VISIBILITY IS THE NEW CURRENCY

Successful entrepreneur and Founder of AV Designs, Avani Goyal gives an insight on why social media is no longer optional, but essential for brands and individuals seeking relevance and trust

Avani Goyal

In today’s fast-moving digital landscape, attention spans are short and competition is intense. According to Avani Goyal, doing good work alone is no longer enough if it is not seen.

“You may be doing great work, but if you are not visible online, you are almost invisible,” she opines, underlining how social media has evolved far beyond being a mere marketing channel. For her, it represents one’s digital personality — the first impression that lingers.

Avani points out that people may forget an advertisement, but they rarely forget a brand or individual who entertains them, engages them or solves a real problem. Yet, she acknowledges the frustration many business owners face: posting sporadically with little engagement, struggling to identify what content actually works, and feeling that social media demands effort without clear returns. As a result, it often slips to the bottom of an already crowded to-do list.

“The reality is simple,” she explains. “Whether you are a brand or an individual, social media is one of the strongest tools to get noticed, build trust, and connect with the right people.”

Why Social Media Matters

Avani illustrates her point with familiar examples. Brands like Duolingo stand out not because they sell a product aggressively, but because they entertain. Its quirky owl mascot has become instantly recognisable and relatable. Similarly, Zomato’s witty and timely posts keep it culturally relevant, while Starbucks builds emotional bonds by sharing customer stories that foster a sense of belonging.

For professionals and entrepreneurs, social media also serves as a window into expertise. “Designers, consultants and founders are often seen and evaluated online before they are ever met in person,” she notes, adding that platforms such as LinkedIn and Instagram allow credibility to be built long before a conversation begins.

Using Social Media with Purpose

Drawing from her own entrepreneurial journey, Avani outlines simple yet effective principles. Consistency, she believes, keeps a brand visible. Simplicity ensures messages remain relatable. Most importantly, engagement should replace one-sided posting. “Many small brands grow simply by interacting with their audience — replying, asking questions, and listening,” she says.

Storytelling, she adds, is what truly makes content memorable. Rather than stating “we sell coffee,” showing the journey from bean to cup creates an emotional hook. Experimentation is equally vital — from reels and carousels to live sessions and memes — as different audiences respond to different formats.

“Stories are what people remember,” Avani concludes, reinforcing her belief that authenticity always outperforms noise.