Somewhere along the way, social media lost its middle ground.

On one end: brand managers trying to showcase an entire product line. On the other: audiences craving content that feels human, useful, or inspiring.

The result? A lot of brands talking at people instead of with them.

At The Licursi Group, we see this tension daily. Hardware and home improvement brands, in particular, often juggle the need to highlight SKUs, features, and value with the audience’s desire for relevance and relatability.

Here’s what we’ve learned about striking that balance.

1. Show the Line Without Sounding Like One

Every product deserves its moment, but not every post should be a spec sheet. Instead of “broadcasting” your catalog, find ways to contextualize it:

• Turn a feature into a use case.
• Turn a collection into a project idea.
• Turn a promotion into a conversation starter.

People don’t scroll looking for product data—they scroll for solutions, validation, and ideas.

2. “Would This Make Someone Stop Scrolling?”

It’s the question we build every caption around. Sometimes, the answer is an unexpected visual or story; other times, it’s a question that invites response.

A post that simply tells sells less than one that asks.

Think:

“Holiday projects start here.”
versus
“What’s the one project you always promise to finish before guests arrive?”

The second one gets engagement and subtly drives interest in the product behind it.

3. Treat Social as a Two-Way Channel

Audiences can feel when they’re being talked at. True engagement requires a feedback loop—responding, reposting, asking follow-ups, and sharing UGC.

We remind our clients: social media is the only marketing channel where your audience can talk back in real time. That’s not a risk. It’s the opportunity.

4. Lead with Humanity, Then Product

Even the most technical or utilitarian product has a human story behind it—someone using it, solving a problem, or improving their space. That’s where connection happens.

When brands lead with the why instead of the what, they don’t just build awareness—they build affinity.

In Closing

Social media was never meant to be a megaphone. It’s a meeting place.

The brands that win in 2025 will be the ones that merge brand goals with audience empathy—who show their products in context, speak like people, and invite participation instead of impressions.

Because the truth is simple:
When the content connects, the catalog sells itself.