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How Social Media Humanises Your Brand & Engages Your Audience

Social media platforms have always been the place where people connect with people. From photo sharing on Facebook and Instagram, to video sharing on platforms like YouTube and TikTok The ability to share moments, thoughts, and experiences in real-time has transformed the way we communicate and build relationships.

As the digital landscape has changed and evolved, social media has become the go-to place for consumers to interact and engage with brands. However, with this change comes a shift in expectations. No longer satisfied with one-way communication, consumers seek more than just a product or service – they crave a connection, a story, and a human touch.

In this post, we discuss the importance of humanising your brand and how social media can help you achieve that. With insight into tips, tools, and strategies on how to humanise your brand on social media you can create a strategy that truly resonates.


Why Brands Need to Embrace Humanisation

Today, a brand is more than just a name or a logo. It’s the personality and values that your business represents. In a world inundated with choices, humanising your brand means giving it a personality that people can relate to. It’s about creating a connection with your audience that goes beyond simply selling a product or service.

  • Building Trust: Humanising your brand fosters trust. Consumers are more likely to trust and connect with a brand that feels authentic and relatable. When your brand showcases its “human” side, it establishes a foundation of trust that goes beyond transactional relationships.
  • Connecting Emotionally: Emotions drive decision-making. By humanising your brand, you tap into the emotional state of your audience. Whether it’s through compelling narratives, relatable content, or a consistent brand voice, humanisation creates an emotional bond that extends the customer-brand relationship.
  • Standing Out in the Crowd: In a saturated market, standing out is key. Humanising your brand sets it apart from the competition. When consumers can connect with the human elements of your brand, they are more likely to choose you over competitors who may appear more impersonal.
  • Enhancing Customer Loyalty: A humanised brand builds a community of loyal customers. When consumers feel a personal connection with your brand, they are not just customers; they become advocates. Loyalty is no longer solely based on product features; it’s rooted in the emotional connection forged through humanisation.
  • Adapting to Changing Consumer Expectations: Modern consumers seek more than just products; they desire meaningful experiences. Humanising your brand aligns with these evolving expectations, demonstrating that your business understands and values the human aspects that make a brand memorable.

So, How Does Social Media Humanise Your Brand?

Traditionally, businesses were cold, distant, advertorial and, most prominently, inhuman. However, as user expectations began to shift, social media platforms provided businesses with the perfect opportunity to humanise their brand and connect with their audience on a more personal level.

Social media acts as a storytelling platform that allows brands to showcase their personality, values, and culture, which can help to create an emotional connection with their audience. Unlike traditional advertising channels, social media enables real-time interaction. Brands can respond to comments, engage in conversations, and address concerns promptly. This instant and direct communication create a sense of approachability and accessibility. Additionally, with billions of active users on social media platforms, businesses can reach a more global audience, improving their brand awareness and attracting new customers.

Lastly, social media is a cost-effective way to humanise your brand. Unlike traditional advertising, social media allows businesses to create and share content at little or no cost. This means that even small businesses can compete with larger brands and reach a wider audience.

Read More: The Benefits of Personalisation in Digital Marketing

Diving into the Heart of Human Experiences with Google’s #AYearInSearch Campaign

2020 was a year that tested the resilience of all of us across the world. In spite of this, Google took an extraordinary leap into the heart of shared human experiences with its poignant #AYearInSearch campaign. Through the strategic use of social media, Google not only documented the tumultuous journey of that challenging year but also showcased the brand’s human side in a way that resonated deeply with a vast audience.

This campaign features a video montage that captured the highs and lows of 2020. From the global pandemic and #BlackLivesMatter protests to environmental crises like the Amazon fires and the loss of beloved figures like Kobe Bryant, the montage showcased the collective human journey throughout the year. Narrated by Ghanaian-American poet, Kofi Dadzie, the carefully chosen words served as a reminder that, even in the face of adversity, we were not alone in our questions and concerns.

What set #AYearInSearch apart was its ability to tell a story of shared struggles, questions, and quests for understanding that a large audience could connect to and resonate with. In doing so, Google showcased a brand that not only understands the challenges faced but also empathises with their audience and cemented itself as a partner in a user’s journey for information.

