When people are on social media, they don’t want to be lectured to about your product or service. What they want is news or entertainment. You may be able to get them to politely sit through a lecture about your offering, if you are able to present that lecture as either news or entertainment¹, but that doesn’t mean they care about your solution beyond the vague emotional texture it adds to their daily scrolling (which, as we know, almost invariably ends in a net negative).

However, when people are on your website, it means they actually want, and maybe even need, whatever it is you offer. Otherwise they wouldn’t go out of their way to find you and learn more.

So, for which of those audiences are you more concerned about when creating your content?

1. You may also get them to sit through your lecture if it is an interruption to their news and entertainment in form of an ad, but people generally don’t like their entertainment interrupted and they don’t like to be sold to, so you’re fighting an uphill battle for goodwill in that respect. ↩︎