Money

When marketing gets all the attention, does the product still matter?

Trizer Lijondo 13th August, 2026 12:17 PM

Scroll through TikTok, Instagram or Facebook, and you will notice that businesses are no longer simply showing customers what they sell. They are creating stories, trends, personalities and lifestyles around their products.

A clothing business may post videos showing how to style an outfit rather than simply displaying the clothes. A restaurant may focus on entertaining videos, behind-the-scenes content and attractive food photography. A beauty brand may talk about confidence, self-care and lifestyle as much as the actual product.

Social media has changed the traditional idea of selling. The product remains important, but the story surrounding it can sometimes become just as powerful.

Selling a lifestyle

Today, customers are often introduced to a brand through content before they ever consider making a purchase.

A business can create an identity that makes people want to be associated with it. A fashion brand may sell the idea of being stylish and confident. A café may promote itself as a place to relax, work or take pictures. Even a small online business can build a personality that makes customers feel connected to the people behind it.

This has made marketing more personal. Instead of simply saying, “Buy this product,” businesses are increasingly inviting customers to join a community, follow a lifestyle or become part of a story.

When attention becomes the goal

But getting attention is not the same as making sales.

A video can receive thousands of views and likes without bringing a business enough customers to survive. Going viral can create awareness, but it does not automatically mean people trust the product or are willing to spend money on it.

This is where businesses need to be careful. A strong social-media presence can attract customers, but the product still needs to deliver on its promise.

The product still matters

Good marketing can make people curious, but quality, pricing, customer service and reliability are what can turn that curiosity into repeat business.

The most successful businesses may therefore be those that understand both sides: creating content people want to watch while offering a product people actually want to buy.