, answer their questions, and solve their problems. You should also diversify your content. Posts that mix text, visuals, and video tend to perform better because they cater to different learning styles and preferences.

Back when I was struggling with social media marketing, I learned that consistency wasn’t enough. I had to figure out what resonated with my audience, and that required testing different types of content.

What worked for me might not work for you, but the key is to keep experimenting until you find your winning formula.

Conclusion: The Power of Strategy Over Quantity

“Build it and they will come” might have worked in the past, but today’s social media landscape requires much more than just showing up. To thrive, you need a solid strategy that encourages engagement and interaction. It’s about connecting with your audience on a deeper level, creating conversations, and building a loyal community.

If you’ve been frustrated by the lack of response to your social media efforts, don’t give up. With the right approach, you can turn things around and see real results.

Focus on creating content that speaks to your audience’s interests, engage with them authentically, and stay consistent. Over time, your efforts will pay off.