10 Social Media Mistakes That Quietly Kill Engagement
- Paul Long
- Aug 7
- 4 min read
(A relatable breakdown for businesses struggling online)
It’s frustrating when you’re doing all the right things... but your content still isn’t landing.
You’re showing up. You’re posting regularly. Maybe you’re even trying Reels or carousels. But engagement stays low, and results feel slow.
Often, the issue isn’t effort. It’s small, avoidable mistakes that quietly chip away at performance over time. These mistakes don’t always shout. They whisper. And they can be easy to miss.
Here’s a breakdown of the most common engagement killers and what to do instead, based on research and real results from the agents and businesses we work with every day.
1. Posting Without Purpose
If there’s no reason behind the post, there’s no reason for someone to care.
Social platforms now prioritise content that encourages meaningful interaction. That means your posts need to do more than just exist. They should educate, entertain, inspire or prompt a clear next step.
Tip from Paul: Before you post, ask "why would someone stop and read this today?"
2. Writing Like a Brand, Not a Human
If your posts sound like a brochure, they’ll be treated like one – glanced over and forgotten.
Social media is not a billboard. People connect with people. Even if you’re posting as a business, your tone should still feel real and relatable.
Inside SocialPal, all captions are written to sound natural and helpful, like one person speaking to another.
3. Overlooking Shareable Content
Shares are more powerful than likes or comments.
Instagram confirmed that sends – when someone shares your post in a DM – carry more algorithmic weight than other interactions. Creating content that people want to pass along is one of the fastest ways to grow organically.
Ask yourself: Would someone send this to a friend or colleague?
4. Not Designing for Mobile
More than 90 percent of social media use happens on phones.
Tiny fonts, landscape images and cut-off text boxes are major engagement killers. Your content needs to be easy to view, read and tap – all from a vertical scroll.
Portrait-first design is a must. My team teaches agents to optimise visuals and captions for mobile viewing.
5. Posting Too Often Without Strategy
More isn’t always better. Better is better.
Posting too frequently without strong engagement can signal low-quality content to the algorithm. One good post that people interact with beats five average ones.
AdVantage helps agents focus on high-impact ads that drive actual leads, not just likes.
6. Using Engagement Bait
"Tag a friend" and "Comment YES" tactics may hurt your reach.
Meta’s AI is designed to suppress engagement bait. These tactics may have worked years ago, but now they can reduce the visibility of your entire page.
Instead, focus on content that genuinely encourages interaction. Relevance is far more powerful than trickery.
7. Avoiding Video, Especially Reels
Short-form video has the highest potential reach in 2025.
Reels are currently the top-performing format on both Facebook and Instagram. But many businesses still rely only on static images or overly polished content that doesn’t connect.
My strategy focuses on realistic, faceless video formats that still deliver emotion, value and results – even if you don’t want to be on camera.
8. Ignoring Your Insights
If you’re not tracking what’s working, you’re guessing.
Your insights tell a story. They show what your audience cares about and when they engage. Use this data to double down on what performs and stop what doesn’t.
In my coaching programme, we review this weekly to help members learn from real data, not assumptions.
9. Weak Captions or No Captions
A good visual might stop the scroll, but the caption drives the action.
Captions are your chance to explain, connect and prompt a response. If you’re skipping this or just writing one-liners, you’re missing an opportunity.
Captions should have three parts: a hook, context and a next step. SocialPal’s done-for-you content always includes this structure.
10. Hiding Behind a Logo
People follow people, not businesses.
If everything you post feels stiff, scripted or overly polished, it’s harder for people to trust you. You don’t need to share personal details – just something human.
Share thoughts, stories and behind-the-scenes moments that reflect your values and voice. That’s what builds connection.
Final Thought
If your content feels like it’s going nowhere, it’s not a sign to give up. But it might be time to shift your strategy.
The agents and businesses growing right now aren’t necessarily working harder. They’re just working smarter. They’ve removed the silent killers. They’ve simplified their systems. And they’ve made the platforms work for them.
Whether you need done-for-you content, better listing ads or proper lead nurturing, we can help.
Explore SocialPal – weekly-ready content with zero stress
Discover AdVantage – automated ads that actually work
Join the Membership – coaching, tools and real results
Chat soon,
Paul
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