The Mindful Marketing Podcast: "My Posts Aren't Getting Engagement. Help!"

Release Date: August 12, 2025 | Host: Andréa Jones

1. Introduction & Episode Context

In the episode titled "My Posts Aren't Getting Engagement. Help!", Andréa Jones addresses the frustration many social media marketers feel when their content seems to disappear into the void. This topic was chosen based on listener feedback collected through her Instagram polls, emphasizing its relevance and importance to her audience.

2. The Changing Attention Economy

Understanding the Shift:

Andréa sets the stage by discussing the post-peak attention economy, a landscape significantly altered by the COVID-19 pandemic. The surge in digital content creation during lockdowns led to an unprecedented volume of content across platforms like TikTok, YouTube, and podcasts.

"We're in a post peak attention economy. More people are posting than they ever have, but there's less attention to go around." [03:43]

Impact of Pandemic-Era Content Boom:

The pandemic accelerated digital interactions, making TikTok viral success commonplace. However, this abundance of content has led to content fatigue, where audiences consume less despite the increased availability.

"More people are posting than they ever have, but there's less attention to go around because we're experiencing a tiny little collective burnout." [04:00]

3. Shifts in Social Media Marketing Strategy

a. Social Media as the Top of the Marketing Funnel

Andréa emphasizes that social media has transitioned to serving primarily as the top of the marketing funnel, focusing on awareness rather than immediate sales.

"Social media is more of a billboard, less of a vending machine slot machine moment." [07:45]

From Immediate Sales to Relationship Building:

Previously, the strategy was "post on Instagram and make a sale instantly." However, the current trend requires nurturing relationships over time, akin to a dating analogy, where building trust and connection precedes a purchase.

"Treat your social media posts almost like an invitation to a party... It's not a, hey, I just met you. Would you like to be best friends?" [09:35]

b. Authentic Connections Over Hard Sales

Modern audiences prefer genuine interactions over overt sales pitches. Authenticity fosters trust and engagement, encouraging followers to connect on a human level rather than feeling like they're being sold to.

"People want to feel related to and they want honesty way more than they want like perfect framing and lighting." [13:20]

4. Evolution of Content Types

a. From Educational to Edutainment

There’s a notable shift from purely educational content to edutainment or infotainment, blending information with entertaining elements to maintain engagement without feeling preachy.

"Share the info, but, like, give me a funny story or do it with a trending meme." [15:03]

b. The Content Middle Class

Andréa introduces the concept of the "content middle class," a now-vanishing tier of semi-polished content that tried too hard without standing out. She advocates for high concept, low production content, which is thoughtfully created without excessive production value.

"This mid tier level of content is disappearing. So what do we do? We create high concept, low production content." [20:31]

5. Best Practices for 2025

a. High Concept, Low Production

Focus on creating content that is thoughtfully crafted to resonate with the target audience, even if it lacks high production quality. Authenticity and relevance take precedence over aesthetics.

"High concept means you've considered the target audience, their language, what they want, their desires... You know them so intimately that when they consume your content, they're like, this is me." [21:26]

b. Post Less, But Thoughtfully

Reducing the frequency of posts can lead to higher engagement. Quality over quantity ensures that each piece of content has a greater impact.

"Post less, post less. Whatever you're posting, drop it in half. I went from five posts a week down to two posts a week. And my posts are getting more engagement." [22:19]

c. Be Reactionary and Engage with Trends

Stay responsive to current events and trends within your industry. Being reactive rather than sticking rigidly to a content calendar helps maintain relevance and engagement.

"If there are trending topics happening in your industry, read the room, react to the trending topic." [26:22]

6. The Role of Community and Reciprocal Engagement

Building a community involves reciprocal interactions—engaging with others' content, responding to comments, and fostering meaningful conversations. This two-way engagement increases visibility and strengthens relationships.

"We need to have a reciprocal emotional relationship here with social media. And a lot of times that is actually giving more than you get." [26:43]

Dark Social Media:

Engaging in dark social (private interactions like DMs and shares) is crucial, as these interactions boost engagement metrics and algorithmic favor without being publicly visible.

"Dark social media is the hidden social media interactions that you don't see on a day-to-day basis... You're spending more time on the app, Instagram's going to show your post to more people." [27:39]

7. Hot Takes and Final Advice

a. AI-Generated Content

AI in content creation isn’t inherently problematic; the issue lies with lazy AI use. Thoughtfully integrating AI can enhance efficiency without sacrificing quality.

"It's not AI that's a problem. It's lazy AI that's a problem." [30:48]

b. Hashtags and Algorithms

Hashtags are becoming less critical as algorithms have become more sophisticated in matching content to audiences based on the actual content rather than keywords.

"Hashtags can be a seasoning. It's great. It's just not as important as it used to be." [32:15]

c. Resurgence of Text-Based Platforms

Platforms like Threads and LinkedIn are gaining traction, emphasizing the importance of tailored content strategies for different platforms.

"Threads, short form, stream of consciousness. I'm just chit chatting. It's having its moment." [34:12]

d. Long-Form Content as Bingeable Content

Despite shorter attention spans, long-form content remains valuable when it’s bingeable and deeply engaging, fostering a loyal audience base.

"Long form, like bingeable content, is working really well for me. We want multiple series." [35:07]

Final Takeaways

1. Social Media as Supportive Marketing: Treat social media as a supporting character in your marketing ecosystem, enhancing the main strategies rather than being the sole focus.

2. Adapt to Changing Rules: The landscape of social media has evolved. Adjust your strategies accordingly to stay effective.

3. Leverage Data Wisely: Use analytics to understand trends and performance, but balance data-driven decisions with personal authenticity.

"It's not that your content isn't working. It's that the rules have changed and you haven't changed with it." [36:54]

4. Prioritize Quality and Authenticity: Focus on creating meaningful, authentic content that resonates with your audience, even if it means posting less frequently.

Conclusion

Andréa Jones provides a comprehensive guide for marketers struggling with low engagement on social media in 2025. By understanding the shifts in the attention economy, adapting marketing strategies, evolving content types, and fostering genuine community interactions, marketers can navigate the crowded social media landscape effectively. Emphasizing authenticity, thoughtful content creation, and reciprocal engagement are key to breaking through the noise and achieving meaningful connections with audiences.

If you found this summary helpful, consider tuning into the full episode of The Mindful Marketing Podcast for deeper insights and actionable strategies.