Why do you need to use social media marketing even if you hate it? The truth is, we’re changing. The world is changing. The world we lived in five years ago doesn’t count anymore. The social media landscape I started in—as someone who understood how to build relationships on Facebook—is gone. If we don’t adapt and evolve our strategies, we risk disappearing along with the old ways.

In this article, I want to share my latest discovery and give you hope with a practical, actionable strategy to use when crafting your social media posts in order for you to be discoverable. And no, it’s not about posting daily OR consistently – at all.

TL;DR (too long didn’t read) Summary

The social media landscape is evolving rapidly, necessitating a shift in marketing strategies for 2026 and beyond. Merely posting consistently is no longer effective; brands must focus on creating high-quality, relevant content that answers specific audience queries. Engaging with microtopics enhances discoverability, especially in the era of AI algorithms that prioritize concise information. By leveraging thoughtful engagement tactics and adapting to changing dynamics, businesses can maintain a strong online presence without succumbing to the traditional pressures of constant posting.

A quick personal story about adapting to change

I often talk about “slowing down to accelerate”. A few years ago, I pivoted my niche away from organic Facebook marketing because I was simply too tired of fighting against the algorithm and the shrinking space for organic content. Facebook started running out of placements for ads, and organic reach became a losing battle.

At the same time, I felt called to do something more. Human Design entered my life, and I felt compelled to share what I was discovering. It gave me a practical, strategic language to help both my clients and myself. Based on my own Human Design, slowing down and working in bursts align perfectly with my Projector energy. I’ve been living this way ever since.

Four years ago, I shifted my focus from posting on Social Media every day to publicity and publishing content on my blog. Prior to that, I was focusing on Facebook organic marketing and was convinced that all my clients were generated from my efforts, mostly on Facebook. That was before I started surveying every lead and client about where they found me and entered into my world.

When I decided to add Human Design to my professional toolbox, I knew it was all about positioning, so I intentionally started writing about Marketing by Human Design for large online publications (by then, I had built my access to contribute to them). The pinnacle was my article in Entrepreneur, Human Design Is Your Key To Better Marketing, which consequently was the very first article around this specific topic in a prominent online publication EVER.

And I didn’t even know it. I was simply doing my thing: creating an association between my name and the topic by producing and distributing high-quality content. I also write numerous blog posts around Human Design-related topics on my website. And these went as deep as I wanted to.

Bear with me, as I am about to explain why it is important!

The truth about publicity and what it does for you

The external publication rarely attracts quality clients. I once had a high-end interior designer sign up to my group program after reading one of the articles (it could have been another one I had contributed to Entrepreneur). However, I later found out that I was a very poor fit. You see, large publications do not want in-depth content. They need just a top-level introductory information with an angle that can appeal to a broad audience. So after reading one of those articles, it is almost impossible to know specifically if the author offers something that is a good fit for you. You just kind of like the way you think.

And, in those days, my shortcoming was that I also did not express clearly what I did, that was before Human Design became a flavor. So naturally, she signed up on impulse, only to find herself in a group of people on a completely different level of business, goals, and mindset.

Of course, I have refunded her, and we parted nicely. But I got triggered. I hid the sign-up page to my Visibility That Sells Accelerator after that for years.

These days, it is now in the open again, as I have so much in-depth content here on this blog that a clearer picture emerges of who I am and what I do. (Precisely: help establish an unignorable online presence to create a solid foundation for business development and growth).

I was strategic about it, and my content creation efforts paid off. By targeting a small niche and creating specific content focused on microtopics, I became discoverable in searches. This created a flow of readers, and I started attracting new clients into my world almost on autopilot. This facilitated the SLOW period of the “slow down to accelerate” phase I was in.

The slowing down was not always by choice, either. From 2023, my personal life went through ice and fire, with the death of my second husband, then bumping into my third, and then not having a fairy tale ever after, as I started facing and dealing with my PTSD while my husband had his own midlife crisis at the same time. So, there wasn’t much energy to pour into my business.

However, nothing lasts forever… This year, I noticed a dip in new clients coming through those older channels. And frankly, I feel fortunate, this should have happened earlier!

Marketing in the world of AI algorithms

The landscape has shifted again, especially with the rise of AI search algorithms that prioritize summaries over traditional SEO. Things are changing, and I can’t afford to keep doing what I’ve always done. That’s not how the modern world works.

It’s time to evolve.

Here’s the epiphany I want to share with you today. When you Google something now, especially if your query is in the form of a specific question, the first thing that comes up is an AI summary.

