A study of the Trinity Mirror Solutions showed that 42% of people distrust brands, mainly because consumers see brands as having excessive power and influence and that they are therefore remote and unreachable. If you want to stand out and win people’s trust, you need to make your brand more human. If you want to humanize your brand, the best way to do so is through social media, because that’s the place where you can get easy access to your target audience to build a connection with them via content and conversation.
1. Create a unique voice
Everyone has their own way of talking that forms a part of their personality. Your brand also becomes more human when it has a unique voice that fits the overall image it wants to portray. When you are a sports brand, you need to be authoritative, but not necessarily formal. The voice also needs to be motivating, to fit the whole brand image. Another example is a skincare brand. These kind of brand needs a voice that’s caring and soothing as well as dependable.
2. It’s all about your employees
When you reveal the humans that work behind the brand your brand will become more human. This is one of the best ways to build a connection. Through social media you could introduce your employees with a photo and a short text about themselves, or for example provide content about an employee during his workweek.
3. Social media influencers
Another way to humanize your brand is the use of social media influencers. A study by gen.videoand Geometry Global found that social media influencers are most trustworthy when it comes to consuming information about product purchases. Consumers see influencers as authority figures and see them as experts in their field. For example when you develop video content about an employee or the experience of your customers, you can let a relevant influencer take over your social media for a week. This way you reach your consumers and the followers of the influencer.
4. Show real people
By signing your posts you can also make your social media interactions more personal. When you add your name, you show your audience that there are real people behind the post. It also gives them a better idea of whom they’re talking with.
5. Be honest
Humanize your brand is about human qualities, also when things go wrong. When you make a mistake, you need to admit it and remain transparent about it. This helps you win the trust of your audience. To prove your audience that you care and listen to them, you should create personalized messages for each of your customers.
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