Breakthrough Without Selling Out: A Real Talk Guide to Social Media
Posting on social media can feel like shouting into the void. The algorithms can change every few weeks, a “promising” new platform pops up every few months, and the spinning on a 24/7 news cycle eats up all the oxygen in your feed. It’s easy to wonder: What even is the point?
The point? Your audience is out there. What you offer – your product, your expertise, your story – you can connect, convert, and build community. But not by chasing virality, and definitely not by throwing money at bots or paying influencers just to look cool. The way to actually break through is slower, more sustainable, and (spoiler alert!!) way more effective.
Now let’s talk about how to do it, without breaking down and paying for followers - which actually puts you back several paces.
The Myth of “Going Viral”
We all want the lightning strike: the 10-second video that hits 3 million views, the meme that puts you on the map. But let’s call virality what it really is: luck.
It’s exciting, even thrilling! But it’s not a strategy. Counting on it is kind of like building a business plan around winning the lottery.
“Hope is Not A Strategy”
Instead, shift your mindset: your goal isn’t mass exposure overnight. It’s a deeper connection over time with the right people in the right place, with the right message. That’s where true, sustainable growth that means something comes from.
Start with Strategy: Goals, Audience, and Platforms
Before you post another thing, ask yourself three questions:
What is my actual goal in posting? (Pro tip: be “everywhere on TikTok” isn’t it.)
Who am I trying to reach with this content?
Where are they already spending their time, and am I meeting them where they are?
If you’re a B2B company trying to reach decision-makers, you’re probably not going to find them on Pinterest. Conversely, If you’re selling a consumer product, LinkedIn shouldn’t be your home base.
Pick one platform to start – just one. Learn how it really works. Understand what kinds of content it prioritizes. Figure out what success looks like on that platform, not just on “social media.” You can’t master every channel at once – nor should you try. I’ve said it before, I’ll say it again, it’s better to do one thing really well, than many things half-assedly.
Organic Growth Is the Foundation
The unfortunate truth: organic growth – like a successful media relations campaign – takes time. It’s also the strongest indicator that your message is resonating, and it’s the most authentic signal that you’re on the right track.
Start by setting a realistic goal to set yourself up for success. Maybe you’re at 100 followers in January and you want to get to 500 by September. Great! Now figure out what kind of content your audience actually wants – videos, still images, carousels, reels – and show up consistently. Keep up that cadence of posting. If you’re getting 10-20% organic growth per month, you’re doing really well. REALLY WELL!
When measuring your success, focus on what actually matters: your engagement rate. Likes, shares, comments. Are people reacting? Are they responding? Are they sharing your stuff with your network? That’s your clear signal that you’re gaining traction.
When – and How – to Layer In A Paid Strategy
Paid is not the right way to start your social media presence. To really succeed and get the most ROI, you have to have a strong organic foundation first that you can use paid to augment the work you’ve already done. (Check out Double Forte’s blog post on this here!)
When it’s time to bring in paid, don’t start by buying followers. That’s a fast track to algorithmic purgatory.
Instead, start small. Boost posts that already have high engagement. Test $5, $10, or even $20 here and there. See what amplifies and what falls flat. Paid can’t carry you content – it should only lift up what’s already working. (MTC Make this a call out too please)
Pro tip: if you’re going to spend, spend smart. Amplify content that services a business goal – such as driving traffic to a product page or building awareness for a campaign.
Influencers and UGC: Multiplying Your Reach
Influencer marketing isn’t one-size-fits-all. It ranges from big-name celebrities to niche creators who have <10,000 followers. At Double Forte, we prioritize the micro folks. Why? Because they’re affordable, their audiences trust them, and their engagement rates are through the roof.
An example of this? Double Forte works with the largest grower and processor of horseradish in the world. We kicked off a micro-influencer program with them and over the course of a little more than a year, we decreased the average age of horseradish consumers by three years nationally. Not only did we use our dollars smartly, but we made a huge market shift in terms of who is consuming horseradish (which isn’t spicy - it has zing!).
Beyond influencers, don’t sleep on other unpaid strategies:
User-Generated Content (UCG): Your actual customers talking about how much they love your stuff. That’s gold.
Ambassador Clubs: Invite people who love your brand into a community. Give them early access to what's coming up to drum up excitement.
Unpaid Influencers: Send a product to someone you admire. They may post about it – they may not! That’s the gamble, but it’s authentic – and sometimes it pays off big.
Bottom line: you don’t need a Kardashian to build buzz (and I’ll just say the Kardashian buzz isn’t the buzz you want anyway). You just need real people who actually care.
Focus First, Then Grow
Social media isn’t free – it costs time, attention, and can cost money. But the most important thing is that it’s flexible. You can dial things up or down. You can shift platforms or experiment with formats. What matters most is that you start with focus:
Clear goals
The right audience
A platform that makes sense for both
Then build your organic base, and layer in paid once you know what actually works. That is how you authentically and sustainably grow without selling out.
Because hope isn’t a strategy – but smart, focused effort absolutely is.