Remember when social media was just about sharing funny cat videos, poking your cat and catching up with friends and family? I do.
Back then, platforms like Facebook, Instagram, and Twitter were digital playgrounds of connection and discovery. Everyone was able to connect with others through common interests. And marketers didn't associate the word “algorithm” (or Twitter) with fear.
Now my social media feed has become voyeuristic. I watch TikTok videos and Instagram reels from content creators with whom I have parasocial relationships. (They are unaware of my presence, but I feel connected through their content.) These videos are entertaining, inspirational, and sometimes educational, but I'm missing something. I feel that. I always feel like there needs to be more to the internet. More content, more clicks, and more trends.
This change represents a personal midlife crisis in my relationship with social media. The novelty wore off and fatigue crept in. I know that endlessly scrolling through curated content can be exhausting, and the pressure to keep up is relentless for marketers.
mirage of perfection
Social media, once a tool for genuine interaction, now serves as a stage for a curated display of the perfect. It's not enough to serve great food or pour delicious wine. It also has to look great for social media. As someone who's been in the industry for a while and written articles like “Instagrammable Meals” and “Best Wineries for Instagram Photos” (yes, I wrote both), I know that social media I have seen with my own eyes how they promote business. But I think we've moved too far into situations where suggestions from strangers overshadow recommendations from friends.
Social media can ignore the intrinsic value of food, wine, and experiences and prioritize visual appeal instead. In some cases, even though they don't understand the nuances of a restaurant or winery, they value recommendations from content creators who receive a paid meal more than the experts who pay them for the meal or experience. There are people.
This presents a unique challenge for social media marketers in the hospitality industry.
While social media platforms remain the go-to for discovering new places, they also require a never-ending treadmill of content creation and engagement, as well as continuous innovation, trend tracking, and corporate attention. This constant pressure can be especially tough on small businesses, which may need help meeting the demand for content creation while maintaining the quality of their products and services.
What should we do next to rebuild the connection?
It's time to redefine our approach and expectations. Going back to basics, social media is just a platform. It's up to us, the users and authors, to decide how we use it.
When I'm going through a midlife crisis on social media, I'm reminded of the power of true connection. It's not measured in likes and shares, but in meaningful conversations and memorable experiences. Gary Vee asked, “How can you define a mother's ROI?”
I'm not suggesting giving up social media completely. This remains a powerful tool for sharing your brand story with your target audience. But let's not lose sight of what's important.
Some tips (I keep telling myself):
1. Back to the real thing: Share real experiences, moments that aren't perfect. This authenticity resonates with the audience more than any other photograph ever staged. For brands, this means showcasing the human side of your business: the faces, stories, and real-life moments that make your brand unique.
2. Recalibrate your “why.” Remember why you started using social media in the first place. It's about connection. Re-engage with your audience in meaningful ways, not just promotional content. For brands, this means listening to their audiences, engaging in conversations, and building communities around shared values and interests.
3. Pay attention to your core customers, not trends: Sure, trends like the latest weird wine collaboration (remember Taco Bell's Jalapeño Noir?) can garner attention, but they can also be temporary. Instead of chasing every viral issue or hashtag, focus on nurturing relationships with your core customers. And instead of flooding your feed with constant updates, create well-thought-out posts that provide value to your audience.
Aren’t every midlife crises a new beginning?
This midlife crisis in social media marketing is not only a challenge, but also an opportunity. Just as we have adapted to the ever-evolving social media landscape, we will need to adapt again.
By ditching the “back in the day” attitude and redefining your approach and expectations, you can rebuild authentic connections and create meaningful social media experiences.
Remember the core of what made social media great in the first place: its ability to connect, share, and learn from each other in ways we never thought possible.
Join me as we grab a glass of wine or an iPhone and launch into a new beginning. In this new middle-digital era, authenticity and connectivity reign supreme. Oh, and I would appreciate it if you could follow @sharayray on Instagram or Threads. I want to connect more.
