The short answer:
Social media is not the place to teach people without their consent.
Which is exactly why most attempts to “sell through content” fall flat.
Let’s break down why.
Teaching only works when there’s an agreement
Educational content isn’t just “helpful text.”
It requires effort from the reader — to think, apply, or change behavior.
That effort only happens when there’s a mutual, even silent, agreement:
“I subscribe because I want to be taught.”
This works in:
- A newsletter
- A course
- A gated channel
- A dedicated blog or knowledge base
Without that contract, teaching feels like preaching.
And no one likes being taught by strangers — especially when they didn’t ask for it.
Expertise ≠ Instruction
This is a common misconception.
Expert content doesn’t have to mean:
- step-by-step guides
- checklists
- “how to do X the right way”
Expertise means the audience can tell you understand what you’re talking about.
It can look like:
- commentary on industry news
- breaking down real cases
- reacting to common mistakes
- sharing observations from your field
- even memes — if they’re accurate
You don’t have to teach to appear competent.
Value = What People Are Willing to Spend Resources On
Value is never abstract.
If a person is:
- spending time
- paying attention
- or parting with money
—it means they’re getting something useful.
Funny videos are useful — because they offer relief.
News is useful — because it reduces (or confirms) anxiety.
Reference tools are useful — because they solve problems.
If someone sticks around, it means there’s value — even if it’s not “educational.”
The Core Problem With Social Media
People don’t open social media to solve problems.
They open it to escape, to scroll between tasks, to feel something.
Most users are browsing:
- in line at the store
- during a commute
- between meetings
- when they’re tired
And in that state, they’re not ready to “learn.”
They want emotion, not instruction.
That’s why dry “how-to” content rarely performs well in feed-based environments.
But Emotional ≠ Unprofessional
Here’s the key mistake.
Let’s say you’re a lawyer. You could:
- sit in a suit
- read case law
- speak in a flat, formal tone
Technically, you’re an expert.
But in social media — you’re invisible.
Or you could:
- analyze real-life scenarios
- roleplay typical disputes
- challenge common myths
- speak with energy and emotion
That’s still expert content — just adapted to the environment.
What If You Do Want to Teach?
Then be upfront about it.
Create containers for intentional learning, like:
- “Academy of X” channel
- “Learn Y with us” newsletter
- a structured course
- or an educational blog
That’s where people come with the intention to learn.
But on social media?
Don’t teach.
Think out loud. React. Break things down.
Give your audience:
- moments of recognition
- emotional connection
- a glimpse into how you think
Bottom Line
Social media is a poor medium for formal teaching.
But an excellent place to show how your mind works.
If your audience:
- understands you
- relates to your stories
- sees themselves in your words
They’ll take the next step on their own.
And when they’re ready to learn — they’ll choose where and how.