Social media feels off right now, doesn’t it?
Engagement is down. DMs are quiet. Your content’s getting likes from your business bestie and your mom, but that’s about it. You’re wondering if you’ve been shadowbanned or if the algorithm just straight-up hates you.
But here’s the truth: it’s not just you.
Something has shifted on social media. And the coaches who are thriving right now? They’re not just doing more. They’re doing it differently.
In a recent coaching call with one of my Health Coach Accelerator students, we dove deep into what’s working in this new era of content, visibility, and trust. If you’re a health coach feeling the social slow-down, this post is for you.
Let’s talk about what’s changed—and more importantly, how to navigate it.
1. Trust is the New Currency
People aren’t spending less money. They’re just more cautious about how and with whom they spend it.
Your audience is being bombarded by content, offers, courses, programs, and freebies every time they open their app. And frankly? They’re skeptical.
They’ve been promised the moon and delivered a PDF. They’ve been ghosted by gurus. They’re sick of shallow promises.
So if your audience isn’t jumping to buy your program right now, it doesn’t mean they don’t want help. It means they need to trust you first.
How do you build trust fast?
- Be visible and approachable.
- Show up with real stories and real personality.
- Make it easy for people to talk to you.
- Stop over-polishing everything. Be more human.
Trust is built in the micro-moments: the reply to a comment, the follow-up DM, the quick voice note check-in.
You don’t need to “sell harder.” You need to connect better.
2. Automation Alone Isn’t Cutting It Anymore
Remember when all the online business advice was: “Automate everything, create a funnel, go sip margaritas on the beach”?
Yeah. That’s not how things are working anymore.
Funnels are fine. Email sequences are fine. But most of your audience isn’t going to spend $2-3K without some kind of real human interaction.
Right now, conversation-based selling is king:
- Casual Zoom office hours
- Q&A-style Open House events
- Chatty DMs with zero pressure
If you’re not getting the sales you want, ask yourself: When was the last time I had an actual back-and-forth conversation with someone in my audience?
If the answer is “uhhh…”, then that’s your next move.
3. Content Needs to Create Interaction, Not Just Information
Yes, content is still important. But the role of content has shifted.
A few years ago, value-heavy, educational posts were everything. Now? Those carousels and infographics are getting lost in the scroll.
That doesn’t mean you stop teaching. It means you shift how you teach.
You want to:
- Use stories to educate
- Use visuals to build emotion
- Use questions to spark replies
- Use video to show you
And let’s be honest: not all high-value content is high-connection content.
A textbook is high value. That doesn’t mean anyone wants to read it.
Instead, ask: Does this content make someone want to engage? Comment? Click? Send me a message?
If not, tweak it.
4. You Don’t Need a Big Audience to Make Sales
So many coaches are stressing about growth: more followers, more leads, more subscribers.
But you know what’s better than 10K cold followers? 50 warm, curious humans who trust you.
One of my HCA students launched to an email list of 400. Only 50 people signed up for her webinar. She made 6 sales at $997.
That’s $6K from a tiny but warm audience.
If you’re constantly chasing “more,” stop and ask: Am I fully serving the people already in front of me?
Because those are the ones who will buy first.
5. Live Launching vs Evergreen? You Need Both
There’s this tired debate online: is live launching better, or is evergreen better?
The answer? Both. Always both.
Live launches give you:
- Big bursts of energy
- Visibility
- Real-time feedback
- A shot of cash flow
Evergreen systems give you:
- Consistent sales
- Flexibility
- The ability to step back
A healthy business has both. Because when one slows down or breaks? You’ve got the other.
Whether it’s a casual open house or a multi-day challenge, something live should happen in your biz every 1-2 months. It keeps the trust building going. It keeps you top of mind.
And it creates moments of connection your audience is craving.
6. The Future Belongs to Coaches Who Are Willing to Connect
If you’ve been feeling stuck, uninspired, or like you’re shouting into the void every time you post—I get it.
But this shift? It’s not a problem. It’s an invitation.
It’s a chance to:
- Lean into conversation
- Prioritize connection
- Focus less on trends and more on relationships
People want to feel heard. They want to feel seen. They want to know that the coach they’re hiring is in it with them.
Show them you are.
