It’s Probably Not Visibility: What’s Really Holding Your Product Sales Back (and How to Fix It)

Let’s get real for a minute: most product-based businesses I talk to think they’re struggling because of social media. “Nobody sees my posts,” they say. “The algorithm hates me. My stuff isn’t getting shown.” You start wondering if you’re invisible, or if maybe you just need to start dancing on TikTok (spoiler: you don’t).

But here’s what I’m seeing, after a whole lot of conversations and strategy sessions with makers, artists, vintage sellers, and creative folks: nine times out of ten, visibility is not the root problem.

If you’re posting, sharing, hashtagging, and still not getting sales, the real barrier usually isn’t reach—it’s clarity.

Been There, Felt That—So, What’s Actually Going On?

Let me paint a picture: You spend the afternoon setting up new product photos, write a post about them, hit publish, maybe tag a couple of local groups… and crickets. Maybe your followers toss you a like (thanks, mom), but your actual audience—the people you want to buy the thing—aren’t biting.

If you’re nodding along, you’re in good company. This came up in our latest group session too. Folks were frustrated that their posts weren’t showing up for people who even follow their pages. Others felt like any post that did get traction was a total fluke. The whole algorithm is starting to feel like some cruel cosmic test.

But here’s the real kicker: sometimes, people are seeing your content… but they’re moving right past it. Why? Because they’re not clear on what you’re offering, why it should matter to them, or how to actually buy it.

And the best part? You can fix this. Let’s walk through how.

Key 1: Stop Blending Your Personal and Business Accounts

I know, I know. It feels natural as a maker or small-batch seller to just pivot your personal account into a business page and invite friends and family to follow along. Maybe you figure, “Hey, if I get enough followers, the right people will find me—right?”

But from what we’ve seen (and Dave shared a great example about his wife’s wellness coaching journey in our discussion), mixing audiences is a fast track to confusing the algorithms—and your customers! When your followers are half your high school friends, your aunt, and then a handful of potential buyers, no one (including Instagram or Facebook) really knows who should see your posts.

The fix? Make sure your business account is focused only on your business. Follow others in your niche. Interact with similar makers, brands, or customers. Curate your online neighborhood so the platform learns, “Oh, THIS is what they sell. THESE are the people who should see it.” That’s how one brand went from crickets to 3,000 engaged followers in a month.

If you feel like you’re starting over, that’s OK. A focused audience is way better than a big mixed-up one. It’s quality over quantity, every time.

Need help identifying other brands in your space? Check out the AI Driven Makers to learn how AI tools can help you find these accounts faster.

Key 2: Get Laser Clear on What You Sell (and Who It’s For)

You can have the coolest handmade candles in town, but if your posts lead with “new drop!” or “look at this!” and never say who the product is for and why they should care, you’re leaving money on the table.

When I looked through what folks were posting (and honestly, what I sometimes catch myself doing!), so much of it was a stream of “pretty pictures” with no clear story. Maybe a caption like, “Spring jars are up!” or “Check out this new mug.” No context, no explanation, no invitation.

Your audience can’t read your mind. Don’t make them work hard to connect the dots.

Instead, ask yourself before every post: If someone new stumbled across this, would they instantly know…

• What the product is—be specific!

• Who it’s for (dog moms, last-minute gift shoppers, retro game collectors)

• Why it’s special or solves a problem (“for anyone with a sentimental shirt they can’t part with, I turn it into a keepsake pillow!”)

• How to buy it (DM me, link in bio, shop the tagged product)

Go even further and call out a feeling or situation—“Got a box of your late grandma’s scarves and no idea what to do with them? That’s literally why I make these memory quilts…”

Bottom line: If you’re not giving people a reason to pause, feel, and act, you’re making it way too easy to scroll by.

Key 3: Lean into Video (Even If It’s Just Your Hands)

I hear you—all these “reels are everything!” posts make it sound like being on camera 24/7 is mandatory. But you do not have to become a parody of an Instagram influencer.

What you do need, though, is authenticity. People want to see how you work, how you pack an order, bust out a new design, or even just arrange your latest thrift store haul. That’s why video—especially short, real-life, not-overproduced snippets—performs so darn well.

It doesn’t have to be perfect. You can point your camera at your hands sewing, molding, wrapping, whatever. Talk if you want, or add text right over the vid. You can even skip your face completely and still build serious trust.

And here’s a pro tip from the group: if you’re self-conscious or in a rush, just add a quick text caption right over your face or the part you fumbled. Nobody cares if you didn’t put on makeup. They care that you care for the product like it was their own.

This tiny switch in your content? It turns cold browsers into warm leads. People start to trust you, because they see you (or at least your hands!) doing the work.

And don’t forget about those behind-the-scenes or “customer story” shots. Sharing the story of how a customer brought you their late dad’s tie, and you turned it into a keepsake for their son? That’s gold. That’s what people remember—and share.

Key 4: Stop Obsessing Over Hashtags and Boost Buttons—Focus on Engagement

Let’s settle it: Most people are not searching by hashtag. And throwing cash at the “boost” button? That’s like shouting into a crowded bar. It might get you more noise, but rarely the kind that turns into lasting sales.

Instead, focus on actual engagement. Ask a question in your caption. Put up a poll in your stories. Invite people to weigh in (“Which vintage mug gives you grandma’s kitchen vibes?”). The more you get people talking to you and about themselves, the more the platforms recognize you as someone worth showing off.

And when something finally “hits”—you get a flurry of comments, shares, or saves—pause and study it. What worked? Was it seasonal? Was it a story? Did you ask people to tag a friend? That’s your secret sauce. Replicate it, tweak it, make it your own.

Saving boosted dollars for those rare posts that organically take off? Now that’s a better investment.

Wrapping It Up: Get Clear, Get Real, Get Selling

If you take nothing else from this, let it be this: It’s not about doing more, shouting louder, or praying to the social media gods.

It’s about clarity. The most successful product-based businesses I know can tell you, in plain language, what they sell, who they help, and how you can buy from them. Over and over, in slightly different ways, until it finally lands with the right audience.

So, next time you’re tempted to blame social media, the algorithm, or another slow sales week, zoom out and ask: are people actually unclear on what I do? Do my posts help someone imagine themselves using my product, feeling something, getting a win?

If not, start there.

I’ve watched dozens of makers (myself included) go from “nobody sees my stuff” to “I literally can’t keep up with orders”—and the switch was never fancy tech tricks or sponsored ads. It was just getting clear and consistent in your message. Tools like chat GPT and others can help you get started with this if you struggle with writing in a way that feels clear.

Ready to Get Clear?

If any of this struck a nerve, I’d love to hear from you. Drop a comment—what’s your biggest struggle with clarity right now? Or, if you’ve had a “lightbulb” moment about putting yourself (or just your hands!) on video, share it below.

Let’s keep building businesses people actually understand, love, and tell their friends about—no social media anxiety required.

You got this.