We often talk to people about why social selling is more about psychology than technology and here’s a perfect example

Go onto LinkedIn and look at the posts where people share brochures, case studies, or anything directly about their product or company

What you’ll notice is they usually get very little engagement

Contrast that with someone posting a photo of their weekend, and you’ll see far more likes and comments

Why is that? It’s simple: psychology

While you may be genuinely excited about what you do, others are rarely as enthusiastic, because they’re focused on what excites them

And let’s be honest, if I engage with your product post, you’ll probably assume I’m interested in buying and swoop in with a pitch

That’s why people hold back

But if you post something human, like watching your son play football, there’s no sales risk attached

I’m more likely to engage because it feels safe and authentic

And here’s the key: those likes and comments aren’t vanity metrics

They’re signs of digital resonance

Just like at a networking event, when someone smiles at you, it’s an invitation to start a conversation

On social media, engagement is the digital equivalent, a bridge to build trust and relationships

Conclusion: Social selling isn’t about pushing content; it’s about creating connection

The trick is not just getting the engagement, it’s learning how to harvest it into meaningful conversations