Tips on Social media through the lens of words that power it.
Upon returning from a conference on social media, I found a common theme lingering in my notes from the talks.
Yes, we got the best tips for Facebook post length. We got the insider tricks to becoming famous on Instagram. (One Instagram tip: post pictures with people! They perform 68% better than other photos.) We learned the freshest optimizations out there, we experienced AI demos, and we even got Guy Kawasaki – the man who invented brand evangelism at Apple!
But the theme I found wasn’t related to any of that. It was a focus on making content meaningful again. A shift from “we need content” to “what does our audience need from us.” Driving that shift was the language we use to talk to our audience. Whether it’s a tweet, an insta, a snap story or a Facebook post, the words we use dictate how our audience feels about us.
Oh, the humanity!
I’ve got a huge secret to let you in on… audiences know that humans are behind companies. Shh, don’t tell anyone.
On second thought, tell everyone you can. Be human! It’s the easiest thing you can do. Remove the layer of seriousness that is pervasive in business and relish the moments of imperfection. Find humor in your mistakes and share that with your audience. People relate to individuals more than they do to nameless brands. By humanizing your company, you can create genuine moments with the people who are just waiting to become your most powerful brand advocate.
What. A. Tear-jerker.
Alright, you’re being human when you make a mistake, but you’ve still got a business goal here.
One of the biggest things you can do for your brand is moving away from a salesy mindset to a creative mindset. Social media is an arena where people connect with other people and strive to create community through authenticity and shared interest. People share feelings of joy, surprise, disgust, sadness, anger, and fear the most. These are human emotions and ones rarely relished by brands. By thinking more like a screenwriter, you can create content that impacts and moves people to share with their circle, creating a wider audience for you with each post.
Putting pen to paper.
(Or keyboard to digital text box as we operate now.) You know what your audience needs, but how do you tie this all together? Ask yourself one question: Who is your one-man audience?
When you’re writing, think about one person, have one goal, and focus on the present. Write to Alex, who has three dogs and needs that thing you’re offering. Don’t cloud your writing with too much info or try to accomplish too many things at once. Write in the second person, and use active verbs while peppering in words that evoke our five senses.
The sum of this all is simply to say: if you’re being serious on social, please stop. Be human, be emotional, be evocative. It’ll pay off in the end.