Why Your Content Creation Strategy Isn’t Working (And How to Fix It)

You’re posting regularly. You’ve got a decent-looking grid. Maybe you’re even pushing out videos, scheduling content and jumping on the ever-changing trends.

So why does it feel like nothing’s happening?

If you’re not seeing the likes, shares or conversions you expected, you’re not alone. Many brands find themselves putting hours into content creation only to see minimal return. The truth? A good-looking feed isn’t the same as a working strategy.

In this post, we’re going to break down the real reasons your content creation strategy might be falling flat. More importantly, you’ll find how to fix it using proven tactics and real-world examples from brands who turned things around.

Read on for the symptoms, causes and treatments for your broken content strategy – but first…

What exactly is a content creation strategy?

Whether it’s articles, how-to videos or just like–worthy images, the vast majority of brands share content in one way or another. But not everyone will be familiar with the idea of a content strategy.

In short, a content creation strategy is a strategic approach to how you create, manage and distribute your content. Rather than creating and posting content as and when you feel the need or find the time, it’s about putting a step-by-step plan in place to create, distribute and optimise your content.

Specifically, your strategy should:

  • Enable you to create value for your audience

  • Reflect your brand’s values and USPs

  • Work towards specific goals for your business

Symptoms: The warning signs of a broken content strategy

Let’s start with the symptoms. If any of the below sound familiar, your content might need more than a refresh:

  • You’re posting consistently, but engagement is low

  • Your follower count is stagnant, or worse – declining

  • Your audience isn’t clicking, buying or taking action

  • You’re spending time creating content, but struggling to measure the return on investment (ROI)

  • You feel like you're running out of ideas or stuck in a content rut

These are all signs that your current approach isn’t resonating with your audience. But don’t worry – the problem isn’t always the product or even the platform. Often, it’s the strategy behind the content that needs attention.

Causes: Why most content creation strategies fail (and what you might be missing)

There are a few common mistakes brands make with content creation. As we’ll discuss below, these small missteps can snowball into big performance issues.

1. You're posting too much promotional content

We get it. You’ve got products to sell, services to promote and launches to talk about. But if every post reads like an ad, audiences switch off fast.

Solution: Shift your content mix. Follow the 80/20 rule – 80% value-based content (inspiration, tips, storytelling), 20% promotion. Create content your audience would save, share or comment on – even if they weren’t ready to buy yet.

Read more: Influencer-Generated Vs. Branded Content

2. You’re not reaching the right audience

If your engagement is low or your content isn’t getting seen, you could be talking to the wrong people – or no one specific at all.

Solution: Drill into your audience personas. Who are you really trying to speak to? What platforms do they use? What kind of content do they engage with? Working with micro-influencers or UGC creators who already talk to your niche can instantly bridge this gap.

3. You’re not using UGC or creator partnerships

In 2025, brand-only content isn’t enough. Users trust real people more than logos. In fact, 84% of people say they’re more likely to trust brands when they use UGC in marketing campaigns. If your feed is packed with polished brand graphics or stock photos, you’re missing out on the authenticity today’s audiences crave.

Solution: Leverage UGC and content creators. Campaigns like Little Freddie and Sipful Drinks have seen huge success by working with relatable creators who tell real stories – not just polished ads.

4. Your content lacks personality and authenticity

Take a look at your posts. Could they belong to practically any other brand? That’s a red flag, unfortunately. In today’s landscape, cookie-cutter captions and overly branded visuals simply don’t cut through the noise. People crave content that feels human – especially on platforms like Instagram, TikTok and YouTube, where personality-driven storytelling is king.

Solution: Inject personality into every piece of content:

  • Use a tone of voice that reflects your brand’s values.

  • Introduce real people – your team, your customers, your creators.

  • Better yet, collaborate with UGC creators who know how to blend brand storytelling with everyday relatability. For example, @do.it.yourself.mum didn’t just show Frenchic Paint – she shared a heartfelt, family-led transformation using their products. The result? 2.8 million people reached and a 7.34x return on ad spend.

5. You have no clear purpose or measurable goals

Posting for the sake of it? You’re not alone. Many brands get caught in the hamster wheel of content creation without stepping back to ask – Why are we posting this? Without clear objectives – and a way to measure them – content becomes noise, not strategy.

Solution:

  • Get specific with your goals. Is this post meant to drive traffic, build trust, grow awareness or increase sales?

  • Use KPIs like engagement rate, CTR and conversions – not just likes.

  • Create content pillars that support specific business objectives.

  • And tie every campaign back to a purpose. For example, when Albert worked with 74 influencers, each post had a clear goal – increase awareness and drive app downloads. The results? Over 1.4 million people reached and $90,000 in media value.

