It Needs More Brands Worth Remembering.
There is no shortage of content on the internet.
There are reels. Carousels. Stories. Threads. Thought-leadership posts. “3 tips” posts. Trending sounds. AI-generated captions. Content calendars that are packed weeks in advance.
And yet, so many brands still struggle with the same question:
“Why isn't anyone paying attention to us?”
I think the problem is rarely a lack of content.
It is usually a lack of clarity.
What does your brand actually want to be known for?
Why should someone remember you?
What makes your perspective different?
And most importantly, why should anyone care?
That is where I believe social media gets interesting.
I’m not interested in creating content just to fill a calendar.
I'm Twisha, a Social Media Strategist and the founder of TM Marketing.
My work sits at the intersection of social media strategy, brand positioning, content strategy and creative direction.
Over time, I've realised that the brands that stand out aren't necessarily the ones posting the most.
They're the ones that have something recognisable about them.
A point of view.
A personality.
A visual language.
A consistent message.
A reason for people to stop scrolling.
Because attention is not created by volume.
It is created by relevance.
The biggest social media mistake I see
A lot of businesses approach social media backwards.
They start with:
“What should we post today?”
Instead of:
“What do we want people to think about us?”
That small difference changes everything.
If you don't know what you want to be known for, your content becomes a collection of disconnected posts.
One day you're educational.
The next day you're promotional.
Then there's a trend.
Then a quote.
Then a festival post.
Then a random reel because everyone else is doing it.
Individually, these posts might be perfectly fine.
But together?
There is no brand.
There is just content.
Strategy comes before aesthetics.
Don't get me wrong, I love good design.
I believe visual identity matters enormously on social media.
But beautiful content without a strategic foundation is just beautiful noise.
Before thinking about fonts, colours, transitions or trending formats, I want to understand:
Who are we talking to?
What do they care about?
What problem are we solving?
What do we want them to associate with the brand?
What makes us different from the 50 competitors they can find in five seconds?
Then we build the content around those answers.
That's when social media starts becoming a business asset rather than another marketing task.
Your audience doesn't owe you attention.
This is probably one of the most important lessons I've learned.
A business can spend hours creating a post and still get ignored.
Not because the audience is “dead.”
Not because Instagram is “hiding the content.”
Not necessarily because the algorithm is against you.
Sometimes the content simply isn't giving someone a reason to stop.
Your audience is constantly making a decision:
“Is this worth my attention?”
And you have seconds to answer.
That means the first job of content isn't to sell.
It isn't even necessarily to educate.
The first job is to make someone care enough to continue.
Then you earn the next few seconds.
Then the next.
And eventually, you earn trust.
This is why I believe brands need a point of view.
Information is everywhere.
Your audience can Google almost anything.
They can ask AI.
They can compare ten competitors.
They can watch hundreds of videos explaining the same topic.
So simply knowing something isn't enough anymore.
Your advantage is increasingly in how you think about it.
Your interpretation.
Your experience.
Your perspective.
Your way of explaining it.
Your way of solving the problem.
That is what makes content harder to copy.
And that is what makes a brand memorable.
Social media is not just a publishing platform.
I see social media as a brand-building environment.
It's where people repeatedly encounter your business.
They see how you speak.
How you think.
How you solve problems.
What you believe.
What you create.
What you don't talk about.
Over time, those small interactions create an impression.
And that impression becomes your brand.
Which is why I don't think the goal should always be:
“How do we go viral?”
Sometimes the better question is:
“How do we become impossible to confuse with everyone else?”
Virality can give you reach.
Brand clarity gives that reach somewhere to go.
Building my own brand has taught me the same thing.
Building TM Marketing has forced me to practise what I tell brands to do.
Position yourself.
Create consistently.
Experiment.
Pay attention to what resonates.
Stop doing things simply because everyone else is doing them.
And most importantly, figure out what you want people to remember about you.
That's also why I started Unfiltered Twisha.
Not as another perfectly polished “personal brand” feed.
But as a space for the conversations behind the work.
The lessons.
The experiments.
The opinions.
The mistakes.
The things I notice about marketing, social media, branding, business and building something of your own.
Because I don't want to only show the finished version.
I want to talk about the process too.
So, what am I building?
I'm building a body of work around one belief:
Good social media shouldn't just make a brand visible. It should make it memorable.
That means less content for the sake of content.
More strategic thinking.
Less chasing every trend.
More building recognizable brands.
Less obsessing over vanity metrics.
More understanding what attention actually does for a business.
And less trying to sound like everyone else.
More sounding like yourself.
Because ultimately, your biggest competitive advantage might not be another content format.
It might simply be having something worth saying—and having the courage to say it in your own way.
This is Unfiltered Twisha.
No perfect formula.
No “10 hacks to go viral.”
Just honest conversations about social media, marketing, branding, business and the messy process of building something that matters.
And if you're building a brand too, I hope you stick around.
There is a lot more to unpack.
Social media & brand strategist.
Founder, TM Marketing.