April 28, 2024

Jennifer Hanford

Comeback Corner: The Secret Weapon No Algorithm Can Replace — You

Human connection in social media

Have you ever noticed how social media posts with puppies, kittens, and babies always seem to get the most likes and retweets? Why is that? Well, for one thing, animals and babies don't have to struggle to get attention—it just comes naturally for them!

The same applies to human interest stories. That's why people love to watch and comment on the reels that Strella Social Media shares for Relative Race, our client BYUtv’s top show. If you think about it, it's no surprise their content goes viral. People on the show are reuniting with biological relatives for the first time, and the emotions run high.

We, as humans, crave connection. We want to laugh with, learn from, and be entertained by other living, breathing people, not just another perfectly curated image or AI-generated script.

Human connection is especially important these days because many of us spend time viewing content for entertainment while simultaneously seeking correct information on social media. However, algorithms seem to increasingly push content optimized for clicks rather than focusing on humanity. Think about it: have you ever scrolled past an ad and intuitively known it was AI, either because of the monotone delivery or unrealistic imagery? My husband recently discovered in his voiceover side hustle that audiences crave authenticity, and it's still important to be genuine. That's where you, the real person, come in.

For example, consider a scenario where a travel influencer posts a perfectly edited photo of a luxurious vacation, only for followers to later find out it was actually a sponsored post by a hotel chain. In contrast, when a travel blogger shares raw and unfiltered moments from their adventures, followers are more likely to trust their recommendations and engage with their content authentically. This authenticity not only builds a stronger connection with the audience but also sets the influencer apart from AI-generated content that lacks genuine emotion.

So, what's the not-so-secret weapon that sets you apart from any fancy algorithm? It's your humanity. Here are ideas for incorporating this powerful tool into your social media management:

#1. Storytelling Is King (or Queen)

People connect with real stories about real people. Use them to highlight your brand journey, highlight customer success stories, or even share a personal anecdote that ties back to your brand's message. As author and entrepreneur Seth Godin is fond of saying, "Marketing is no longer about the stuff you make, but the stories you tell."

#2. Embrace the Power of "Imperfect"

Don't be afraid to show the human side of your brand. Behind-the-scenes glimpses, employee spotlights, or even lighthearted bloopers can be incredibly endearing. Remember, a little vulnerability goes a long way in building trust with your audience.

#3. The Conversation Doesn't End with the Post

Respond to comments, answer questions, and actively engage with your followers. Social media is a two-way street, and fostering genuine conversation is key to building a loyal community around your brand.

#4. Let Your Personality Shine Through

While maintaining professionalism, don't be afraid to inject your own voice and style into your content. Your unique perspective is what sets you apart, and it can help you stand out from the crowd.

#5. Celebrate the Wins (Big and Small)

Did your organization hit a milestone? Share your excitement! Land a dream collaboration? Let the world know! Celebrating these moments humanizes your brand and shows your audience there are real people behind the success. Share the journey, not just the destination.

By implementing these strategies, you can create social media content that deeply resonates with your audience and drives meaningful engagement. Remember, in a world increasingly dominated by algorithms, your humanity is still your greatest asset. So, embrace it, let your imagination run wild, and watch as your online presence soars on social media.

What unique ways do you incorporate the human element into your social media strategy? Share your thoughts in the comments below!

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