Visibility isn't always the problem. Being memorable might be.
Every maker I've spoken to recently seems to be asking the same question.
"How do I get more people to see my business?"
It's understandable.
Algorithms change.
Platforms change.
Reach goes up.
Reach goes down.
So it's easy to diagnose visibility as the problem.
But I've been thinking...
I don't think visibility is actually where most businesses get stuck.
Imagine this.
Someone scrolls past your post.
They see it.
They like it.
Then they carry on scrolling.
Were you visible?
Yes.
Did it make any difference?
Probably not.
Now imagine something else.
Someone reads your post and immediately thinks:
"Sue needs to see this."
They send it to a friend.
Now your content isn't just visible.
It's useful.
That's a completely different thing.
That's where I think many makers get caught out.
We often create content that says:
"Look what I've made."
There's nothing wrong with showing your work.
The question is whether you're also giving people a reason to talk about it.
People are much more likely to share content that says:
"Here's something I learnt."
Or...
"Don't make the mistake I made."
Or...
"I thought this was the problem. It wasn't."
Those are conversations.
People share conversations.
Instagram quietly confirmed this.
Its own head, Adam Mosseri, recently explained that private shares now carry significantly more weight than likes when deciding how widely content is shown.
That isn't really a social media story.
It's a human story.
People have always trusted recommendations from friends more than applause from strangers.
The algorithm has simply caught up with real life.
Word of mouth has always been one of the most powerful forms of marketing.
Instagram is simply getting better at recognising it.
So here's a question I'd ask before you publish anything this week.
Instead of asking:
"Will people like this?"
Try asking:
"Would somebody send this to one specific friend?"
If the answer is yes...
You're probably creating something genuinely valuable.
If the answer is no...
It doesn't necessarily mean it's bad.
It might just need another layer.
A story.
A lesson.
A useful tip.
A surprising fact.
Something that makes someone think:
"You need to see this."
One thing to try this week
Before you publish your next post, imagine one particular customer.
Not your audience.
One actual person.
Then ask yourself:
"Would I send this to them?"
If the answer is yes...
Publish it.
If the answer is no...
Don't throw the post away.
Ask yourself what would make someone think:
"You need to see this."
Sometimes the smallest change turns an ordinary post into one worth sharing.
Not sure what's really holding your business back?
If sales are slow, visibility isn't always the answer.
Before changing your products, prices or marketing, take my free 8-question Maker Business Quiz to uncover what your business might really be trying to tell you.
