Not This (Do This) Content Strategy: Boost Engagement and Educate Followers
Not This is a social media post format where influencers or brands highlight a common mistake before showcasing the correct approach, helping educate audiences and drive engagement. This simple, contrast-driven style boosts clarity, authority, and shareability.
What Does “Not This” Mean?
“Not This” is a content framework that pairs a wrong example or common pitfall with the right solution—in other words, “Not This, Do This.” It’s a visual or narrative contrast that shows your audience what not to do (the “Not This”) and then demonstrates the better path (the “Do This”).
This approach pops up everywhere from Instagram carousels to TikTok videos and Twitter threads. By starting with a mistake or misconception, you hook viewers’ attention and guide them toward your preferred method or product.
Why Brands and Creators Use It
1. Clear Education: Breaking down a concept into “wrong vs. right” makes lessons easy to follow.
2. Strong Engagement: People love before-and-after or right-vs-wrong comparisons—they stop scrolling to see how you solve the problem.
3. Authority Building: Demonstrating you know common mistakes builds trust and positions you as an expert.
Examples in Action
- Instagram Carousel:
- Slide 1 (Not This): A crowded product shot with bad lighting.
- Slide 2 (Do This): A clean, well-lit image highlighting the product’s features.
- TikTok Video:
- Clip A (Not This): A sped-up clip of someone fumbling through a skincare routine.
- Clip B (Do This): A seamless, step-by-step routine using your brand’s serum.
- Twitter Thread:
- Tweet 1 (Not This): “Don’t post generic stock images. You’ll blend in.”
- Tweet 2 (Do This): “Use real customer photos to stand out and spark engagement.”
Why “Not This” Matters
For DTC brands, small business marketers, and influencers, clarity and trust are currency. The “Not This” format:
- Prevents Confusion: You explicitly show what to avoid, cutting through vague advice.
- Boosts Shareability: Contrasts are inherently relatable—people share to help others avoid mistakes.
- Drives Action: Followers are primed for your call-to-action after seeing the problem.
Common Misconceptions and Variations
- Misconception: It’s Negative.
While you start with a “wrong” example, the focus stays positive by guiding viewers to the “Do This.”
- Variation: “Wrong vs. Right” or “Don’t Do This/Do This.”
All are the same formula—choose the phrasing that fits your brand voice.
- Pitfall: Overdoing It.
Don’t turn every post into a criticism. Reserve “Not This” for truly valuable lessons.
Practical Tips to Nail Your “Not This” Posts
1. Keep It Simple: Limit each slide or clip to a single mistake and solution.
2. Be Visual: Use clear before-and-after photos or side-by-side video clips.
3. Label Clearly: Add text overlays like “Not This” and “Do This” so viewers instantly get the contrast.
4. Tie to Your Brand: Make sure the “Do This” aligns with your product, service, or expertise.
5. End with a Hook: Ask a question or suggest the next step, like “Which one will you try this week?”
With “Not This” content, you’re not just telling your audience what to do—you’re showing them, side by side, why it works. That clarity is gold for building trust, driving engagement, and turning followers into customers.
