Why Not All Content Should Sell: The Difference Between Growing and Selling on Social Media
One of the biggest mistakes businesses make on social media is trying to sell in every post. Every caption says “Buy now,” every video ends with a product, and every viewer scrolls past.
Here’s what most people don’t realize: there are two kinds of content—one grows your audience, the other sells to it.
If you treat them the same, you’ll do both poorly.
Let’s break down the key differences between growing content and selling content, and how to use both effectively to build a profitable online presence.
1. Growing Content: Build First, Then Sell
If you want people to trust you, follow you, and eventually buy from you, you have to start by giving value, not selling.
This is your “grow” content; its goal is to attract attention, build trust, and earn engagement.
What growing content looks like:
- Tips and tutorials that solve real problems
- Behind-the-scenes content or storytelling
- Relatable or funny content that fits your brand
- Trendy videos that align with your niche (especially on TikTok and Instagram Reels)
- Educational carousels or bite-sized lessons
Why it matters:
This type of content builds your audience. It tells the algorithm: “People like this account.” That’s how you get more reach, more shares, and more organic growth—even without spending money.
But here’s the key: this content is not about selling. It’s about serving.
2. Selling Content: Turn Viewers into Customers
Once you’ve built an audience with value, it’s time to guide them toward a purchase. This is where selling content comes in — and it looks very different.
Selling content must be clear, direct, and conversion-focused.
What selling content looks like:
- Product or service demos
- Testimonials or success stories
- Limited time offers and promotions
- “Before and after” results
- Direct call-to-action videos (e.g. “Click the link,” “DM us now”)
- Retargeting videos shown to warm audiences
Why it matters:
This content doesn’t go viral and it doesn’t need to. It speaks to people who are already interested. The goal is not to get likes, but to get sales.
When you run ads, this is the content that goes in your funnel.
3. How to Balance Both for Real Results
For a strong content strategy, think like this:
- 80% grow content (to attract and warm up your audience)
- 20% sell content (to convert warm viewers into customers)
Use the “grow” content to build trust and visibility. Then retarget those viewers with “sell” content using paid ads, or simply by mixing both types consistently on your page.
Real business growth happens when both types work together.
Final Thoughts: Grow First. Sell Smart.
If you’re not getting results from your content, the issue might not be your product — it might be the type of content you’re posting.
You can’t sell to people who don’t trust you. And you can’t grow with content that only talks about buying.
Know the difference. Use both wisely. That’s how real brands grow on social media in 2025.
Need Help with Content That Grows and Sells?
At Awaj Ads, we help Ethiopian businesses grow their brand with smart, strategic content—from videos that go viral to ads that convert.
Get a Free Starter Video Ad and let’s start building a strategy that works for your business.