Social Media Needs Personality, Wit, and Purpose
Social media is not just a place to post pretty pictures and hope the internet fairy drops customers in your lap.
That is not a strategy. That is wishing with Wi-Fi.
As a business coach who also manages social media for business owners, I see both sides of this every single week. I see the business owner who knows they need to show up online but has no idea what to say. I see the one who is posting just to “stay active.” I see the one who thinks a Canva graphic with a quote from 2017 is going to bring in leads.
And then I see what actually works.
Social media needs three things if it is going to help your business grow: personality, wit, and purpose.
People Are Not Looking for Another Boring Business Page
There are billions of people using social media. According to DataReportal, there were 5.79 billion social media user identities around the world at the start of April 2026. That means the issue is not whether your audience is online. They are there.
The real issue is whether your business is worth noticing.
That may sound harsh, but it is true. People are scrolling fast. They are distracted. They are being hit with ads, videos, opinions, sales pitches, memes, news, drama, and somebody’s dinner plate all within thirty seconds.
If your content sounds like every other business in your industry, it is getting ignored.
That is why personality matters.
Personality Makes Your Business Memorable
Your social media should sound like your business has a pulse.
That does not mean every post has to be loud, silly, or over the top. Please do not become the business version of a middle school talent show. Nobody asked for that.
But your audience should be able to get a feel for who you are. Are you direct? Warm? Funny? Faith based? Professional? Bold? Educational? Calm? High energy?
Your content should reflect the way you actually do business.
This matters because people do not just buy services. They buy trust. They buy confidence. They buy the feeling that you understand them and can solve their problem.
Hootsuite’s Social Media Trends 2026 report points out that authenticity is becoming a major differentiator for brands, especially as more companies use AI tools in their content workflows. Translation: people can smell fake from three scrolls away.
Your content does not have to be perfect. It has to feel real.
Wit Helps You Stop the Scroll
Wit is not the same thing as being goofy.
Wit is smart. It is relatable. It is a little unexpected. It gives people a reason to pause and think, “Well, that’s true.”
A cleaning company could say:
“We clean offices so your clients do not wonder what else you are ignoring.”
A contractor could say:
“Your house should not need a prayer chain every time it rains.”
A business coach could say:
“If your business only moves when you panic, you do not own a business. The business owns you.”
That kind of content works because it has a point of view.
And that is what too many business pages are missing. They post announcements. They post stock photos. They post “Happy National Whatever Day.” But they do not say anything worth remembering.
Wit gives your business a voice. It lets your audience know there is a real human being behind the brand.
Purpose Keeps You From Posting Random Nonsense
Here is where I put on my business coach hat.
Every post needs a job.
Not every post needs to sell. In fact, if every post is a sales pitch, people will tune you out faster than a voicemail from an unknown number.
But every post should have a purpose.
Some posts build trust. Some educate. Some show personality. Some answer objections. Some invite people to take the next step. Some remind people what you do. Some position you as the obvious choice.
That is strategy.
HubSpot’s 2025 Social Media Marketing Report, based on a survey of more than 1,100 global marketers, shows that businesses are still trying to figure out how to turn social media attention into actual results. The answer is not “post more.” The answer is “post with more intention.”
Original Content Beats Copycat Content
One of the biggest mistakes businesses make is copying what everyone else is doing.
They see a competitor post a certain kind of graphic, so they make the same kind of graphic. They see a trend, so they jump on it even when it has nothing to do with their business. They use generic captions that could belong to any company in America.
That is not marketing. That is camouflage.
Your business should not blend in. It should stand out for the right reasons.
Sprout Social reported in 2026 that only 56% of social users say brands do a good job of producing truly original content. That means there is a real opportunity for businesses willing to sound like themselves instead of sounding like everyone else.
The businesses that win on social media are not always the ones with the biggest budget. They are often the ones with the clearest voice, the strongest message, and the discipline to show up consistently with content that actually matters.
Social Media Management Is Not Just Posting
This is where I am going to be direct.
If your social media manager is only scheduling posts and making things look cute, you are missing the bigger picture.
Good social media management should connect to your business goals.
That means your content should help answer questions like:
- Who are we trying to reach?
- What do they need to understand before they buy?
- What objections are keeping them from reaching out?
- What services need more visibility?
- What makes this business different?
- What action do we want people to take next?
Without those answers, you are just decorating the internet.
And listen, decorations are lovely. But decorations do not pay invoices.
Your Social Media Should Sound Like Your Business
If you are a luxury brand, your content should feel polished and elevated.
If you are a family owned service business, your content should feel personal and trustworthy.
If you are a bold, straight talking business coach, your content should not sound like it was written by a corporate committee trapped in a beige conference room.
The tone matters because tone builds recognition.
When people see your post, they should eventually be able to recognize your voice before they even see your logo. That is branding.
And no, branding is not just colors and fonts. Branding is the reputation you are building every time your business shows up.
Stop Posting Just to Check a Box
A lot of business owners treat social media like a chore.
Post something. Anything. Just get it done.
That mindset creates weak content.
If your post does not teach, connect, challenge, invite, explain, entertain, or position your business, then why are you posting it?
Social media should support your sales process. It should warm up your audience. It should make people more familiar with your business before they ever call, message, visit your website, or ask for a quote.
The 2025 Sprout Social Index was based on surveys of more than 4,000 consumers and over 1,200 marketers and marketing leaders. One major takeaway is clear: social media has become central to how consumers interact with brands. That means your content cannot be an afterthought.
The Best Social Media Has a Backbone
Here is what I believe every business page needs:
- Educational posts that help people understand your service.
- Personality posts that help people connect with your brand.
- Proof posts that show results, reviews, before and afters, wins, or real examples.
- Objection handling posts that answer the questions people are already thinking.
- Call to action posts that tell people exactly what to do next.
That mix is what moves social media from “we post sometimes” to “our content supports our growth.”
Pretty Is Nice. Strategic Is Better.
I love a good looking post. Design matters. Images matter. Layout matters.
But pretty without purpose is just digital wallpaper.
Your social media should make people feel something, understand something, remember something, or do something.
That is where personality, wit, and purpose come together.
Personality makes people recognize you.
Wit makes people pay attention.
Purpose makes the content actually support your business.
Final Thought
Social media is not magic. It is not a slot machine. You do not just put in a post and wait for money to fall out.
But when it is done well, it becomes part of your business growth system.
It helps people get to know you. It builds trust before the sales conversation. It keeps your business visible. It gives your audience a reason to remember you.
And in a crowded market, being remembered matters.
If your current social media has no personality, no wit, and no purpose, it is time to fix that. Because your business deserves better than random posts and crossed fingers.
Show up with a voice. Show up with a plan. Show up like the business you are trying to become.
Need Help Making Your Social Media Actually Work?
At Coaching with Shannon, I help business owners create social media that sounds like them, connects with the right people, and supports real business growth. Whether you need coaching, strategy, or full social media management, the goal is the same: content with personality, wit, and purpose.
Visit Coaching with Shannon to learn more.
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