Becoming a Content Chef: How to Create Scroll-Stopping Social Media That Builds Real Influence
Social media today is one giant street market. People are moving fast, sampling whatever catches their eye, and ignoring everything else. If your content isn’t stopping the scroll, you’re not in the market, you’re wallpaper.
After working with thousands of entrepreneurs, creators, and public figures at Storyy, I’ve learned something simple: you don’t win online by shouting louder; you win by serving better.
Here’s the blueprint for creating content that actually earns attention, builds authority, and gives you long-term influence across every platform.
Attention is the currency of the internet; spend it wisely
People pay attention, literally. Every scroll is a micro-transaction.
They only “buy” when what you post is worth their time.
Take Eva Lopez, who ran for city council in Salt Lake City.
She wasn’t the incumbent, wasn’t the “name brand,” and didn’t have a massive budget. What she did have was intentional content. She created videos about the issues voters cared about, then promoted them specifically to the people who would cast ballots.
Result?
She won, beating the incumbent by six points.
Not because she looked fancy on camera.
Not because her videos went viral.
But because her content mattered.
Ego is the enemy of engagement
Creators get stuck worrying:
“Am I flexing too much?”
“Do I look like I’m bragging?”
“Do I sound full of myself?”
Wrong question.
The real question is:
“Does this help someone?”
Even big personalities fall into the trap. We worked with Cardone Ventures, a brand built on jets, cash, and high-energy flexing.
Over time, that style stopped performing. People wanted practical value, not highlight reels. Once we shifted toward educational, helpful content, the growth came roaring back.
People don’t care about your spotlight until you shine it on something useful.
The two things Facebook told me that actually matter
I recently got on a call with Facebook’s internal team and asked:
“What does the algorithm reward right now?”
They didn’t give me 47 ranking factors or an AI black-magic formula.
They said two things:
- Consistency
- Quality
That’s it.
Show up reliably.
Give people something worth returning for.
Think of your favorite TV series; if episode 2 comes out six years later, you’ve moved on. Your audience will too.
Why depending on one platform is digital Russian roulette
A lot of creators build big on one platform, then panic the moment the algorithm changes.
Instagram shifts strategy?
Your reach tanks.
Twitter/X changes discovery?
Your account flatlines.
You don’t own your audience until you’re multi-channel.
That doesn’t mean 10x the workload. It means starting with the content type that repurposes everywhere: video.
From one long-form video you can pull:
- TikTok clips.
- YouTube Shorts.
- Instagram posts.
- LinkedIn carousels.
- Podcast audio.
- Blog posts (via transcript).
- Newsletter content.
- Google-friendly assets that help build your Knowledge Panel.
Platforms talk to each other. When your name shows up across multiple channels, Google sees it as proof of expertise, exactly how people like Millie Adrian expanded beyond Instagram into YouTube and built real digital authority.
Virality is overrated, relationships aren’t
Everyone wants the million-view moment.
But a million views from people who will never buy, never follow, never care is a sugar rush. Empty calories.
Remember the cinnamon challenge?
We all watched it.
None of us remember who did it.
Trying to chase trends is a treadmill.
Trying to build trust is a staircase, slower at first, but infinitely more durable.
Your goal should be:
“Right views over more views.”
Authenticity is a survival skill
When you’re talking to a camera, it doesn’t feel natural. But what translates on screen is simple:
- Don’t put on a voice that isn’t yours.
- Don’t invent a personality.
- Don’t force the “guru” act.
People can smell fakeness instantly and once you lose trust, you don’t get it back.
Your job is to show up the same way on camera as you would at coffee with a friend. That’s the version of you people connect to.
Give attention to get attention
Growth is a two-way street.
If you want engagement, you have to engage.
Comment on people’s posts.
Reply to your audience.
Support other creators.
Be part of the ecosystem, not a billboard floating above it.
It’s digital networking and opportunities come from relationships, not broadcasts.
Serve first. Sell second. Always.
Most people on social media are not looking to buy your thing right now.
But tons of people are looking to:
- Learn something.
- Get inspired.
- Understand a topic.
- Improve their work.
- Build their life.
If you serve that wider group, your potential customers will grow with it.
Serve first → Audience grows
Audience grows → Trust grows
Trust grows → Business grows
That’s the game.
Leverage tools, but never hide behind them
AI is powerful. Editing tools are powerful. Templates are powerful.
But at the end of the day, the strongest content still comes down to the same raw ingredients:
- Your stories.
- Your experiences.
- Your perspective.
- Your expertise.
That’s what sets you apart.
And that’s what no tool can fake.
A final thought: No one can create content like you
Everyone has access to cameras, tools, templates, and AI.
What they don’t have is your voice, your experience, or your story.
You don’t need to sound perfect.
You don’t need to impress everyone.
You just need to show up and serve someone.
Someone will watch your content and think:
“I’m glad they shared that.”
Those are the people you’re speaking to.
Those are the people who will stick with you.
And those are the people who will ultimately help you grow.
If you want help sprinting into this next phase of your content strategy, we’ve put together resources, hooks, playbooks, and even a free video edit to help you get started.
Because once you begin, really begin, you’ll realize something:
Creating great content isn’t about performing; it’s about serving.
And nobody can serve your audience the way you can.