What Big Brands Get Wrong About Social Media Marketing (And How to Fix It)

Big brands should be dominating social media, right? They have the budget, the resources, and the team. But somehow, they keep making the same mistakes—over and over again. The truth is, the playbook that works for TV ads and billboards doesn’t work online. Social media isn’t just another megaphone. It’s a two-way conversation, and brands that don’t get this are setting themselves up for failure.

Here’s exactly where they’re going wrong—and how to do it right.

1. They Focus Too Much on Selling

Big brands treat social media like a 24/7 infomercial. Every post screams, “Buy now!” or “Limited-time offer!” But here’s the thing—people don’t log onto Instagram or TikTok just to see ads. They want entertainment, inspiration, and connection. When brands push constant promotions without offering real value, they get ignored.

What to Do Instead

Instead of selling, start storytelling. Show your brand’s personality. Share behind-the-scenes footage. Feature real customers using your products. The goal is to build a relationship first, so when it’s time to sell, your audience is already listening.

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2. They Ignore Engagement

Most big brands post and ghost. They drop content and disappear, expecting engagement to magically happen. But social media algorithms prioritize conversations, not one-way broadcasts. If a brand doesn’t reply to comments or interact with followers, their content gets buried.

What to Do Instead

Engage like a human, not a corporation. Reply to comments, ask questions, and jump into trending conversations. The more you interact, the more the algorithm rewards you with reach. Also, leverage user-generated content—when customers post about you, reshare and celebrate them.

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3. They Use the Same Content Across All Platforms

Copy-pasting the same post across Facebook, Instagram, Twitter, and TikTok? That’s a one-way ticket to low engagement. Each platform has its own culture, format, and algorithm. What works on LinkedIn won’t fly on TikTok.

What to Do Instead

Customize your content for each platform. Short-form, snappy videos for TikTok. Visual storytelling for Instagram. Thought leadership posts for LinkedIn. Keep the message consistent, but adapt the format to match how users engage on each platform.

Not sure how to optimize your content for multiple platforms? Multipost Digital handles cross-platform content so you don’t have to.

4. They Chase Trends Without Understanding Them

Big brands love to hop on viral trends—but often, they do it in a way that feels awkward and out of touch. Cringe-worthy TikTok dances, outdated memes, or forced slang? Yikes.

What to Do Instead

If you’re going to jump on a trend, make sure it aligns with your brand. Pay attention to the tone and context before participating. Instead of forcing yourself into every trend, choose the ones where your brand’s voice feels natural.

5. They Treat Every Follower the Same

Most big brands post generic content that doesn’t consider their audience's different interests. But social media isn’t one-size-fits-all. A teenager on TikTok doesn’t want the same content as a business professional on LinkedIn.

What to Do Instead

Segment your audience and tailor your content accordingly. Use data insights to create posts that resonate with different groups. This might mean running separate campaigns for different demographics or personalizing messages based on user behavior.

6. They Overlook the Power of Micro-Influencers

Many big brands only focus on massive influencers with millions of followers. The problem? These partnerships are expensive and often lack authenticity. Today’s consumers trust smaller, niche influencers way more than celebrity endorsements.

What to Do Instead

Partner with micro-influencers (people with 10k-100k followers). Their audiences are more engaged, and their recommendations feel more authentic. This leads to higher conversions at a fraction of the cost.

7. They Ignore Data (Or Use It Wrong)

Big brands have access to mountains of social media data. The problem? Many don’t know how to use it effectively. They focus on vanity metrics (likes, impressions) rather than real engagement and conversion data.

What to Do Instead

Track meaningful KPIs like shares, saves, comments, and click-through rates. Use A/B testing to refine your strategy. Social media success isn’t about looking popular—it’s about driving real results.

8. They Play It Too Safe

Many big brands avoid taking risks on social media. They stick to corporate-safe, watered-down messaging, which makes them forgettable.

What to Do Instead

Be bold. Be opinionated. Brands that stand out don’t just “play it safe”—they have a unique voice and aren’t afraid to challenge the status quo. Think Wendy’s Twitter. They roast competitors, engage in humor, and have built a loyal following because of it.

9. They Don’t Invest in Community Building

Big brands treat social media as an advertising channel, but social media is a community platform first. If you’re only pushing products and not building relationships, you’re missing out on long-term brand loyalty.

What to Do Instead

Create Facebook groups, LinkedIn communities, or Discord servers where customers can interact with each other. Feature customer success stories. Foster a space where people feel connected to your brand beyond just transactions.

10. They Expect Immediate Results

Big brands often get impatient with social media. If a campaign doesn’t go viral overnight, they assume it’s a failure. But social media isn’t an instant win—it’s a long game.

What to Do Instead

Focus on consistent content, engagement, and brand-building over time. Brands that succeed on social media don’t rely on one viral post—they show up every day, providing value and staying relevant.

Final Thoughts: Do Social Media Right, and the Results Will Follow

Social media isn’t just another marketing channel—it’s a relationship builder, a brand amplifier, and a revenue driver. But only if you play the game the right way.

If you’re tired of wasting time and money on social media strategies that don’t work, let Multipost Digital take the reins. We’ll help you create viral content, maximize engagement, and grow your audience—without the common pitfalls.

Ready to transform your social media? Let’s make it happen. Get in touch today.