I don’t know about you, but I tend to overthink the content that I put out into the world.
I want the things I post to be extremely valuable, which often leads me to include too much detail.
It also sometimes results in posting nothing. Most of us don’t have bangers to post every single day, right?
Maybe There is a Simpler Way?
One account I follow on Instagram constantly reminds me of how simple social media could (should?) be.
It’s a little coffee shop up in Grand Marais, Minnesota, called “​Java Moose.​“
Grand Marais is a small harbor fishing town turned trendy getaway on the north shore of Lake Superior.
Java Moose owner, Sarah Jorgenson-Hallberg, posts an ​Instagram Reel​ nearly every single day from in or near her shop along the shore.
She starts every Reel with, “Good morning, my friends!” and then talks about the weather, gives updates on new menu and merch items, and often promotes other local shops while walking out to the shore of Lake Superior.
She then flips the camera around to show her followers a view of the lake, usually at sunrise, often with an authentic gasp of, “Isn’t it stunning!”
Every time you watch her videos, you feel like you’ve known her for years, like an old friend.
Of course, it satisfies that desire to get away with the beautiful views of the lake shore as well.
She averages 1200 likes per reel and 15,000 views.
Most Reels are a single shot, so she’s filming for a few minutes, then likely posting directly to IG and Facebook. I can’t imagine it takes her more than 20 minutes most days.
Now, most of us don’t live on the shore of Lake Superior, and we don’t sell tasty coffee, but I think there are still lessons to be learned here.
Don’t Overthink Your Posts
What is the simplest and most efficient thing you can do to show up on people’s feeds and build a connection?
Get on and talk about what’s coming up for the day, walk folks around your office, or share something you’ve been thinking about to start the day.
Treat Viewers Like Old Friends
Sarah says, “Good morning, my friends!” in every Reel, and you feel like she means it.
On top of that, I’ve sat in her shop with a cup of coffee a few times, and it’s the exact same spirit with which she engages with live customers.
It’s wild some of the things total strangers share with her as she takes their order.
Why? Because they feel like they know her (don’t you wish your leads showed up in that first call feeling like you were already friends?).
Be Consistent
Sarah shows up nearly every day. Sometimes, she’ll even post from home or out on a hike on her day off. She’s probably aware that her Reels are a part of thousands of followers’ morning routines.
Keep showing up.
Be Generous
One of my favorite things about Sarah and the Java Moose account is her generosity toward her community.
From what I’ve seen, she has the biggest platform. She uses it frequently to promote events in town, and things other small businesses are doing.
She’s a team player and a Grand Marais superfan.
Who in your community or network can you be a cheerleader for?
Finally, Keep Your Message Simple and Clear
Most importantly, don’t let your message get muddled by trying to overdo your content on social media.
People aren’t paying as much attention to the details of your posts as you think. Understand your goals and your primary messaging points, and stick to them. Repeat them constantly.
When you walk into Java Moose, you feel like you’re a friend. Why? Because every stinking real starts with “Good morning, my friends!” and after watching enough of them, you believe her.
I know that too often, I overthink what I post on social media for my personal brand and my business. How about you?
Here’s to thinking simpler and building connections through our consistent, clear, and inviting content!
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