Jacqueline Snyder argues that viral content and social media followers aren't the only path to business growth. While she targets 200,000 followers herself, she says a product-focused business could thrive by selling through trusted retail environments where customers already shop, rather than chasing viral hooks and trends.
Everyone thinks that they need social media. They think they need TikTok. They think they need Instagram. And if you are on Instagram or you're on TikTok, if you're following any coaches on there, they're selling you Instagram and TikTok. So of course we think it's all about social media because we're on social and everyone is selling social. If you look at the content that goes viral, it's all like 10 hooks you can use today or use these music things or this is how I do stories and this. I want you to Zoom out for a second. Do I believe in having social media? Yes. My goal is to get to 200,000 people this year. Please follow me. I can't put me on a shelf. For me, content and speaking and video, all of that is necessary for this version of my business. But if I had a product, I'd be like, what great shop has my ideal customer that can come discover it because they already know, like, and trust that retail store and they're going to find it.
