Brand visibility: Why brands are drowning in fluff on social media

The other day, I found myself on Facebook looking for something simple—a price. I clicked on the page of a well-known brand, expecting a quick answer.

Instead, I stumbled into a maze of skits, recycled TikToks, and supposedly “relatable” reels. After five minutes of scrolling and several eye-rolls, I gave up.

What frustrated me most was that this wasn’t some random meme page—it was a corporate brand I genuinely wanted to buy from.

So, what’s going on?

In their scramble to stay relevant, many brands seem to have lost the plot. The pursuit of entertainment and virality has overtaken the core purpose of their digital presence: to be useful. In trying to be seen, they’ve buried value under a mountain of fluff.

That’s not to say humour and creativity have no place. On the contrary, they’re essential in humanising a brand. But somewhere between “going viral” and “going off-brand,” something critical got lost—the user’s need.

Let’s break this down.

First, brands need to understand that social media isn’t just a vibe—it’s a tool. It's the first place many people turn to before making a call, sending an email, or walking into a store. If your page looks more like a comedy channel than a business, don’t be surprised when users bounce.

Second, not all engagement is created equal. Just because a video goes viral doesn’t mean it adds value. A clip that garners thousands of laughs but zero conversions? That’s entertainment, not marketing.

From the user’s perspective, the needs are basic—but urgent. They want fast facts: prices, operating hours, availability, contact details.

They want clarity, not to dig through dozens of videos to find a simple FAQ. And they want consistency. It’s great if your brand is funny, but it should also be findable and helpful.

Of course, we all appreciate a good laugh. A clever meme or a timely joke can do wonders for brand personality. But truly impactful content does more than amuse—it makes people think, it builds trust, and yes, it can make them smile. If your post doesn’t do at least one of those things, you might want to rethink sharing it.

This raises a bigger question: who are you really posting for? The casual scroller who might chuckle and move on, or the person actively looking for what you offer?

It’s time to reset. Being relatable doesn’t mean being random. Being visible doesn’t mean being everywhere for everything. And having an online presence doesn’t mean forgetting the users you’re meant to serve.

So, what’s a better approach?

Start with a quick audit of your social media feed. Would a stranger understand what you sell in under 10 seconds? Pin the important information—your prices, contact details, frequently asked questions—right where people can see them. And above all, strike a balance. Yes, entertain—but also educate and inform.

Think of your social media like a digital storefront. If it feels chaotic or irrelevant inside, people might walk right past—even if what they’re looking for is sitting on your virtual shelves.

In the end, people don’t scroll to be sold to. They scroll to be served. They want clarity, useful information, and maybe a little enjoyment along the way.

So next time you're tempted to jump on the latest dance trend or share another “funny client moment,” ask yourself: Is this for my audience, or just for the algorithm? More importantly—will it help the person who’s simply trying to find a price?

The writer is a senior HR executive and consultant