When it comes to social media strategy, we’re often told that consistency is key. But, here’s the thing: consistency is important, but it’s not enough. If you’re putting in the effort but not seeing results, it’s time to face the uncomfortable truth – your social media strategy might be outdated, ineffective, or just plain wrong for your audience.
Let’s look at the telltale signs that it’s time for a social media strategy refresh. If you’re nodding along to more than a couple of these, consider this your wake-up call.
1. Your engagement has flatlined
If your likes, comments, shares, and clicks have been steadily declining for months, your audience is telling you something (they’re just not interested anymore!). They’re scrolling right past your content like it’s a sponsored ad for something they’d never buy.
This is one of the clearest signals that your messaging, content format, or both are no longer resonating. People haven’t suddenly stopped using social media; they’ve just stopped caring about what you’re putting out there. Harsh, but true.
What’s happening behind the scenes
Social media algorithms are designed to show people content they’ll engage with. When your engagement drops, the algorithm assumes your content isn’t valuable and shows it to fewer people. It’s a vicious cycle that’s hard to break without a strategic overhaul.
2. Your reach has drastically dropped
Algorithm changes are part of the social media landscape, and yes, organic reach has been declining across platforms for years. But if your reach has plummeted dramatically beyond normal fluctuations, something’s wrong.
When fewer and fewer people see your posts, it’s often because platform algorithms have determined your content isn’t valuable enough to show people.
A reality check
Instagram isn’t hiding your posts out of spite; it’s hiding them because when it does show them, people don’t engage.
This is different from the slow, steady decline we’ve all experienced as platforms push paid advertising. This is a sudden, significant drop that makes you check if you’ve accidentally been shadowbanned (you probably haven’t – that’s rarer than people think).
3. Vanity metrics are up, but conversions are down
Your follower count is decent. Your posts get a reasonable number of likes. On paper, things look okay. But when you check your website analytics, track enquiries, or look at actual conversions from social media? Crickets.
This is the disconnect between vanity metrics and business results, and it’s more common than you’d think. If your followers aren’t your target audience, or if your content isn’t designed to drive action, those pretty numbers mean absolutely nothing for your bottom line.
The caveat
If your social media goals are focused on brand awareness rather than direct conversions, this is less of a concern. But if you’re trying to drive business results and failing, your strategy needs recalibrating. You need to attract the right followers and create content that actually encourages them to take the next step.
4. You’re posting consistently, without growth
You’re posting to a schedule, every week, like clockwork. Your content calendar is colour-coded and very aesthetically pleasing. But your follower count? It hasn’t moved in six months. Maybe it’s even dropped.
Consistent posting is not a strategy. If you’re showing up regularly but not growing, it means two things: your existing followers aren’t compelled to share your content or recommend your account, and you’re not reaching new audiences.
The harsh truth
Growth doesn’t happen by accident. If you’re not actively working to reach new people through strategic hashtags, collaborations, trends, or valuable content, you’re essentially creating content for the same small audience on repeat. That’s not a sustainable growth strategy.
5. You’re lagging behind competitors
This one might sting, but it’s important. If businesses similar to yours are pulling in ten times the engagement, growing their following exponentially, and actually converting social media followers into customers while you’re struggling to get double-digit likes, they’ve figured something out that you haven’t.
And no, it’s not necessarily that they have a bigger budget. Often, it’s that they’ve adapted their strategy.
Can you blame the algorithm?
If the gap is widening rather than closing, this isn’t a temporary algorithm blip – it’s a fundamental strategy problem that needs addressing.
Take some time to analyse what your competitors are doing differently. What content formats are they using? How are they engaging with their audience? What’s their posting frequency and timing? You don’t need to copy them, but you do need to understand why they’re succeeding where you’re not.
6. Your comments section is a ghost town (or warzone)
When people do bother to engage with your content, it’s not exactly positive. Maybe they’re complaining. Maybe they’re asking questions that you never answer. Maybe they’re criticising your products or services while you remain silent.
Or worse – maybe nobody’s commenting at all. Your posts are just sitting there, lonely and unloved, with zero conversation happening.
Either scenario is a massive red flag. Social media should foster community and conversation around your brand. If that’s not happening, you’ve fundamentally misunderstood the “social” part of social media.
What this really means
You haven’t built trust or a connection with your audience. They don’t feel invested enough to engage positively, and you haven’t given them a reason to care. This goes beyond the quality of your content – it’s about creating content that invites participation and actually responding when people do engage.
7. You’re broadcasting, not conversing
You post your promotional content, share your updates, and broadcast your messages like you’re running a TV advertisement. But you never respond to comments. You never answer questions. You never engage with your followers’ content or participate in conversations beyond your own posts.
I’ll reiterate my previous point that social media is called “social” for a reason. It’s supposed to be a two-way conversation, not a one-way megaphone. When you treat it as a broadcast channel, you’re missing the entire point of the platform.
Work on your conversational skills
Start engaging. Reply to every comment (yes, every single one, at least initially). Answer questions. Ask your audience for their opinions and actually respond when they share them. Comment on other people’s and brands’ posts in your industry. Be present, be genuine, and be conversational.
Algorithms reward this behaviour, too. Accounts that actively engage with their community get better reach than those that just post and disappear.
8. You haven’t refreshed your strategy in years
Social media moves fast. Ridiculously fast. So if you’re still using the same strategy that you created years ago, you’re lagging behind.
A few years back, Reels weren’t a priority; now they’re essential on Instagram. Carousels were just taking off; now they’re one of the highest-performing formats. TikTok was still seen as “just for kids”; now it’s a legitimate marketing platform for businesses across industries.
User behaviours have shifted, too. People expect more authenticity, more value, and less polished perfection. They want to see behind the scenes, hear real opinions, and engage with brands that feel human.
Ask yourself the important questions
Are you still posting the same types of content in the same formats because “that’s what we’ve always done”? If so, it’s time to shake things up. What worked brilliantly three years ago might be actively hurting your performance today.
Don’t be scared to face the music
If any of these points sound familiar, you’ve got work to do. But here’s the good news: recognising the problem is half the battle.
Social media strategies need regular maintenance and updates, just like any other aspect of your marketing. What worked brilliantly last year might be completely ineffective today, and that’s okay. The brands that succeed on social media aren’t the ones that never make mistakes; they’re the ones that adapt quickly when something isn’t working.
Time for a social media strategy refresh
Start by conducting an honest audit of your current performance. Which posts have performed well? What do they have in common? Which formats are your audience responding to? What are your competitors doing that you’re not?
Then, revisit your goals. What do you actually want to achieve from social media? Make sure your strategy aligns with those goals, not with what you think you “should” be doing.
And finally, commit to evolving your approach. Social media isn’t a “set it and forget it” marketing channel. It requires attention, adaptation, and a willingness to try new things even when the old way feels comfortable.
Your social media strategy doesn’t need to be perfect, but it does need to be working. If it’s not, it’s time for a change.