Anna asked me a question recently that I know a lot of you are feeling too:

“I’m discouraged because I don’t get a lot of engagement on my posts. Should I keep going or change what I’m doing?”

Here’s what I told her—and what I want to tell you:

First off, it’s not just you. The algorithm has gotten harder. Organic reach is down across the board. And for indie beauty founders juggling five million things? That can feel like shouting into the void.

But here’s the truth: you don’t need everyone to engage—you just need the right people to connect.

So what can you do?

🧪 Test your content.
We do a deep dive in the Beauty Brand Growth Roadmap on all of these but try cycling through different post types over the next few weeks to see what resonates. Here are some to experiment with:

• Educational: Teach something—ingredient deep dives, skincare myths, how-tos.

• Storytelling: Share your founder journey, customer wins, or behind-the-scenes moments.

• Transformational: Before-and-afters, or problem/solution posts

• Values-based: Talk about your mission, what matters to you, or what your brand stands for.

• Relatable: Use humor, show the messy middle, or speak directly to your customer’s pain points.

• Sales posts: Yes, these still matter—just make them valuable and clear.

📊 Check your insights.
Look for what’s getting saved, shared, or DMed—not just liked. These actions show real interest.

🔁 Repeat what works.
If something catches, don’t move on too quickly. Post more of that.

And remember two things:

1. Silence doesn't mean you're not being seen. Most people are watchers, not commenters. Your content is landing more than you think.
2. Try something and keep moving - if you let it get you down it can freeze you up and waste your time second-guessing everything.  On to the next!

Keep showing up, keep refining, and don’t let the numbers talk you out of your momentum.

You’re building something worth sharing.