The Secret Behind Scroll-stopping Brands: Using Social Media for Business

Doomscrolling is the new channel surfing. It’s mindless, endless, and mostly forgettable—until something makes us stop. A post that cuts through. A brand that actually sounds human. Suddenly you’re not just looking—you’re listening. That kind of presence doesn’t come from guesswork but is built with intention.

And it matters as Sprout’s Content Benchmark Report found that 37% of consumers think that the most memorable brands directly engage with their audience on social media. In a feed full of noise, you need to figure out a way of being noticed by your audience.

Great brands on social don’t try to be everywhere at once. They show up where it counts, say something worth hearing, and leave an impression in a split-second scroll. They speak with clarity, not volume. They’ve figured out that in a crowded feed, the sharpest message wins, not the loudest one.

Pick your platform like you pick your battles

You don’t need to post on every app with a logo. You just need to know where your people hang out and how to actually talk to them once you’re there.

If you’re a B2B brand killing it on LinkedIn, forcing yourself onto TikTok for the sake of “reach” won’t do much except water down your message. And if your community lives on Instagram, but your posts feel like stiff press releases in a pretty font? Still a miss.

Each platform has its own energy. Facebook’s still great for community and updates. Instagram? It’s where you tell your story visually. LinkedIn is your suit-with-sneakers power move. And X (formerly Twitter) is for brands with sharp wit and quicker reflexes.

Don’t waste time shouting into platforms that don’t return the echo. The key? Find where your voice fits, then show up like you belong there.

Post like a person, not a press kit

Here’s the thing—no one follows a brand just to get product dumps and promo codes. The latest 2025 Sprout Social Index found that consumers are looking for a personalized approach to social media content and response.

They follow brands that feel something like a friend. Or a muse. Or a reliable source of good stuff in the middle of their chaotic scroll. That doesn’t happen when your captions read like legal disclaimers or you post just to hit some weekly quota.

Instead, post things you’d actually stop for. That might be a behind-the-scenes snap, a punchy one-liner, a quick story, or a killer meme that’s right on time. Bonus points if your community starts tagging people or quoting you in the comments.

According to Sprout Social, 77% of consumers are more likely to buy from a brand they follow on social media. So yeah, your feed is part of your sales funnel—but only if it’s worth following in the first place.

Treat engagement like a two-way street

Social media is social for a reason. It isn’t just some billboard with a one-way message to the audience. It’s a conversation. And conversations don’t work if one side just keeps talking.

The brands that win long-term aren’t the ones with the most followers but the ones who show up in the comments, answer DMs, like their community’s posts, and respond like a real person (not some bot with approval layers). That kind of attention builds trust, and trust builds loyalty.

Even your customer support plays a role here. Responding publicly to questions or complaints isn’t just damage control—it’s a chance to show the world that you care and are listening.

Use the numbers, but don’t lose the soul

Yes, analytics matter. Yes, you should know your reach, engagement rate, and top-performing formats. But don’t let the algorithm fully drive the car.

The best content sits at the intersection of insight and instinct. Check the data, sure—but keep a pulse on the cultural moment, your audience’s mood, and your own brand voice. That’s the stuff you can’t automate.

Use insights to shape your strategy, and they’re right. Just remember that behind every metric is a real person who either felt something—or didn’t.

Be the brand people want in their feed

Showing up well on social isn’t about keeping up with trends or gaming the algorithm. It’s about knowing who you are, showing up with personality, and being consistent enough to earn trust.

There’s no one-size-fits-all formula, and that’s the beauty of it. Your social presence should feel like your brand’s best self—approachable, clear, fun, and worth the follow.

Because in a world that scrolls fast and forgets faster, showing up with heart is how your brand actually stays remembered.