The other day a client showed us his Instagram. He had been posting every day for 3 years. Professional photos, careful texts, optimised hashtags. Result: 200 followers and zero sales from social networks.
«We've done everything the gurus say,» he told us. And there was the problem → he had done everything he was told, but nothing his audience needed.
Most companies in Barcelona are creating content that nobody asked for. They publish because «you have to publish», they share because «you have to be present», but they never stop to think if anyone really wants to see what they are sharing.
The content doesn't work because they are talking about them when they should be solving problems. Full stop.
Open your Instagram or LinkedIn right now. Look at your latest post. Ask yourself this brutal question: if you were your ideal client scrolling at 11pm tired from the day, would you stop to read this?
If the answer is no, you know why your content is not working.
We have 3 seconds to get attention. In that time people decide whether your content is worthwhile or keep scrolling. And most people waste those 3 seconds introducing themselves or providing context that no one cares about.
Talking about your company in the third person «Our company has been offering innovative solutions for 15 years...» Nobody reads that. It's boring, it's corporate, it's invisible. People connect with people, not abstract entities.
Always use the same format If you only post carousels with tips, you become predictable. If you only do dance reels, you become a meme. Variety keeps things interesting. One day a personal story, another day hard data, another day a provocative question.
Obsessing over perfect aesthetics We have seen accounts with beautiful feeds and dead engagement. And «ugly» accounts with brutal communities. The difference? One prioritises likes, the other prioritises conversations.
No point of view Lukewarm content doesn't work. «Both sides are right» doesn't generate engagement. Take a position, defend it, let people agree or disagree. Neutrality is invisible.
We work with more than 30 companies in content strategy in Barcelona and there are clear patterns of what works:
Content that really teaches Not superficial 3-line tips. Content that if someone applies it, they see results. A client of ours shares her real campaign numbers → engagement 5 times higher than when she shared «marketing tips».
Stories to identify with Last week we published the case of a client from Poblenou who almost closed his business. Organic reach: 3 times higher than any «tips for entrepreneurs» post. Why? Because it was real, vulnerable, human.
Controversial (but grounded) content It's not about trolling for the sake of trolling. It's about challenging popular beliefs with solid arguments. «SEO is dead» generates debate. «SEO tips» generates yawns.
Formats that interrupt scrolling At social media We all do the same thing. Whoever breaks the pattern wins. Vertical video when everyone does carousel. Long text when everyone does video. The unexpected works.
For each piece of content we ask ourselves 4 questions:
Is this for scrolling? → If you don't get attention in 3 seconds, the rest doesn't matter.
Does this bring real value? → Not generic value. Specific value that someone can apply today.
Does this generate conversation? → The best content doesn't end when people read it. It starts a conversation.
Does this position us as experts? → Every piece must show that we know what we are talking about without having to say it.
If a piece does not meet at least 3 of the 4, we do not publish it.
«You have to post every day» → bullshit. You have to post when you have something worth saying. We'd rather have 2 posts a week that generate real conversation than 7 posts that go unnoticed.
In our digital marketing agency in Barcelona we have seen clients obsessed frequently. They posted 3 times a day. Results: zero. We reduced them to 3 times a week but with powerful content. Engagement went up 400%.
Consistency is not quantity → it is quality sustained over time.
Followers, likes, impressions... all that is fine. But if they don't translate into conversations, enquiries, sales or positioning, they are empty metrics.
One client had 50k followers and sold nothing from Instagram. Another had 2k followers and was closing 3 clients a month. Who won?
The metrics that matter: real comments (not emojis), direct messages, conversions, organic mentions, shared content. Everything else is noise.
Algorithms change every month. But one thing never changes: they reward content that keeps people on the platform. That means real engagement.
It's not hacking the algorithm → it's creating content so good that people can't help but interact. Commenting, sharing, saving it for later. When that happens, the algorithm rewards you.
We've seen people obsessed with «strategies to trick the algorithm». Meanwhile, others create amazing content and the algorithm finds them on its own.
Every piece of content you create can work for you for years. An article we wrote 2 years ago is still bringing in clients every month. A video we made in 2023 is still our best seller.
Bad content disappears within 24 hours. Good content is shared for years. The difference is whether you are creating to fill a calendar or to solve real problems.
The temptation is to look at what your competition is doing and do the same. Brutal mistake. If you do the same as everyone else, you become invisible. The content that stands out is the content that no one else is doing.
In the Barcelona's digital ecosystem there is room for unique voices. You don't need to be the biggest → you need to be different and relevant.
The best content sells without selling. It demonstrates expertise, builds trust, positions authority. When someone comes to your website after consuming your content for weeks, the sale is half done.
We do not do paid advertising on social media. It all comes down to content. Because when you make content that really helps, people want to work with you.
The best time to start with quality content was a year ago. The second best time is now. Every day that goes by without solid content is a day that your competition is gaining on you.
You don't need huge teams or budgets in the millions. You need clarity about what value you bring and the discipline to communicate it consistently.
At Karmina we help you create content that really works. Because in the end, content is not marketing → it's how you show that you understand your audience better than anyone else.
You already know us a little better, but if you want to know about the other services
check it out!
Dunder Mifflin Paper Company
B13867270
Barcelona
Carrer Aribau 171 5-2, 08036
Madrid
Calle de Méndez Álvaro, 9, Arganzuela, 28045
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