Connection: Be More Like a Human
instead of posting highly organised brand content scheduled to the minute. Many companies pump out content that sticks rigidly to their brand guidelines, ticking all the colour, tone of voice, messaging and aesthetic boxes. In essence, doing everything ârightâ.
More progressive brands dare to stand out and understand that when you live and breathe a brand, and truly understand your consumer, you can afford to loosen up a bit.
So, what does this look like in practice? It starts with an understanding that consumers are simply people. Theyâre a mass of contradictions and, as such, are rarely consistent in what theyâre looking for online.
Strong brand relationships are built on emotional connections so itâs not surprising that weâre more likely to follow social media accounts that donât feel curated or forced. The ones that feel more human, not like faceless machines or, frankly, brands. They reflect our values, and this is only achievable for brands that really know who they â and their consumers â are.
The humanity of a brand is crucial. It elevates them beyond the product, enabling the creation of unique, engaging and relevant content that stops social media looking like a supermarket shelf and makes it feel more like talking to your mates.
As an example, Refinery29 which has built a mammoth following of 2.3 million by sharing a wealth of easily re-postable content that connects with their followersâ values. People like, comment and share because they connect with the sentiment. They engage because itâs fun and playful, or powerful and meaningful. And they return because theyâve found a like-minded community.
Image feed from Dirty Lemon
Article extract from Creative Bloom by Lisa Desforges, 10th June 2019
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