The coaching world is full of bad advice about social media.

You have probably heard things like:
“Just post every day and clients will come.”
“If you go viral, your calendar will fill overnight.”
“Stay consistent and the clients will find you.”

The truth is different. Social media is powerful, but not in the way most coaches think.

What social media is

Social media is your credibility platform. It is where you build authority.

Authority means your audience sees you as the go-to person for solving a specific problem. When you show up regularly with insight, stories, and proof, people begin to trust you. That trust is what keeps you top of mind.

Here is what social media can actually do for a coach:

• Strengthen your positioning so people see you as an expert

• Build familiarity so your name is remembered when a prospect is ready to buy

• Keep you connected to your network so you are not forgotten

Social media is about authority, visibility, and trust. That is its lane.

What social media is not

Social media is not a lead generator. If you want leads, you must run ads.

Let’s talk about why.

The average organic reach on social platforms is shrinking every year. On Facebook, the average reach for a business page is around 5 percent of followers. On Instagram, it is about 9 percent. LinkedIn is better, but even there, a strong post often only reaches 10 to 15 percent of your connections.

The algorithm is not built to grow your coaching business. It is built to keep people scrolling. When you post, here is what happens:

1. The platform shows your content to a small test group from your current followers or connections.

2. If they engage, it expands slightly. If not, the post stops there.

3. Rarely does your content reach beyond your existing circle.

At best, you are reminding your own audience that you exist. That is valuable for authority, but it is not the same as creating new leads.

But what if I go viral?

Every coach dreams of it. The “one post” that gets 50,000 views.

Here is what really happens when you go viral:

• Your reach expands for a short window.

• You may gain new followers.

• You may get a few inbound DMs.

But it does not create a flood of qualified leads. Virality gives you exposure, not paying clients. You borrowed attention for a moment, then the spotlight moves on.

And then you run into the 48 hour shelf life rule. Social content lives for about two days. After that, it disappears into the feed and no one sees it again. Even viral content fades quickly.

Reach is not revenue. Going viral is not a growth plan.

How coaches should actually use social media

If you want to win with social media, treat it like a stage, not a sales funnel. Here is how:

1. Focus on authority, not volume
Do not post just to post. Share insights about the exact problem you solve. Teach, tell stories, and demonstrate how you think.

2. Build content from objections
Every objection you hear from prospects can become a post.

• “I cannot afford it” → Share the cost of staying stuck.

• “I am not sure coaching works” → Share results and client stories.

• “I do not have time” → Explain why waiting only makes the problem bigger.

Objections are free content ideas that build authority every time you answer them.

3. Respect the 48 hour shelf life
Your content does not need to be perfect or wildly creative. It just needs to be consistent. Post it, let it work for two days, then move on.

4. Pair authority with a real lead system
Authority makes people remember you. Ads and lead platforms bring new prospects into your world. Together, that is how you build a steady stream of clients.

The numbers prove it

According to HubSpot, organic reach across major social platforms has dropped by more than 50 percent in the past five years. Paid ads, on the other hand, allow you to target exactly who you want to reach with precision.

In short:

• Social media authority = credibility and trust

• Paid ads = leads and client acquisition

Use the right tool for the right job.

Your Takeaway:

Stop waiting for social media to magically bring clients. That is not its role.

Social media is an authority system.
If you want leads, run ads.
If you want visibility, build content that answers objections.
If you want results, pair authority with a lead engine.

Play the game correctly and you will stop feeling frustrated with your content and start seeing growth in your practice.