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We need to have a serious conversation about content. Not all content is created equal, especially when it comes to growing your business. A viral post does not equal sales. And a post with low engagement? That doesn’t mean it was a flop. In fact, that might be the very piece of content that lands you your next paying client.

So, what’s the difference between content that drives engagement and content that actually drives conversions? Let’s get into it.

The Truth About Viral Content

Many people create content with one goal in mind: “I want this post to take off.”

They think high engagement means success, but here’s the thing…viral posts tend to work because they appeal to everyone. They’re broad. They’re shareable. They’re designed to reach the masses.

But as a service provider, you don’t need the masses. You need your people. The ones who are actually going to buy from you, book with you, and invest in your services.

When you create hyper-niche content—meaning it speaks directly to your ideal client—it may not get 10,000 likes. But it will get the right eyes on it, and that’s what leads to sales.

Viral content works wonders if you:

✅ Sell a digital product

✅ Have a one-click purchase offer

✅ Need brand awareness more than sales

But if you’re a service provider—a coach, a photographer, a financial advisor, a designer—you don’t need a million eyeballs. You need a handful of the right ones.

More Eyeballs ≠ More Business

Have you ever hit the “Boost Post” button on Instagram, thinking, “This will get me more leads,” only to get nothing but a handful of random likes from people who have zero interest in your services?

Yeah, you’re not alone.

Virality, like boosting a post, often means more eyeballs, not better leads. If those eyeballs aren’t the ones ready to book you, buy from you, or invest in what you do, they don’t matter.

This is why targeting matters—whether it’s with ads or organic content. Your messaging should be built for your specific audience, not just the algorithm.

What Kind of Social Content Actually Attracts Clients?

1️⃣ Content that speaks directly to your ideal client. It’s not about reaching everyone—it’s about reaching the right ones.

2️⃣ Content that positions you as the solution. The people who need your service don’t need to be entertained. They need to know you can solve their problem.

3️⃣ Content that builds trust. Engagement is fun, but trust is what gets people to pull out their wallets.

Bottom line? Stop chasing virality and start creating content that converts.

And if you need help figuring out what that looks like for your business, listen to the full episode!

🎧 Listen on: Apple Podcasts | Spotify