Why Some Brands Are Talking, But Nobody’s Listening

There’s a painful truth in digital marketing: attention is currency. But what happens when your content is just another scream in a marketplace of shouting brands? The answer is simple—you get ignored.

Most brands think content creation is about posting consistently. They push out posts like a machine, flooding social media with messages that nobody cares about. That’s the difference between signal and noise. Noise irritates. Signal sells.

Look at Burna Boy. Look at Davido. These guys don’t just post content. They create conversations. Whether it’s Burna’s Grammy wins or Davido's social media philanthropy, they understand the golden rule: if people aren’t talking about you, you don’t exist.

Let’s break it down.

1. The Death of Boring Content

Most businesses post like that one uncle at family gatherings—long, boring, and all about themselves. They talk about their products, their features, their company history… but forget one thing: Nobody cares.

Example: Wizkid vs. Generic Brands

Wizkid’s social media isn’t just music promotion. It’s a masterclass in engagement. His tweets spark debates, his fashion choices inspire trends, and his lifestyle makes fans aspire.

Now, compare that to some corporate social media pages. “Buy our new product. It’s great.” Crickets.

Here’s the rule: Nobody wakes up thinking about your brand. Your job is to make them care.

2. The Psychology of Viral Conversations

People don’t share content because it exists. They share because it makes them feel something.

What Makes Content Shareable?

Emotion: Content that triggers laughter, anger, or excitement spreads like wildfire.

Identity: People share things that reflect who they are or who they want to be.

Social Proof: If others are talking about it, we want in.

Example: Tacha and the Power of Polarization

Tacha from BBNaija is a conversation magnet. Love her or hate her, you’ll talk about her. She understands polarization sells. Brands that play it too safe stay invisible. If nobody disagrees with you, nobody is listening.

3. How Nigerian Brands Win Attention the Right Way

Some brands get it. They don’t just post. They start movements.

Case Study 1: PiggyVest—Making Finance Cool

Saving money used to be boring. Enter PiggyVest. They turned financial discipline into a social conversation. Their Twitter strategy? Relatable, funny, and engaging content that makes people comment, retweet, and share.

Instead of “Save money with us,” they say:

“You ever checked your account balance and started praying?”

“If you saved ₦100 for every time you almost bought something useless, you’d be rich by now.”

Lesson: Speak the language of your audience. Not corporate. Not robotic. Human.

Case Study 2: Detty December & Showmax—Owning the Conversation

Every December in Nigeria, there’s only one mood: parties, concerts, and fun. Showmax saw an opportunity. Instead of saying, “Watch our movies,” they joined the Detty December culture, creating FOMO (fear of missing out) and social trends that drove conversations.

Smart brands don’t fight culture; they tap into it.

4. From Noise to Influence: The 3-Step Formula

So, how do you make sure your content doesn’t become digital background noise?

Step 1: Enter Conversations, Don’t Interrupt Them

Social media is a cocktail party. The loudest person isn’t the most liked—the most interesting one is.

Instead of forcing your message, join existing conversations.

If people are talking about inflation, a food brand can post: “With these prices, who else is now a pro at calculating ‘one cup of rice’?”

If the AMVCA awards are trending, a clothing brand can say: “Who won Best Dressed for you? We need to talk.”

Relevance is the difference between engagement and silence.

Step 2: Make Your Audience the Hero

Most brands position themselves as the main character. Wrong. Your audience is the star. You? Just the guide.

Example: Jumia Black Friday

Instead of just promoting deals, Jumia makes customers feel like they’re on a mission to find the best discount. They turn shopping into an adventure, making people excited to participate.

Lesson: Stop marketing like a corporate boss. Start marketing like a friend.

Step 3: Use AI and Data to Personalize Content

The best marketing is not mass marketing. It’s precision marketing.

AI tools like ChatGPT, Hootsuite, and Brandwatch help brands analyze:

What their audience is talking about

When they are most active

What kind of content gets the best response

Why is this important? Because guessing is expensive. Knowing is profitable.

5. The Mistakes That Kill Conversations

Many brands fail because they make these classic mistakes:

1. Talking Like a Robot

Social media is not a boardroom meeting. If your captions sound like a press release, you’ve already lost.

Wrong: “Our company is proud to announce a new partnership.”

Right: “Guess who just leveled up? We did! Big moves loading.”

2. Ignoring Comments

A comment section is free market research. If people are engaging and you’re silent, you’re killing momentum.

Engagement is a two-way street. The more you respond, the deeper the conversation.

3. Posting Without a Strategy

You don’t just post for the sake of posting. You post with a goal.

Want shares? Be funny or controversial.

Want sales? Show how your product solves a problem.

Want engagement? Ask questions that people can’t resist answering.

Marketing without strategy is like throwing money into the wind and hoping it comes back.

Be the Signal, Not the Noise

The brands that win don’t scream the loudest. They speak the clearest. They spark conversations that spread.

If your content isn’t making people laugh, cry, debate, or share, it’s just digital wallpaper—seen, ignored, and forgotten.

So here’s the final question:

Are you creating conversations, or are you just making noise?

Because in this digital economy, only the signals get paid.