SOCIAL MEDIA ISN'T REALLY SOCIAL ANYMORE~ CREATING CONTENT THAT CONNECTS CHANGES EVERYTHING

People used to log onto social media to see what old high school friends were up to or to post a blurry photo of dinner (back when that was a thing). But that’s not what social media is anymore. And honestly, I’m okay with that.

Today, people aren’t opening Instagram to check on their cousin’s vacation or their co-worker’s lunch. They’re looking for something that feels like them. Something that gets them. They want content that connects with who they are right now—in the season they’re in, the struggles they’re facing, or the version of themselves they’re becoming. And for creators like us? That’s actually great news.

The new purpose of social media is connection points. Social media has shifted from being about relationships to being about relatability.

Now, people follow accounts because they:

• Feel seen by the content

• Learn something useful

• Feel inspired or entertained

• See a version of themselves in your story

The good news is: you don’t need to perform or go viral. You just need to be clear, consistent, and real. Authenticity is the new gold standard. You need to show up with content that makes someone pause and say, “Oh my gosh, that’s exactly how I feel.”

That’s a connection point, and that’s where trust (and eventually sales) start.

So... what kind of content actually connects? If you’re building a digital product business or trying to sell your art, designs, or templates online, here are 3 ways to create content that connects:

1. Speak to the moment your customer is in.

Think about what your customer is feeling when they come across your work. What do they want their space, life, or mood to feel like? Your content should reflect that emotional or visual desire.

Examples:

“Need a daily reminder that calm is possible? That’s exactly why I created this printable affirmation set.”

“I couldn’t find a wall art piece that felt like me, so I made this collection for those of us who love quiet mornings, coffee, and earthy tones.”

“This floral pattern was inspired by the overgrown garden I used to hide in as a kid. I hope it brings a little nostalgia to your day.”

This kind of messaging connects like magic because it meets people where they are.

2. Show real-life use cases

People want to see what your digital product does for someone like them. If you sell a printable planner, show what it looks like filled in. If you sell art prints, show how they look in a real space. If you offer templates, show a before-and-after.

Social proof doesn’t always need to be a testimonial. Sometimes it’s just a real photo and a caption that says, “Here’s how I’m using this thing I made.”

3. Repeat your core message often (even if it feels repetitive)

Your core message is the emotional heartbeat behind your work. It’s the feeling you want someone to have when they see or use your product—peace, joy, whimsy, nostalgia, empowerment, connection.

Even if you feel like you’re repeating yourself, your audience needs that. It creates clarity and trust. Over time, your product becomes more than a product—it becomes part of their identity or ritual.

Here are some core message ideas for different types of artists and creators:

“Art that brings calm to chaotic spaces.”

“Designs that make the everyday feel beautiful.”

“A little humor and a lot of heart, for your favorite coffee mug.”

“Created to remind you of who you are and where you come from.”

“Because your home should feel like you.”

They aren't taglines; they're quiet truths you weave into your product descriptions, social posts, and visuals again and again. When someone sees your work and says, “This feels like me,” that’s when connection becomes conversion. Think of your content like breadcrumbs that lead your audience back to your offer.

You don’t need to be “social,” you just need to be human. You don’t have to overshare. You don’t have to be an extrovert. You don’t have to hustle for followers. But you do need to show up with clarity and empathy. That’s how you build a digital product business that lasts.

Social media is no longer about keeping up, it’s about finding alignment. And when your content becomes a place where people feel seen, they’ll keep coming back… and yes, eventually they’ll buy from you.

Warmest regards,

P.S. Want support as you turn your art into products people actually buy? Inside my membership, I share the exact steps, tools, and strategies that have helped artists and designers grow aligned, profitable businesses, with less hustle. [Learn more and join here.]