By José Valentino Ruiz, Ph.D.

Abstract

This article explores why certain social media posts resonate deeply and generate significant engagement, not because of algorithmic tricks, but due to authenticity, purpose, and relational sincerity. Drawing from personal experience and scholarly research, it offers practical strategies for leaders, educators, and creatives to cultivate meaningful digital presence with integrity.

Keywords: Authenticity; Digital Engagement; Social Media Strategy; Narrative Communication; Relational Trust; Creative Leadership; Platform Integrity

The Unexpected Power of a Thoughtful Post

Most social media posts come and go with little fanfare. We share career milestones, insights, or words of encouragement only to receive modest attention. Yet, on occasion, a post strikes a chord and spreads far beyond our expectations. When that happens, the question arises: Why this one?

Recently, I experienced such a moment. A post announcing my appointment as the U.S. Speaker on Creative Economy and Global Arts Entrepreneurship for the U.S. Department of State received several hundred interactions—far surpassing the engagement I typically see. It wasn’t boosted by paid ads. It didn’t include viral video content. It was a thoughtful announcement presented with sincerity.

So what made it resonate? Was it the algorithm? Or was it something deeper?

This article explores the factors that drive meaningful engagement—not gimmicks or vanity metrics, but the kind of substance-based communication that builds trust, celebrates service, and strengthens community. These insights are for leaders, educators, creatives, and professionals who want to share their work with greater purpose and reach.

Is It the Algorithm or the Message?

The short answer is: both. But not equally.

Yes, algorithms influence what is seen and when. But they are reactive, not proactive. Algorithms amplify what people already value. A post that inspires, informs, or invites emotional response gains traction because people respond to it. The algorithm then amplifies that response.

In other words, the algorithm is not the author of engagement—it is the amplifier of authentic resonance.

Practical Elements That Drive Engagement

These are the core principles behind content that performs well—not through manipulation, but through meaningful connection.

1. Structure Your Post Like a Story

Humans are naturally drawn to narrative. A well-structured post has a beginning, a reveal, and a sense of what’s next. Readers are more likely to stay engaged when they feel like they’re part of a story.

Effective structure often follows this flow:

  • “I’ve been holding onto this for months…” (sets emotional context)

  • “Here’s what happened…” (shares the development)

  • “Here’s what’s coming next…” (builds anticipation)

This kind of storytelling increases time spent reading—a key metric platforms monitor when determining visibility.

2. Use a Sincere and Humble Tone

People are drawn to vulnerability, not vanity. A humble tone—expressing surprise, gratitude, or reverence—encourages others to celebrate with you.

Instead of saying, “I earned this honor,” consider, “This opportunity came as a complete surprise, and I’m humbled by the trust placed in me.” Humility invites admiration without triggering competitiveness.

3. Frame the Post Around Service, Not Status

Rather than showcasing what you’ve accomplished, show how the opportunity will allow you to serve others. This reframes your success as a responsibility and aligns your post with a broader mission.

For example:

  • Instead of: “I’ve been invited to speak.”

  • Consider: “I’ll be working alongside global organizations to uplift young artists and foster creative economies.”

Readers are more likely to engage when they see the purpose behind your platform.

4. Anchor It in Purpose and Meaning

Including a personal reflection—especially one grounded in faith, calling, or purpose—can create a deeper sense of connection. When thoughtfully expressed, these reflections humanize the post and offer a sense of grounding beyond professional accomplishment.

Statements like “I remain in awe of how God orchestrates each season of our lives” communicate humility, perspective, and conviction without preaching.

5. Leave Room for Curiosity

You don’t need to reveal everything in one post. Strategic ambiguity—phrases like “More to come,” “International work is already scheduled,” or “I look forward to sharing updates as I’m permitted”—invite people to follow along without overwhelming them.

Curiosity leads to continued engagement, follow-up messages, and long-term interest in your journey.

6. Speak to Multiple Communities at Once

If your post touches several spheres—faith, academia, music, public service, education—it will naturally resonate with multiple audiences. This multiplies its spread, as different networks feel personally connected to different parts of your identity.

The more communities a post activates, the more likely it is to travel across platforms and professional circles.

7. Make It Easy for Others to Celebrate With You

People often share or comment on posts that reflect their values or allow them to express admiration for someone else. A well-framed post gives your readers the opportunity to say, “This is the kind of leadership we need,” or “I’m proud to know this person.”

When your post uplifts others by association, they are more inclined to repost or share it.

How to Know a Post Is “Ready” to Share

Before clicking “publish,” pause for a moment. A thoughtful post is rarely rushed. Whether you’re writing about a new appointment, a creative milestone, or a personal revelation, consider these reflection prompts:

  • Is this post rooted in truth and purpose?
    Am I sharing this to offer value, or simply to be seen?

