Why People Don’t Care About Your Social Media Content (and How to Change That)
- Langit Merah Saga
- Jul 14
- 3 min read
— A Reflection from the Sunrise Digital Marketing Team
Let’s be honest—most brand content isn’t working.
Not because it’s bad.Not because it lacks effort. But because it simply doesn’t matter to the people scrolling past it.
We get it. You’ve got a product to sell, a brand to build, targets to hit. You post on Instagram or LinkedIn or TikTok because you're supposed to. And maybe some posts do okay. But deep down, you know a lot of it gets lost in the noise.
Here’s what we’ve learned:
So... Why do people even open social media in the first place?
We recently dug into the 2025 Digital Report for Indonesia (shout out to We Are Social and Meltwater). Some numbers stood out:
60.5% of Indonesians use the internet to stay in touch with friends and family
57.3% are just filling spare time
51% are looking for inspiration for things to do or buy
That’s your audience right there. They’re not looking for your product. They’re not on a mission to discover your brand. They’re hanging out, killing time, getting inspired.
So ask yourself: Does your content feel like a break in their day—or a chore in their feed?
The Real Competition Isn’t Other Brands
Here’s where it gets tricky.
Out of all the account types people follow, brands come in at #10 (if they’re considering buying from them) and #11 (if they’ve already bought something). The top 3?
Friends and family
Musicians
Entertainment, meme, and parody accounts
You’re not competing with other brands. You’re competing with inside jokes, viral dances, guitar solos, and grandma’s birthday photos.
So if your content doesn’t feel like something they’d choose to see—it probably won’t get seen.
It's not about being the funniest or trendiest.It’s about being someone they’d actually want to hear from.
Okay, But What Should a Brand Post Then?
This is the part everyone struggles with—because being “relatable” isn’t easy when you’re also trying to stay “on brand.”
But here’s what we’ve learned from working with clients big and small: You can emulate the feeling of the top 3 account types—friends, musicians, entertainment—without becoming them.
You can be:
Informative without being boring
Professional without being stiff
Playful without losing credibility
A few ideas we like:
Share tiny behind-the-scenes moments. Not everything has to be polished.
Talk like a human, not a brochure. Write like you’d speak to a friend.
Join trends only if they make sense for your voice.
Celebrate your team. People love seeing the people behind the brand.
Answer questions your customers didn’t know they had.
A Simple Truth We Always Come Back To
People don’t follow brands because they’re brands. They follow brands that make them feel something. Seen. Heard. Entertained. Understood.
So next time you’re building a content plan, try asking:
Would I stop and look at this?
Would I share this with someone?
Does this feel like something I’d want to follow?
If the answer’s no—it’s not a failure. It’s just feedback. A chance to try again. To speak more clearly. To show up more honestly.
A Note From Us at Sunrise
We’re not perfect at this either.We’ve had posts flop. We've overthought captions. We’ve second-guessed ideas that later went viral.
But one thing we always try to do? Stay curious. Stay human. Stay helpful.
Because in the end, social media isn’t about algorithms. It’s about people.
Final Thought: Let’s Create Content People Actually Want to Follow
If you're tired of shouting into the void and want to start building a feed that feels alive—we’d love to help. Not with formulas or gimmicks, but with content that reflects what your brand really is: A group of humans trying to connect with other humans.
Let’s make something worth following.