This morning, I was reading an email from Ben Settle, and he mentioned something interesting:
Some of the biggest and most successful business owners he knows are seriously worried about their lack of engagement, sales, new customer acquisition, and low-quality leads this year.
Settle attributes this decline to inflation and rising consumer debt. But I have a different theory.
People are just sick of marketers.
The Social Media Shift: From Connection to Commerce
As an elder millennial, I remember a time when we actually talked to our friends for hours—laughing, gossiping, and forging real relationships.
Then came social media.
I got my first iPhone in 2009, and I was hooked. Scrolling through MySpace and Facebook, reconnecting with old friends, and keeping up with everyone’s lives—it felt like magic.
But over the years, social media has changed. And not for the better.
Facebook, for example, used to be for friends only.
In the early days, there were no ads. Just posts from people you actually knew. Then, in 2011, Facebook introduced “Sponsored Stories.” At first, these ads were subtle—they came from your friends, and you would have seen them anyway. No big deal.
Then, in 2012, Facebook launched mobile ads.
And for the next decade, ads have become more sophisticated—while actual connection has become an afterthought.
The Ad-Driven Algorithm That’s Killing Engagement
Today, when you scroll through your feed, it looks something like this:
Stranger... Ad... Stranger... Stranger... Ad... Stranger... Friend... Ad...
It’s not just Facebook—every platform has followed suit.
Social media isn’t about connection anymore. It’s about monetization. And that’s killing conversion rates for most businesses.
👉 Leads, impressions, and sales are getting more expensive every day. 👉 Ad costs are skyrocketing, making it harder to break even—especially for smaller businesses. 👉 Consumers are more sophisticated than ever. They know when they’re being sold to, and they’re tuning it out.
It’s no surprise that many business owners are struggling to see ROI from paid social ads.
The Solution? Stop Selling. Start Building.
If you want to win in today’s market, you need to stop selling on social media—and start building a community.
Social media was originally designed for connection. And despite all the changes, one thing still works: engaging online communities.
People don’t want to be sold to—but they do want to be part of something. They want to follow thought leaders, participate in meaningful discussions, and engage with brands that feel human.
So instead of throwing money at ads that no longer work, focus on community-driven marketing. Engage with your audience, provide value, and build trust—because trust is what drives real conversions.
Need Help Building Your Business Community?
I help businesses create high-engagement communities that drive real growth—without relying on expensive ads.
If you’re struggling to build engagement or want fresh insights on your business model, let’s talk strategy. I offer a few consults every week, and I’d love to help you find new opportunities.
Just email me at diana@rainmakersunited.com, and we’ll schedule a time to chat.