Are your social media posts falling flat, despite having a solid message? You’re not alone. Most businesses struggle to connect with their audience on social platforms—even with a clear message in hand. And this can really be an issue because according to the Digital 2024 July Global Statshot Report Analysis, 73% of internet users use social media for brand research. The good news? It’s usually not your content—it’s your strategy. By pairing the StoryBrand BrandScript with Downstage Media’s PAGER method, you can turn bland posts into engaging, high-impact content. Here’s exactly how you can do it.

Why Being Salesy on Social Media Is Hurting You

When social media becomes all about pushing products, your audience tunes out. The truth is, according to We Are Social and Meltwater’s October 2023 report, people open social media to stay in touch with friends, fill spare time, and read news stories. "Finding products to purchase" ranks sixth on their list. So, it’s clear: your audience isn’t logging on to be sold to.

To make matters worse, the algorithms aren’t fans of self-promotional content either. Social platforms are designed to show your content to fewer people if it reads like an ad—unless, of course, you’re willing to pay for ads.

But you’ve got a BrandScript, and you’re eager to use it! After all, it’s the key to a clear and consistent brand message. But how do you use it on social media without losing engagement or getting buried by the algorithms?

That’s where the PAGER method I created comes in. I’ve spent nearly a decade creating social media content. When I became a StoryBrand Certified Guide, I created a game to blend a BrandScript into your social media content mix. It’s all about using your message thoughtfully, so it connects with your audience while staying on the algorithms’ good side.

In my book, Simple Social Media, I break down how to do this in detail. But here’s an overview to get you started.

How a StoryBrand BrandScript and the PAGER method create a winning combination

What Is a StoryBrand BrandScript (and How Does It Work with the PAGER Method)?

A StoryBrand BrandScript is a simple, yet powerful tool that helps you craft a clear, customer-focused message. It’s designed to position your product or service as the solution to your customer’s problem by following a specific framework: identifying the character (your customer), their problem, your role as their guide, the plan you offer, and a clear call to action. It’s the blueprint for all your brand messaging, so that all of your marketing materials are centered on your customer’s needs.

But how do you use your BrandScript on social media without turning your account into a non-stop commercial? Enter the PAGER method, which breaks down your social media content into five categories:

• Promotional (where your BrandScript fits in)

• Articles (blogs, podcasts, longer videos)

• General (updates, news, announcements)

• Engagement (polls, questions, interactive posts)

• Random (any posts from the above categories)

The PAGER method makes sure that your BrandScript gets the right amount of attention while keeping your content balanced and engaging. You should aim to have only 20% of your posts be promotional, meaning if you’re posting five times a week, just one of those should be dedicated to your BrandScript. This way, your social media stays varied and aligned with both your strategy and your audience’s preferences.

Book a Personalized PAGER Strategy Session

Want to create social media posts that actually engage? Drop your email below to see the PAGER Method Game in action!

Build Captivating Social Posts with Your BrandScript

Step 1: Number Your BrandScript

Start by numbering each element of your completed BrandScript, following the format below.

Step 2: Roll the Dice

Grab two 10-sided dice (or use Google’s virtual dice roller) to randomly select your BrandScript elements for your next social media post. Why use dice? It keeps your content fresh and prevents you from defaulting to the same message every time.

Step 3: Write the Caption

All social media platforms require a caption, whether it's TikTok, Instagram, or LinkedIn. Use the numbers rolled on the dice to identify the BrandScript elements you'll use for your caption.

Let’s say you roll a 5 and a 6. For Downstage Media, these correspond to:

• #5 (Guide – Empathy): "I understand how it feels to have your resources stretched too thin."

• #6 (Guide – Authority): "I’ve used proven frameworks for nearly ten years to help brands build engaged audiences."

Add in a Call to Action (CTA). I’m choosing Direct CTA here:

• Direct CTA: "Schedule an Intro Call."

Here’s what the final caption could look like:

"I understand how it feels to have your resources stretched too thin. I’ve used proven frameworks for nearly ten years to help brands build engaged audiences. Schedule an Intro Call today at downstage.media/getstarted."

Feel free to tweak the wording from your BrandScript to fit your brand voice and the length requirements of each social media platform.

Curious about how this fits your brand? Let’s chat.

Step 4: Add a Visual

Pair your caption with an engaging visual—whether it’s an image, infographic, or video. For this example, let’s format the post for Twitter.

Step 5: Create 4 More Variations

Batch your content creation to save time. Repeat this process until you have five social media posts ready. This way, you’ll have about 5 weeks’ worth of BrandScript-based content aligned with the PAGER method, keeping your promotional posts in check.

Step 6: Schedule or Automate Your Posts

Load your posts into your preferred social media scheduler or automate them for consistent posting. I recommend MeetEdgar, which allows you to automate posting, saving you time in the long run. You simply tell the platform to post any of your pre-selected content at the designated time.

Put Your BrandScript to Work

Your BrandScript isn’t just for your website or emails—it’s a powerful tool for social media too. By integrating it into the PAGER method, you can maintain a balanced, engaging feed that meets your business goals without overwhelming your audience.

Ready to see how the BrandScript can amplify your social media strategy? Don’t let your efforts go unnoticed—schedule a call today to bring this method to life.

Don’t Have a BrandScript?

If you’re not using a BrandScript yet, let’s fix that. Schedule an Intro Call with Downstage Media to explore how we can create one tailored for your brand.