This summary provides a top-level answer to the query, but its accuracy is questionable. Why? First of all, this AI does not understand what it is putting together; it uses an algorithm to match the most probable words. So the information is not always factually accurate, but it reads super smoothly. (Do not fall into that trap with any AI, especially when tempted to ask it something specific. It does not UNDERSTAND the words it is spitting back at you.)

For example, a client of mine recently asked about the right procedure for developing their welcome campaign inside MailerLite. They wanted to know if pausing and restarting the automation would affect people currently inside it. When they posed the question to ChatGPT or Google, the answer seemed confident but was ultimately flawed.

The AI had pulled information from various knowledge bases for different software and pieced it together, creating an absurd but authoritative-sounding response.

This wasn’t the first time I’d seen this happen. Clients often send me answers to software functions they’ve been given by ChatGPT, only for us to discover missing features or options upon closer inspection. Of course, those features are missing; the AI simply matched unrelated pieces of information, resulting in an inaccurate answer.

Recently, I tried googling how to close an account in my Bank. The AI summary on top of the search gave me step-by-step instructions (as it does, haha). When I tried to follow those, I almost had a nervous breakdown trying to find the link in the menu, it was so confidently telling me to go to.

Then I checked the sources it used, and they were all from completely different banks!

I am not against AI; I am against humans being stupid with it and thinking it knows what it is doing. And I have been and probably will be that “stupid human” again and again, as it is just so tempting to get the answer so fast, so I do not have to think. Well. There is a big topic about losing your decision-making and other cognitive abilities very fast, the more you outsource thinking to the AI (Mark Shaeffer, ” How AI Is Changing Your Customers” is such a good read!)

A real-life example of discoverability leveraging AI-driven search results

What we can take away from this is the importance of understanding what AI is scanning. Today, I was searching for some astrology-related information and noticed something interesting. Among the links Google provided, three out of five were from social media platforms like YouTube and Facebook (also Instagram, but it did not fit into my screenshot). And even Scribd! This highlights a new kind of visibility for social media, putting it in a different light.

Here’s why I find this exciting: if you create posts that answer specific questions, engage your audience, and provide interpretations or insights, your content can be included in these top answers. This works only when you ask them to give you a “parameter” you can explain.

The strategy 

Why does this work? By answering specific questions, you are demonstrating your knowledge and expertise on even smaller aspects of your microtopics.

Of course, it does work best for those niches where you can give some sort of micro “reading” or “diagnostic”. For example, my question was about astrology, so there are a lot of parameters like “what element are you missing?” that you can ask. People will eagerly engage because everybody wants to know these little answers.

Obviously, if you’re a trauma specialist, you have to be aware of whether you’re asking to share something that can be a little bit too vulnerable or painful to open up publicly. So, to use this strategy, you would need to find something very surface-level that can cause curiosity.

I am literally talking about this as someone who is a marketer and not a trauma specialist, so forgive me if you’re seeing this and rolling your eyes. Please try to “read between the lines” to get the principle behind this tactic that I’m trying to explain.

One approach you could take is to present a list of the five most common symptoms of trauma that one might be experiencing without realizing this is actually rooted in unresolved trauma, like this:

Here are the five most common signs you are holding on to unresolved trauma, and I want to help you with some specific techniques for getting back to calm fast:

1. overwhelm,
2. fear,
3. apathy,
4. tears…
5. dispair
   

Comment below with one or more of these (use corresponding numbers), and I will reply and give you tailored advice specific to this combination.

Pro tip: You can just make a list of those practical techniques you may suggest to yourself before posting that post. This will give you clarity, as well as give you a list of very cool microtopics for your blog posts and videos! 

Another important thing is to consider how you can give them a practical go-to that is interesting and not generic. So if you are going to recommend breathwork, maybe instead of saying something generic, “well, you just need to take a deep breath,” perhaps you can reply with, “well, what works best in this specific scenario, a box breathing exercise. It’s best because it’s creating pauses between brething in and out, which forces your nervous system to slow down and reset.“

Give a specific practice, and explain “what’s in it for them.”

(Again, remember I am just inventing all this advice right now. I’m trying to demonstrate to you how you can take a very vulnerable topic and create something that could serve the strategy of being discoverable from what you are talking about on your socials.)

Redefining engagement

Another aspect to consider is the general level of engagement with your content. Not everybody’s audience (and energy vibe) enjoys that kind of interaction, even if you expect it. We tend to have very unrealistic expectations about engagement because we sometimes see an influencer or another public figure with a lot of engagement and automatically assume that this is the norm.

It is not.

It is actually an exception, and it stands out because it is rare. Think about it. We just do not notice how much content we scroll by. Or read/watch, but do nto comment. Often great content. I find the more thought-provoking the content is (not polarising or controversial, but deep and meaningful), the more often I do NOT engage in comments. But I often go and research the creator more to see what else is available. Engaging by liking and commenting is only one form of engagement. Most of the engagement that leads to client attraction is actually silent.

