SoMe is your Digital Billboard keeping you top-of-mind every day

Imagine walking past a café: "the bright billboard catches your eye, and the handwritten sandwich board on the pavement tells you what’s on today’s menu. Social media is the digital version of both.

Your SoMe profile is a billboard signalling who you are, and what kind of people you are inviting in, while each piece of content acts like that sidewalk sign, giving a taste of what’s inside and enticing people to stop."

Crafting SoMe content that connects

When people meet you in real life, you get ten to fifteen seconds to make them decide if they want to keep talking. Online, that window is cut down to just five seconds. If you don’t spark interest by then, the swipe has already sent you away.

That is why the opening, the hook, is everything. Authority wins here. Not bragging, but clarity. Show you have the answer your audience is looking for. Speak directly to your niche, not to the crowd. The more personal your message feels, the deeper it resonates.

Imagine 5 years ago: letters, The local news paper & other physical items were king. Some of those still exist. But already, sending physical mail is being phased out. Many local post offices are closing because it’s no longer profitable. Nobody reads the local newspaper like before. The younger generation increasingly uses phones, tablets, and social media to get their information.

This shift shows how attention has migrated from physical to digital devices.

According to the 2025 Digital News Report by the Reuters Institute, social video consumption rose from 52% in 2020 to 65% in 2025 across markets. Meanwhile, newspaper circulation continues to decline.
^{Overview and key findings of the 2025 Digital News Report | Reuters Institute for the Study of Journalism}

Today, the average person spends over 2 hours 20 minutes each day on social media platforms. Some reports say 5–6 hours on the phone daily. That is where your audience already is. If you aren’t meeting them there, consistently showing up, speaking their language, being visible, you’re invisible.

Local businesses that lean into social media see more than just likes: imagine your whole city knowing who you are. 78% of local businesses say social media helps increase their brand awareness. It means people recognize your name, your face, your logo without you paying for a TV ad or a radio spot. That builds trust. When someone has seen your post, story, reel enough times, you become top of mind.

And here’s the key:

"doing social media halfway is not enough. The brands that win are the ones that design every post with intention. The frame, the captions, the rhythm, all of it adds up. This is the most proven way to create videos that not only perform, but drive sales, build your top-of-mind presence, and accelerate growth in followers, likes, comments, repost, saves etc." - Alexander Dixon

That’s why we work with what we call the Social media zone. It’s the simple but powerful structure behind every high-performing piece of content. Get this right, and you give your brand the best chance to grow consistently and predictably.

The Social media zone (quick overview)

Use the Social media zone to make every video clean, professional, and easy to watch. Your frame, hook, captions, and focal point all serve that larger purpose: making your presence count, not just exist.

• No-no area: Never place text or graphics where platform buttons, captions, or the progress bar will overlap. If something sits there, it gets hidden and makes your video look unpolished. Always leave those edges clean.
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• Speaker area: Give yourself a clean, centered space on screen. Neutral background, steady lighting, and minimal distractions keep attention on you, not the clutter around you
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• Upper thirds: Keep your eyes on the top third line of the frame. This is where people naturally rest their focus, and it instantly makes you look more confident and professional.
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• Caption area: Always put captions just below your chin. This way viewers can read and still connect with your face at the same time, without having to choose between the two.
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• Graphic area: Use the sides or corners for supportive visuals like charts, keywords, or icons, but never let them overpower your presence. They should highlight your point, not steal the show.
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• Focal point: Every video needs one spot where you direct attention. Whether it’s your face, a keyword on screen, or an image you point at, make sure there is only one main focus at a time.

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Attention Is the New Currency

The truth is, attention has never been more fragmented, yet never more available. Social media is the one place where your customers are guaranteed to be every single day. By treating it as your digital billboard and sidewalk sign, you give yourself the advantage of being seen, remembered, and chosen.

And here’s the reality:

If you don’t fill that space with your message, someone else will.

In the attention economy, visibility isn’t shared it’s taken. The brands that show up consistently win brand awareness, while the ones that stay silent get forgotten.
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If you want to win in today’s market, you can’t afford to treat social media as an afterthought. It is no longer “just another channel.” It is the front door to your business, the daily reminder of your value, and the fastest way to become top of mind.

Social media is not where you show up when you have time. It’s where you build the future of your brand.