6. Your content isn’t tailored to the platform

One of the biggest mistakes brands make is cross-posting the same content across every channel. But what works on YouTube doesn’t always land on TikTok. Instagram Reels have a different vibe than static feed posts. And your email audience? They need something else entirely.

Not convinced that platforms actually matter to customers? TikTok users say they are 58% more likely to trust UGC on TikTok compared to other social media channels – so it’s not just another place to share your content.

Solution: Create content for the platform:

  • If you're posting on TikTok, think vertical, raw, trend-led videos.

  • For Instagram, mix Reels with Stories and carousel posts.

  • On YouTube, long-form storytelling and tutorials shine.

  • Repurpose ideas – not exact formats.

  • And stay current with what’s trending on each channel. When ITV’s Love Island partnered with relatable UGC creators (instead of ex-contestants), they tapped into TikTok-native content that their younger viewers loved – generating 733,600 engagements and $80,000 in media value.

Treatment: How to turn it around with content that converts

If you’ve spotted some of your own content issues above, we have some good news – they’re fixable. Realigning your content creation strategy doesn’t mean starting from scratch. It’s about getting smarter and more intentional with what you share, how you share it and who you create content with.

Here’s a recap of the six points we covered above to treat your broken content strategy: 

  • Start with your audience, identifying your target market and how you can reach them

  • Build in creators and UGC that resonate with your audience

  • Focus on authentic content that reflects your brand, using real people and storytelling to really connect with customers

  • Tailor content by platform, repurposing ideas rather than the content itself

  • Share an 80/20 mix of value-based content and promotional posts

  • Track performance and double down on what works in line with your clear objectives

And remember – you don’t need to go it alone. A specialist content creation agency can help with every single one of these steps!

3 brands that cured their content strategy

A refined content creation strategy can lead to real results. Don’t just take our word for it though. Here are just a few examples from brands that partnered with Find Your Influencer to course-correct and win big:

ITV engaging a young audience 

ITV wanted to connect with a younger audience without relying on pricey ex-contestants from Love Island. They turned to relatable UGC creators. These everyday influencers produced content that felt real, fun and perfectly aligned with TikTok and Instagram trends.

13 influencers created 60 content pieces, resulting in:

  • 733,600 engagements

  • $80,000 media value

Albert App

Albert is a maths education app targeting students and parents. But it needed more visibility and a way to cut through crowded ad space. By working with 74 niche-aligned influencers across Instagram and TikTok, they shared powerful product stories in a natural way.

The results speak for themselves:

  • 1.4M+ reach

  • 70,000+ engagements

  • $90,000 media value

Riva Blu Restaurants

Riva Blu needed to highlight their new seasonal menus and dining experience. They partnered with 60 local lifestyle and foodie creators in Manchester, Liverpool, Leeds and Birmingham to promote their restaurants across the UK.

We hand-picked influencers who combined true authority in their niche with a passion for creating engaging content. The best influencer activity was then promoted with targeted social media campaigns for greater reach:

  • 2.6M reach

  • 25,000 engagements

  • £117K media value

These brands didn’t need more content – they needed better strategy, clearer goals and the right creators to tell their story.

What winning looks like in 2025 and the future…

Gone are the days of “posting and hoping.” Today’s high-performing content strategies are:

  • Audience-led

  • Creator-powered

  • Platform-native

  • Data-informed

  • Built for trust, not just traffic

Successful brands aren’t just louder – they’re more relevant. They know where their audience is. They speak in their language. And they use content creators to drive connection, not just promotion. 

What about AI?

It’s impossible to ignore AI when talking about modern content creation. Forbes discusses how companies must adapt their content strategies to the ‘AI revolution’. However, in recent years, the role of AI has become clearer.

With 90% of people valuing authenticity highly when choosing brands, AI isn’t the answer for content creation. Instead, it’s something you should consider in terms of how your audience finds content.

Google’s AI overview appears at the top of an increasing number of searches (almost half!), which has limited the power of written content for ambitious brands. As a result, you can expect even more companies to turn to social media to get results from digital content. 

Start creating content that works!

If your content strategy feels like it’s stuck in second gear, now is the time to rethink it – not abandon it. With the right insights, creators and direction, your content can start pulling real weight across every stage of the funnel.

At Find Your Influencer, we specialise in helping brands craft creator-led content strategies that actually work. From campaign planning and influencer matching to tracking results and scaling what converts, we’ve got you covered.

Ready to fix your strategy and start seeing results? Let’s build a content creation strategy that works for you and your target market.