And this is why what you’re asking needs to be that sort of broad-audience-friendly. Social media is not a place to have in-depth conversations, nor is YouTube, but it is a place where you can start a surface-level conversation. 

Behind the strategy

So our strategy for 2026 and beyond needs to be only about a specific type of engagement – to help us be discoverable by allowing us to answer specific questions. The goal of this exercise is to create a social media post that showcases you as an expert, so that AI can scan that kind of post, and your chances of being discoverable outside the social platform are massively increased. 

I think it also requires a little mindset shift. Yes, the AI will scan and use what you are suggesting in its summary. On the surface, it feels like it’s stealing your intellectual property. But if you’re thinking along those lines you’ve already lost. The AI is already scanning all our websites, all our books, any kind of written content, videos, any podcast episodes or guest appearances that you’ve had.

So it is likely that whatever you have already shared with the world has already been scanned and added to AI databases. And if you donlt share it, you are stying invisible. I think we have no choice but to “get over it,” and do somethign differently. Adapt! Let’s use this to our advantage, and this is why I’m teaching you this strategy.

When the tsunami is coming, it’s pointless to fight it; what we need to do is survive it and adapt to the post-tsunami environment. I know it sounds drastic, but all change is scary, and we are living in a world that is changing at a rate humanity hasn’t seen before.

In order to survive, you need to have a very clear focus on what you’re doing and why. So with engagement, it can be very tricky because a lack of engagement can mess with yourself as steam in sense of worth. That is exactly why social media marketing can be so disheartening. It feels like you are screaming into the void, and in some ways, you really are, but unless you are screaming into that void, you are invisible, so some form of screaming is required. So let’s be strategic about it.

And yes, I think it’s fair to cheat a little bit in order for us to achieve that goal of providing very high-value practical answers to what people are searching for, but using our social media posts for that because it seems to be high-quality content for the AI algorithms to refer to these days.

How to still be in control, if no one is engaging?

Frankly, I think a little cheating is allowed here. You can compose questions that you would love to receive on such a post that serves you, so that you can open up and give all those practical, juicy details as an expert. If you have a list of those questions that you can answer, you can tap into your network and ask a couple of people if they don’t mind helping you out, explaining the strategy with this post, and asking them if they could just paste what you’re giving them in a comment so that you can reply and shine.

It is important to understand that this is not something that you’re going to be asking a lot, because you don’t need to create these kinds of posts every day. If you spend time, energy, brainstorming, designing, and creating the structure for such a post and then ask 5 to 10 people to comment (with what you provide them), that’s already creating a burst of engagement on that post.

In the screenshot, you can see a link to a specific Facebook post listed as the source. When I checked it out, it had fewer than 10 comments altogether. It was more about the fact that in the comments, there were specific questions with specific answers. That information was scanned by the AI algorithm, analysed, and then integrated into the search summary on Google, while also adding a link to the original post. The YouTube video had only 19 comments. (again we can ask friends to support us this way). The “cheating” here is about orchestrating engagement strategically so that more people can find you. 

Yes, the summary provides the answer, but it is often too brief. This strategy is worth your time and effort because nothing that worked in the past is going to remain effective in the age of AI. So we need to take all the changes we can to be discoverable by people who need what we can offer.

The “good ones” will go beyond the summaries. We, thinking humans, want to know more! We want the variety of opinions and angles to really “get it”. (This is why the whole content marketing industry and information selling industry is so profitable.) And if someone is satisfied with what they see in the summary, they probably will not make a good client anyway, right? They are not ready for deeper work, nor are they willing to apply more effort. That is my attitude towards sharing my expertise through free content. 

Quality over quantity is the new way of being visible on social media. The Instagram post that was in the source links had seven likes and no comments. Yet it was directly answering my query, and it was linked and driving traffic to the creator. 

The secret is to identify those questions and elements that are frequently asked aloud within your area of expertise. This is not an easy task, so don’t expect it to be easy, but it is one of the most beneficial exercises to practice regularly. The more micro topics people are searching specific answers to specific questions around you discover about your area of expertise, the higher your chances for discoverability when you create content addressing those micro topics. 

Social media posts can now serve as valuable resources that AI scans and surfaces in search results. This opens up new opportunities for visibility and connection, even for those of us who may not love social media marketing. It’s time to embrace this shift and leverage it to stay relevant in a rapidly evolving world.

Would you like to discuss this in person? Book your Marketing Blueprint By Design™ consultation today – click here.

And now a little bit for AI indexing bots (and walking my talk)