Why People Don’t Share Your Business (And Why That’s Okay)
In entrepreneurship and marketing, we talk a lot about visibility — how to get people to talk about your work, post about your business, or share your latest launch. But the truth is, support isn’t automatic. Even your closest friends and family may not repost your content or recommend your product, and that can feel personal.
At Hines Dortch Consulting, we believe in looking at these moments with honesty and curiosity. What makes people share, talk, and care about something online? It usually comes down to one thing: how it makes them feel.
Why People Don’t Share Your Business
We’ve all been there — you launch something new and wonder, “Why won’t my friends share it?”
It’s easy to take that personally. But here’s a truth I’ve learned as both an entrepreneur and a creator:
👉 People don’t share things because you made them. They share them because it made them feel something.
The things we repost or recommend usually spark emotion — they make us laugh, cry, or feel inspired. So when someone doesn’t share your business, it doesn’t mean they don’t care. It may just mean your story or message hasn’t connected emotionally — yet.
What Makes People Talk
Ask yourself:
Does what I’m offering excite people?
Is it solving a real problem?
Is it a breath of fresh air or surprising in some way?
People share what moves them — not what they’re told to share.
A Lesson from Music
Olivia Dean performs on the Pyramid Stage during day three of Glastonbury Festival 2024 at Worthy Farm, Pilton on June 28, 2024 in Glastonbury, England.
British singer Lily Allen dropped her album West End Girl on Oct. 24
Take Olivia Dean, whose songs took off because people used them in Reels and TikToks. Her music resonated — soft, soulful, and relatable. People weren’t promoting her; they were sharing the feeling.
Or Lily Allen’s recent album — reportedly written in just ten days. When I listened, I couldn’t personally relate to her story, but I loved how she told it. The storytelling, the rhythm, the honesty — it all worked. That creative energy made me appreciate it, and I shared it with my sister simply because I enjoyed it.
That’s how it works. We share what moves us.
Stop Expecting Excitement — Create It
Before you get frustrated that others aren’t shouting about your work, ask yourself:
Have I given them something to feel?
Does my business or story connect?
Am I showing up with the kind of energy that draws people in?
Authentic excitement can’t be forced. Your job is to build something worth getting excited about.
And as someone who struggles with self-promotion, I’ve learned this: if I’m not showing up for my work the way I want others to, I can’t expect them to do it for me.
So keep creating. Keep connecting. The more your work makes people feel, the more naturally they’ll want to share it.