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From Noise to Connection: How Social Media Marketing Has Shifted and What Entrepreneurs Must Do Next

  • Kelsea Koenreich
  • Sep 24
  • 5 min read
Woman with Coffee

If you’ve been feeling like marketing on Instagram—or any social media platform—just isn’t working the way it used to, you’re not imagining things.


The market has shifted.


What worked five years ago, or even during the pandemic boom, no longer produces the same results. And if you’re still trying to play by those old rules—posting more, chasing every trend, and focusing on visibility alone—you’re likely feeling frustrated, exhausted, and maybe even questioning if entrepreneurship is still for you.


The truth is this: social media marketing has evolved. The question is, have you evolved with it?


In this blog, we’re diving into:


  • How Instagram (and marketing as a whole) has changed over the last decade

  • Why “loud and more” content doesn’t work anymore

  • The role of storytelling, specificity, and emotional resonance in modern marketing

  • The dangers of chasing vanity metrics

  • How to position yourself as the obvious choice in a saturated market

  • What marketing strategies are producing the best ROI today


Whether you’re a coach, service provider, or product-based entrepreneur, this breakdown will help you understand what’s happening, why your current strategy might feel stale, and what you can do differently to keep growing—even in an oversaturated market.


The Evolution of Instagram: From Sepia Filters to Strategic Storytelling


I’ve been on Instagram for more than 13 years. (Yes, that makes me feel old too.)


When I first joined, I treated it like a personal journal. Think: grainy sepia-tone photos with borders, random snapshots of my dogs, and zero thought about captions or strategy.


Back then, Instagram was simple. You posted whatever you wanted, whenever you wanted. It was casual, it was fun, and if you were early to the platform, it was surprisingly easy to build momentum.


Fast forward to today, and Instagram has transformed into a full-scale marketing platform. Businesses rely on it for visibility, sales, and authority-building.


But as the platform evolved, so did user behavior—and that’s where many entrepreneurs are struggling.


During the pandemic, Instagram felt easier. Engagement was higher, people were online constantly, and demand was strong. But that boom was unsustainable.


What we’re seeing now is the fallout: saturated markets, fatigued audiences, and entrepreneurs burning out from trying to keep up.


The Market Reality: Saturation and Decision Fatigue


Here’s the hard truth: Every industry is saturated.


No matter what you sell—coaching, design, consulting, fitness, wellness, copywriting, real estate—there are dozens, if not hundreds, of people marketing something similar on Instagram right now.


And when consumers are faced with too many choices, something called decision fatigue sets in.


Think about it:


  • How many times have you asked for a recommendation in a Facebook group only to get 20 different answers—and then felt too overwhelmed to choose any of them?

  • How often do you scroll past offers on Instagram because they all sound the same?


Your ideal clients feel this every day. They don’t want more noise. They want clarity, guidance, and trust.


Why Loud and Frequent Doesn’t Work Anymore


There was a time when the algorithm rewarded volume. Post three times a day, show up everywhere, be the loudest in the room—that was the path to visibility.


But today, audiences are exhausted. Social media feeds are a blur of videos, text overlays, and endless calls to action. People scroll past without engaging because it all feels overwhelming.


Here’s what’s shifted:


  • Attention spans are shorter. Quick entertainment (like memes or trending audio) dominates, but it doesn’t drive conversions.

  • Audiences are savvier. They’ve been pitched to a thousand times and are skeptical of hype.

  • Trust is the new currency. People want to feel connected, seen, and understood before they buy.


That means being louder won’t make you stand out. Being clearer will.


The Rise of Storytelling and Emotional Resonance


So, what does work in today’s social media marketing landscape?


Storytelling. Specificity. Emotional resonance.


Your content should make your audience feel something. Whether it’s inspired, understood, called out, or entertained, emotional connection is the bridge to trust.


Here’s why:


  • People remember stories more than facts.

