Why Templates Can Hold Your Social Media Back
If you’ve ever searched for social media help, you’ve probably seen templates. Fill-in-the-blank posts, pre-written captions, and formulaic content seem like an easy solution. But here’s the problem: they often make your business blend in instead of stand out.
Think about your favorite local shops or service providers. What makes you remember them? It’s usually something personal—the way they talk, the little details they share, or how they make you feel. Templates strip away those unique touches.
The Engagement Problem With Templates
When every post follows the same rigid format, people notice. Here’s what happens:
- Your content feels generic, like it could belong to any business
- People scroll past because nothing catches their attention
- You miss chances to connect on a human level
- Your posts don’t reflect what makes your business special
Social media platforms actually show your posts to fewer people when engagement drops. So using templates can accidentally make your content less visible over time.
A Better Way: The OBA Framework
The OBA framework (Offer, Behind-the-Scenes, Authority) gives you structure without sacrificing authenticity. Here’s how it works differently from templates:
Offers That Feel Personal
Instead of copying a sales template, talk about your offer like you would to a customer in person. Mention why you’re excited about it or share a quick story about how it’s helped others.
Behind-the-Scenes That Show Personality
People connect with people, not polished ads. Show your workspace, introduce team members, or share small moments from your day. These don’t need perfect lighting—just real glimpses into your business.
Authority Built Naturally
Share what you know in your own words. Answer common customer questions, explain how things work, or give tips related to your field. Speak like the expert you are, not like a textbook.
Making It Work For You
You don’t need to start from scratch every time. Try these simple steps:
- Keep a note on your phone of post ideas when they come to you
- Set aside 15 minutes twice a week to write captions in your own voice
- Use your camera roll—quick photos and videos often work better than staged shots
- Reply to comments with the same tone you’d use in person
The goal isn’t perfection. It’s showing up as your business’s real self, consistently.
Your customers chose you for what makes you different. Let that come through in your posts, and you’ll naturally attract the right people. You’ve got this!
