The importance of humanising your brand
The ‘human touch’ is a critical element of audience engagement and connection that often falls through the cracks. (Anyone else singing the lyrics to the Spice Girls in their head after reading ‘human touch’? Nah, us neither).
Here’s why humanising your brand is ideal 🧬
Emotional responses encourage emotion-based decision making 💚
Greater audience connection 📎
Brands that feel more aligned to us are more engaging, and we trust what they say more. Why?
Because of relatability.
Call us all narcissistic at heart, but we do value the experiences and words of others who are ‘similar to us’ more than those who are not, because those opinions feel more relevant to us. When we know someone similar to us experiences x y z benefits from buying a particular cool thing, we think we can probably expect a similar result, and so we trust that experience. If someone not at all like us had a cool experience, we’d probably just think it was a cool story.
Sharing your story makes people root for you 🌳
How to humanise your brand on social media 🧫
Share your story 📕
Most people love a good origin story, and sharing the ‘why’ ‘who’ and ‘what’ of your business paints the true picture of who you are.
Share social content that speaks to these things, talking about the history of your business, showcasing what makes you happiest when you work with clients, why your business was started in the first place, what your mission is now, and anything else about your journey that’s worth sharing. Don’t be afraid to go into full storytelling mode.
Be sure to highlight stories about your employees, customers, and the ways you make an impact.
Sharing your brand’s drive, values, and back-story can help you connect on many levels.
So share everything about who you are. Where you’re from. What you did… Okay, fine, we’ll stop it with the song lyric references. But how good are the Backstreet Boys, though?!
Share your people 🎳
Show the faces of your people
People connect with people, not corporate identities. Make it a point to showcase your team members on your social media platforms, and not just their names in text, but their faces in photos and/or videos too.
The openness, honesty and transparency of showing the faces of your people creates a sense of trust and loyalty, which are essential ingredients for customer retention.
Something that we always tell our new website clients when we’re designing their websites is that the personal images have a real power. They can impact your results hugely, because they instil trust. Real people over stock images are always recommended, and people shots over product shots. For a dental clinic, a photo of a smiling dentist consulting with a smiling patient from your practice in a high-quality setting within your clinic is a great example.
It’s the same with your social media.
People like to know who they’re going to be talking to, and who it is that they are entrusting their hard-earned money with.
Here’s some examples of some ‘people’ posts we’ve done recently on social media for Excite:
Don’t be afraid to let personalities shine through ☀️
Nothing is more human than showing the individual personalities of the people that make up your business. Especially people that your customers will likely be dealing with, the owners of your business, management, and key staff members.
Keep it real and relatable
Humour goes a long way 🙊
Humour is super engaging and something that will always bring connection and a sense of genuinity and realness. As long as your jokes are appropriate, they are great to share.
Post even when the jokes don’t land — this only improves the human-factor!
In a rare moment of compassion, we won’t name any names from within our own team, but certain people within Excite Media have been known to be mostly met with sighs, eye rolls, ‘unsubscribe’ messages and other similar reactions when they share their “jokes” and unique senses of humour.
But it’s this kind of dynamic that is so very human and personable. It’s relatable and it’s endearing in its own way. It also shows a whole lot of personality. Great news for the fans of ‘dad jokes’ everywhere.
Give them a behind-the-scenes look 🎬
Things that seem everyday to you can be really interesting and engaging to your audiences. They show a good insight into you, your team, and your way of doing things.
Behind the scenes content can also shed some light on the strengths you might not have even thought of promoting, like your processes, systems and tools.
Whether it’s taking shots at your next team training session or other behind the scenes insights, go for gold on these.
Share images of your team during their workday, behind-the-scenes videos of your operations, or ‘meet the team’ posts where you introduce your staff members.
One great example is what Slack does on social media. The collaboration hub often shares “a day in the life” of their employees across various roles, giving followers a peek into their day-to-day.
Showcase your workplace culture
Share what matters to you
Is there a cause you care about or get behind? Are there values that are particularly important to you? Share them on social media. Not only does it help to show all of those human sides to your business, but it can also help to promote these important causes and values.
For example, at Excite Media many of our team members donate to a local charity, which helps support children and youth in Sierra Leone with their growth and development. The charity is called Fig Tree Children.
By posting about the important work of this charity, we’re not only sharing an important part of our story and the causes our team cares about, but it’s also spreading the news about the great work that they’re doing.
Interact, authentically 🤝
An example of great humanised content
Here’s the stats on the post
What’s great about it from a content marketing perspective
What could be improved 👷♀️
A sneaky reference of the business location, and another reference of the brand name at the end would be a great way to improve their results from a marketing perspective, so relevant audiences in their local area know they’re local and relevant. It would have to be super subtle though.
Looking through their account, it’s actually hard to identify within a 10 second look where these guys are based. These days, that’s probably the maximum attention span you’re working with on TikTok, even for those interested in knowing where they are from.
As TikTok is a mobile app, the need to Google them to find out if they’re in your local area (if you were in the market for a landscaper) adds an extra step that most won’t do, and requires leaving the app scroll.
Something else that would help their results would be mention of their location in their bio, maybe another in their TikTok name/handle, and definitely location references in their post content themselves (like in the text description). You can tell they’re landscapers, you can see the brand name clearly, but you can’t tell if they’re in a proximity that’s relevant to you very easily at all.
These slight tweaks would be a huge benefit to these guys, and would help them to get the most out of this huge engagement and great content.