Social media rewards the wrong things. And I hate it for that.
But probably not for the reasons you think.
Here’s what I actually hate about it.
1.3 million people watched one of my videos.
It went everywhere. I’d refresh it. More & more views.
And then nothing. Almost zero business came from it.
But a video we did for one of our clients:
200 views.
Filmed on a phone, nothing fancy, barely promoted.
One enquiry in the DMs within 48 hours.
That’s the first thing I hate about social media.
A video can reach a million people and change absolutely nothing.
A video that 199 people scroll past can land you a client.
(I was obviously happy for our client.)
The second thing I hate?
I know mortgage brokers who have been in this industry for ten, fifteen, twenty years.
Built their reputation the old way. Referrals, trust, repeat clients, the lot.
And they’re invisible online.
Meanwhile, someone who started eight weeks ago is the most recognisable broker in their area.
Every local Facebook group.
Every first-time buyer asking questions. They’re everywhere.
That’s the part I hate.
Not that the new person is winning.
They should be, they’re putting in the work.
What I hate is that the person with the deeper experience, the fuller client bank, the longer track record, hasn’t realised yet that social media doesn’t care how long you’ve been doing it.
Anyone can win.
Including people who just started.
But that also means you can win too. Right now. Without waiting.
The third thing I hate?
The head of Instagram has literally said the platform favours raw, real video over polished, produced content.
The person who hired a studio for the day, wrote the script, filmed seventeen takes, and edited it for two hours is getting fewer views than the person who pressed record in their car on the way to pick up the kids from school.
All that effort. Less reach.
I hate that.
Because I know how many people are convincing themselves they’ll start when they’ve got the setup right, the background sorted, the lighting perfect.
The platform is actively working against them.
And nobody told them.
Three things I hate about social media.
Three things that actually work in your favour, if you know how to use them.
Chris
P.S. If you want to know how to use them, join 50 other brokers here: https://socialforbrokers.com/learning-lab