You finally post something on Instagram or LinkedIn that took hours to create. You hit publish. And then… crickets.
No likes, no saves, no comments.
It’s frustrating, especially when you’re trying to stay consistent. But underperforming content doesn’t mean you’re failing, it just means there’s data to learn from.
This post is your guide to turning underwhelming performance into actionable insight, so your next piece of content lands better.
Why Content Underperforms (and Why It’s Not Always About You)
First, take a breath. Even expert marketers see posts flop.
Social algorithms shift, attention spans vary, and sometimes the message just doesn’t connect. But every underperforming post gives you something valuable: feedback.
Rather than see low performance as a failure, treat it as a prompt to audit, adjust, and grow.
Step 1: Don’t Delete It
It can be tempting to delete posts that don’t perform. Don’t.
Even if the post didn’t take off right away, it might gain traction later, especially on platforms like Pinterest or LinkedIn, where content has a longer shelf life. On Instagram, older posts can resurface in Explore when they’re saved or shared.
Deleting it removes a chance to learn.
Instead:
- Leave it up and monitor over 5–7 days
- Track impressions, saves, reach and profile visits
- Compare it to past posts on similar topics or formats
Step 2: Audit the Post Objectively
Put on your strategist hat. Ask:
Was the hook clear?
Did the first line or few seconds immediately tell people why they should care? If the scroll-stopper is missing, your audience likely never saw the rest.
Was the message focused?
Trying to cover too much in one post is a common trap. A good post tackles one clear point, story, or takeaway.
Did the post ask for anything?
Even a soft prompt like “Save this for later” or “Let me know if this resonates” can boost engagement and make the algorithm pay attention.
Was the format right for the idea?
Some concepts are better as carousels than captions. Some stories land better on video. It’s not always about the what, but the how.
Step 3: Check the Context
Great content posted at the wrong time still underperforms.
Here’s what to review:
- Timing: Was it posted when your audience is active? Check your insights.
- Relevance: Was there something happening in the news or industry that overshadowed it?
- Consistency: Have you been showing up regularly? One-off posts can feel random to the algorithm.
Tools like Instagram Insights or LinkedIn analytics can give you clues on optimal timing and follower behaviour.
Step 4: Rework It With Intention
You don’t need to scrap the idea, just refine it.
Try these tweaks:
- Rewrite the hook with a question, stat, or strong opinion
- Break the post into a carousel and expand each point
- Record a short reel or TikTok using the same script
- Use Canva to visualise one core message from the post
Reposts with improved formatting often outperform the original. Especially when spaced 2–3 weeks apart.
Step 5: Look for Patterns in Performance
One quiet post is nothing. But a dip across multiple posts is worth digging into.
Review:
- Top-performing content from the last 90 days. What did they have in common?
- Formats that consistently drive action (clicks, saves, replies)
- Topics that you enjoy creating vs. what your audience engages with
Also ask yourself: are you adapting to how your platform has evolved? What worked in 2022 might not work in 2025.
Bonus: Ask, Don’t Assume
Sometimes the best feedback is direct. Use stories or polls to ask your audience:
- What type of content they enjoy
- What they want help with
- Why they follow you
Their answers might surprise you. And they often reveal content gaps you hadn’t spotted.
Final Thoughts
Underperforming content isn’t a failure. It’s an invitation to refine.
Every post you publish is a data point. When you treat content like a conversation, not a broadcast, you get closer to building real connection, and real results.
If you’re stuck or second-guessing what to post next, let’s look at your content together.
Book your free clarity call