  • Would I still share this if it received no likes?
    If so, the post likely carries intrinsic worth and mission-aligned intent.

  • Does it invite others in?
    Does this post include others in the story—students, mentors, collaborators, or those I serve?

  • Am I proud of the spirit behind this post?
    Not just the content, but the tone and posture—does it reflect humility, clarity, and service?

  • Is the timing right?
    Sometimes a great post shared prematurely or during a crowded news cycle gets lost. Timing matters—not just for visibility, but for impact.

Publishing with purpose ensures that your digital presence grows not only in reach, but in resonance.

What the Algorithm Actually Responds To

While the heart of engagement lies in human connection, understanding how platforms measure activity can help you refine your strategy. Here are a few of the key signals:In short, the algorithm follows the human. If a post generates real engagement, it will likely generate algorithmic attention as well.

The Cost of Inauthentic Engagement

It is common knowledge that influence is often measured by visibility, and thus, it is very easy to fall into the trap of posting for attention rather than alignment. But while algorithms may reward frequency and novelty in the short term, audiences quickly sense when content lacks sincerity.

Superficial engagement—likes gained through shock value, performance, or curated perfection—often yields diminishing returns. It may elevate visibility, but it can erode trust. Over time, readers disengage from voices that seem more focused on optics than substance.

Worse yet, creators may find themselves misaligned with their own values, constantly chasing trends or “on-brand” performances instead of speaking from conviction. This can lead to burnout, confusion, and a fractured digital identity.

The antidote is not silence—it is sincerity. In an age of noise, meaningful communication remains both a rarity and a relief. Your audience doesn’t need perfection; they need presence. They don’t require polish; they’re looking for purpose.

Metrics That Matter (And Ones That Don’t)

It’s tempting to gauge the value of a post by the number of reactions it receives. But the most meaningful impact often occurs beneath the surface—unseen in metrics, but deeply felt in hearts and minds.

Instead of obsessing over views, consider these value-based indicators:

  • Relational fruit: Did the post spark a meaningful conversation? Did someone reach out for mentorship, collaboration, or counsel?

  • Silent resonance: Not everyone clicks “like.” Many are listening silently, observing consistency over time. These “invisible followers” often become long-term supporters, partners, or students.

  • Clarity of message: Is my purpose clearer to those who follow me because of this post? Have I reinforced the values I stand for?

  • Opportunities generated: Did this post open doors to speak, serve, or support others in new ways?

Let the numbers inform, but not define. The goal isn’t performance—it’s presence. And presence is measured in relational trust, not reaction counts.

What the Research Tells Us About Meaningful Digital Engagement

Scholars in communication, media studies, and behavioral psychology continue to affirm what many of us sense intuitively: authenticity, emotional relevance, and value-driven storytelling are what drive real connection in digital spaces.

Research by Boyd and Ellison (2007) emphasized that social media is not just about broadcasting—it’s about cultivating relational identity. More recently, Duffy and Hund (2015) noted that audiences increasingly seek “strategic authenticity”—posts that feel both personal and intentional.

From a behavioral perspective, Berger and Milkman (2012) found that emotionally arousing content—especially that which elicits awe, hope, or inspiration—is more likely to be shared. Molyneux and Holton (2015) add that trust in digital voices grows when audiences perceive consistency between a poster’s values and their actions.

And in the creative sector, Cotter (2019) describes how “algorithmic imaginaries”—people’s mental models of what the algorithm wants—often pressure creators to perform rather than express. Yet, studies suggest that those who prioritize meaningful engagement over viral appeal build more loyal and resilient audiences.

These findings support a simple idea: while digital tools may evolve, human connection remains grounded in purpose, presence, and personal conviction.

Don’t Chase Virality—Pursue Integrity

You don’t need every post to go viral. In fact, pursuing high engagement purely for numbers can quickly lead to inauthentic content and shallow connections. The goal should be resonance, not spectacle. When you communicate with integrity, gratitude, and service-minded purpose, your content will naturally build relational trust and reputational value. That’s what leads to sustained influence—on and off the screen. Meaningful engagement isn’t just a metric. It’s a reflection of mission.

References

Boyd, D., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230.

Berger, J., & Milkman, K. L. (2012). What makes online content go viral? Journal of Marketing Research, 49(2), 192–205.

Duffy, B. E., & Hund, E. (2015). “Having it all” on social media: Entrepreneurial femininity and self-branding among fashion bloggers. Social Media + Society, 1(2).

Molyneux, L., & Holton, A. E. (2015). Branding (health) journalism: Perceptions, practices, and emerging norms. Digital Journalism, 3(2), 225–242.

Cotter, K. (2019). Playing the visibility game: How digital influencers and algorithms negotiate influence on Instagram. New Media & Society, 21(4), 895–913.