How To Humanise Your Brand on Social Media

Looking to create an authentic connection with your audience? Here are actionable tips to infuse personality and relatability into your brand on social platforms:

1. Share Valuable Content

Craft content that adds value to your audience’s lives. Whether it’s informative articles, helpful tips, or inspiring stories, providing content that resonates with your audience enhances your brand’s relevance and positions you as a valuable resource.

2. Engage in Conversations

Break the barrier of one-way communication. Respond promptly to comments, messages, and mentions. Genuine interactions not only build a community but also show that your brand is attentive, responsive, and genuinely interested in your audience.

3. Be Transparent

Build trust by being open about your brand. Address challenges, share successes, and be honest about your journey. Transparency fosters a sense of authenticity, making your brand more relatable to your audience.

4. Take Your Audience Behind-the-Scenes

Invite your audience to the inner workings of your brand. Showcasing behind-the-scenes moments, whether it’s the creative process, team camaraderie, or daily operations, humanises your brand and fosters a sense of connection.

5. Utilise User-Generated Content

Encourage your audience to become part of your brand’s story. User-generated content serves as authentic testimonials and showcases real people enjoying and endorsing your products or services.

6. Establish a Consistent Brand Voice

Develop and maintain a consistent tone and style across your social media platforms. Consistency builds familiarity, making your brand more recognisable and reinforcing your unique identity.

7. Make The Most Of Visual Storytelling

Tap into the power of visuals to convey your brand’s narrative. Engaging images, infographics, and videos create a captivating brand story, evoking emotions and connecting with your audience on a deeper level.

8. Express Your Values

Clearly communicate your brand’s values. Take a stand on issues that align with your principles. Expressing your values not only humanises your brand but also attracts like-minded consumers who resonate with your beliefs.

9. Show Real People

Put faces to your brand. Whether it’s the team behind the scenes or customer spotlights, showcasing real people adds a personal touch, making your brand more relatable and approachable.

10. Incorporate Humour & Wit

Infuse humour into your content strategy. Witty captions, funny memes, or playful interactions not only entertain your audience but also create a memorable and enjoyable brand experience.

Read More: Optimising Your Social Media Strategy: When to Post on Social Media for Maximum Engagement

Side view of young businessman drinking coffee an checking social media on mobile phone.

Challenges and Limitations of Humanising Your Brand on Social Media

While social media provides businesses with an opportunity to humanise their brand, there are also some challenges and limitations to consider.

Social media is a public platform, and with that comes the risk of negative feedback or comments. The transparency that comes with humanising your brand also means exposing it to criticism. Negative comments can spread quickly and be seen by a wide audience. Businesses need to be prepared with a well-thought-out strategy to address negative feedback promptly and professionally, turning potential negativity into an opportunity for growth and improvement.

Social media operates at a rapid pace. The need to constantly create fresh and engaging content is a significant challenge. Businesses must navigate the fine line between quantity and quality. While consistent posting is essential to stay relevant, the pressure to keep up with the fast-moving nature of social media can lead to rushed or uninspired content. Striking the right balance and maintaining authenticity in content creation is vital for long-term success.

By enlisting the services of Social Media professionals, businesses can mitigate and reduce these risks as they have the skills and knowledge to navigate the intricacies of social media dynamics effectively.

Read More: The Digital PR Playbook: Managing Crises in the Social Media Era

The Power of Humanising Your Brand on Social Media

Humanising your brand on social media is essential for building trust and loyalty with your audience. By showcasing your brand’s personality, values, and culture, you can create a deeper emotional connection with your audience, which can lead to increased brand awareness, customer loyalty, and sales.

By following the tips, tools, and strategies outlined in this blog post, you can humanise your brand on social media and engage your audience through humanised content. So, go ahead, increase your brand awareness today, and make every like, follow, and share count!

With proven social media marketing solutions, Digital Nomads are a leading digital marketing agency with a passion for driving impactful results. Our dedicated team combines expertise, innovation, and a client-centric approach to craft strategies that not only meet but exceed your expectations! Contact us

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