I can hear Journey’s “Faithfully” while writing this

Ah middle school dances. The sweaty palms, the music, the slowly rotating disco ball that just seemed to taunt you, and the overwhelming sense that everyone was staring at you. 

Those events had an aura of collective awkwardness: kids huddled in packs, nervously eyeing the dance floor while drinking too much punch, waiting for someone—anyone—to make the first move.

If you think about it, there’s more than a passing resemblance between those early dances and today’s marketing scene. The social media world, specifically, can feel just as intimidating. It’s a room full of onlookers (or so it seems), and sometimes you just have to step out onto that digital dance floor and give it your best shot. 

So make sure your shoes are tied and your fly is zipped up. Here are some thoughts that might help:

1. Playing It Safe Can Only Get You So Far

At middle school mixers, sticking with your group felt safe. Everyone chatted and giggled about who might dance first, while almost no one wanted to be the first to move. 

But consider the marketing equivalent: many brands cluster around the same, predictable content or basic promotional posts.

Why It’s Problematic:

• You blend in with the crowd, making it hard for your brand to stand out.
• Potential audiences might not even know you exist if you’re playing it too safe.

Lesson Learned:

Sure, it’s comfortable to stay in your corner, but comfort rarely produces unforgettable moments (or campaigns). Sometimes you have to be the one to hit the dance floor—post that daring campaign, try a new channel, or take a stand on an issue. 

2. Find Your Circle, but Don’t Let It Box You In

At the dance, you’d typically show up with your friends. You likely shared common interests, inside jokes—there was a sense of belonging. 

Fast-forward to social media marketing: it’s crucial to identify your brand’s tribe or community, the people who resonate with your mission and voice.

How It Helps:

• Creates a base of loyal followers who’ll cheer you on (and maybe join you on the dance floor).
• Offers a natural starting point for feedback, engagement, and co-creation.

Potential Pitfall:

If you only engage with the same group and never venture out, you limit your growth. It’s okay to be open to new audiences or platforms—sometimes you have to walk across the gym floor and strike up a conversation with someone you’ve never talked to before. (Psssst, Jenny was totally looking at you.) 

3. It’s Never Just About the Moves—It’s About the Nerve

At a middle school dance, no one was really paying attention to your feet shuffling. They noticed that you actually danced. 

That’s exactly how it works in content marketing. Showing up and trying matters more than you think. 

People may not remember the details of your campaign, but they’ll be more likely to recall that your voice was part of the conversation.

Takeaways for Marketing:

• Don’t sweat perfection; focus on authenticity.
• The act of stepping out is often more memorable than the specific steps you take. The effort alone can resonate with customers who admire your boldness.

Real-World Example:

Consider a brand that tries a new TikTok trend. Even if their execution is clunky or not on par with top influencers, the fact that they’re out there—being fun, creative, and a little vulnerable—earns them visibility and human connection. 

That connection always delivers much more than just sitting on the sidelines trying to work up the nerve. 

It’s weird, but nerve typically shows up after you’ve already started.

Even if it doesn’t become a viral sensation, there is a lesson within every attempt—fuel for the next idea.

4. Critics Will Always Be Critics—Dance Anyway

Inevitably, there were the too-cool kids in the bleachers, passing judgment on everyone dancing. 

In marketing, critics can come in many forms: negative comments, low engagement, or even well-meaning peers who think your new approach might not work.

Why That’s Okay:

• Critics often observe from the sidelines, not trying anything themselves.
• Your goal isn’t to please everyone; it’s to connect with people who value what your brand stands for. Trying to be everything to everyone dilutes your message. 

When you focus on the audience that shares your values, every touchpoint—product decisions, campaigns, customer service—becomes sharper and more authentic, turning believers into advocates, and amplifying your story far better than a generic mass appeal ever could. 

In short, depth of connection beats breadth of reach every time.

Stay Relatable:

If your brand’s essence shines through and you’ve taken an honest risk, you’ll attract an audience that appreciates your uniqueness. And yes, some might roll their eyes, but that’s part of being in the spotlight.

Be There When the DJ Finally Plays Your Song

Like those dances from our younger days, marketing can be awkward, uncertain, and sometimes downright nerve-racking. But that’s half the fun, right? 

If you’re looking to make a real impression, remember that it’s not about having perfect moves; it’s about taking a chance and stepping into the spotlight—even if your knees are shaking.

So, the next time you’re plotting a social media strategy or eyeing a new ad platform, picture yourself in that gymnasium. 

Are you going to stay in your comfort zone, clinging to the same old moves? 

Or are you going to be the one who dares to start the dance? 

Chances are, the memory of you trying will outlast any initial awkwardness—and at 5BYFIVE, we believe that that’s how brands can stand out.

Now scoot back and watch me hit this moonwalk like a champ. 

Vijoy Rao

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