Why They're Not Engaging (And What To Do About It)

More content isn’t the answer. Learn what actually drives engagement and keeps people coming back.

A few years ago, I went on a trip with a group of friends. We planned the trip to meet everyone's needs, so it should have been the perfect getaway. Not quite—the destination was agreed upon, the activities for the week were mentioned, and everyone's needs were addressed.

But when we got there? Chaos.

Some wanted adventure; others wanted relaxation. Some followed the plan; others ignored it completely. Even though we had the same agenda, we weren't actually aligned on what we needed from the trip.

No one was really to blame when things didn’t go as planned. People have different needs and priorities, and expecting ten different personalities with different priorities to align perfectly is unrealistic.

This is exactly what happens when you create content and expect your audience to engage.

It's not that they don't care—it's that their expectations, needs, and desires aren't aligned with what you think they need.

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More Content Isn't the Answer

The first reaction is to do more when engagement is non-existent or low. More posts. More videos. More emails. More effort is spent trying to be seen—but often, that only leads to more frustration - and no engagement.

But here's the truth: More isn't better if the message isn't resonating.

🚫 More content doesn't fix an unclear message.
🚫 More SEO doesn't fix an audience misalignment.
🚫 More social posts won't force engagement from the wrong people.

Instead of pushing harder, we need to pause and ask ourselves: *Is this content actually resonating with the people we want to reach? Is this what they are looking for?

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The Real Reasons They’re Tuning Out

People disengage not because they’re lazy or busy but because something isn’t clicking. Here’s what’s really happening:

No Emotional Connection: If your content doesn’t evoke feelings, people won’t engage. Emotion—not just information—is what makes content memorable.

Unclear Messaging: If people don’t immediately understand who you’re talking to and why it matters to them, they will scroll past.

Wrong Fit: If your audience isn’t aligned with your offer or message, they won’t engage—no matter how much value you provide.

One-Way Communication: If you talk at your audience rather than inviting them into a conversation, engagement won’t effectively happen.

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How to Fix Engagement (Without Posting More)

More content isn’t the answer—better content is. Here’s where to focus:

✔️ Talk to One Person, Not Everyone – Instead of general messaging, get specific. Example: Instead of "I help businesses grow," say, "I help solopreneurs create marketing strategies that generate consistent leads without burnout."

✔️ Create Content That Sparks Emotion – Share personal stories and lessons learned and ask questions that invite discussion.

✔️ Make Your Message Crystal Clear – If your audience has to guess if your content is for them, they’ll keep scrolling.

✔️ Encourage Two-Way Interaction – People engage when they feel involved. Ask for feedback, invite responses, and create space for conversations.

✔️ Pay Attention to What Works – Review past content. What sparked the conversation? What fell flat? Use that data to refine your approach.

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Your Next Step

Before you hit "publish" on your next post, ask yourself:

Is this content talking at my audience or with them?
❓ Will my audience see themselves in this?
❓ Does this content spark a response—emotionally or intellectually?

Just like that group vacation, engagement is about alignment, not just intention. You don’t need to create more—you need to create what actually resonates.

So tell me—what’s one change you’ll make to improve engagement this week?