  • Specific, niche content makes people say, “That’s me. She’s talking directly to me.”

  • Emotional resonance builds loyalty in a way education alone cannot.


The accounts that continue to grow in today’s climate aren’t the ones with the flashiest graphics or the highest posting frequency.


They’re the ones telling stories, showing behind the scenes, sharing vulnerable moments, and being willing to say what others won’t.


Vanity Metrics vs. Real ROI


One of the biggest mistakes entrepreneurs make is obsessing over follower counts and likes.


Let me be honest with you: I once had over 27,000 followers on Instagram. Today, I have about 17,000. And yet—my business has tripled in revenue since then.


Why? Because followers don’t equal buyers.


Here’s what matters more than vanity metrics:


  • Are people DM’ing you to work together?

  • Are your posts leading to discovery calls or purchases?

  • Are your stories and captions sparking conversations with your ideal clients?


Big entertainment accounts often have high engagement but little depth. They make money through brand deals, not sales. As entrepreneurs, our goal isn’t just visibility—it’s conversions.


Positioning: Becoming the Obvious Choice in a Crowded Market


In an oversaturated market, your biggest competitive edge isn’t how often you post—it’s how clearly you position yourself.


Your audience should be able to answer three things immediately when they come across your content:


  1. Who you serve

  2. What you do

  3. Why you’re the best person to help them


For example: I’m the go-to business coach for established entrepreneurial moms who want to scale their business without sacrificing family or burning out.


That’s specific. It speaks to a clear audience with a clear problem and a clear desired outcome.


Generic messaging falls flat. Specificity creates resonance.


Where Businesses See the Best ROI in Marketing Today


So, if the old rules no longer work, what should you focus on instead?


Here’s where I see businesses thriving and getting the highest return on their marketing investment:


  1. Storytelling and Thought Leadership - Share your story, your values, and your perspective. Establish yourself as a thought leader by saying things others won’t.

  2. Consistency and Connection - Don’t just post content—nurture relationships. Respond to DMs, show up regularly, and let people see the human side of your brand.

  3. Depth Over Breadth - Instead of trying to go viral, create content that makes your ideal client stop scrolling and lean in.

  4. Clear, Clean Messaging - Update your messaging regularly. If it’s vague or outdated, even the best marketing team can’t save it.

  5. Emotional Resonance - Ask yourself: Does this post make someone feel seen, heard, or understood? If not, refine it.


Action Steps: Adapting to the New Marketing Reality


If you’ve been frustrated with your marketing, here’s how to move forward:


  • Audit your messaging. Is it clear, specific, and emotionally resonant?

  • Review your content mix. Are you telling stories, showing behind the scenes, and sharing thought leadership—or just posting generic tips?

  • Focus on connection. Engagement in the DMs, conversations, and discovery calls matter more than likes.

  • Stop chasing trends. Use trends if they align with your message, but don’t rely on them.

  • Build for the long-term. Marketing should feed your sales funnel. Every piece of content should have a purpose beyond visibility.


Marketing Isn’t Dead, It’s Different


If your marketing feels harder than it used to, you’re not failing—it’s just the market evolving. The businesses that will continue to thrive aren’t the loudest. They’re the clearest, the most connected, and the most consistent.


Marketing today is about depth, not volume. It’s about clarity, not noise. It’s about relationships, not reach.


When you embrace that shift, you’ll stop feeling like you’re shouting into the void and start building a marketing ecosystem that attracts, connects, and converts the right people.


Ready to evolve?


Want to learn how to adapt your marketing for today’s reality? Introducing Multiply  - the 10-week accelerator for women who are done with feeling stuck and ready to scale smarter. 


You’ll clarify your messaging, streamline your services, and build a marketing plan that multiplies your revenue—without sacrificing your time, energy, or relationships. 


We’re multiplying what works in your business and getting rid of what doesn’t  to be more profitable, intentional, and sustainable.



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