It’s hard to pinpoint when it started, but over the past decade, people began to notice a shift in how brands behaved online.
There were no established rules for a brand’s tone on social media. For a long time, most companies maintained a distant, cold, advertisement-based, and, most notably, unhuman approach.
Gradually, this tone began to change. As social media became increasingly important for business, some innovative brands started exploring entirely new ways to use these platforms.
Unlike the traditional single-channel communication businesses typically used, brands began opening up dialogues with consumers. They started to become more real and relatable, discovering limitless possibilities.
Many brands realized the most effective way to connect with their audience was to behave like their audience did on social networks: by having fun.
Here are a few ways that brands, large and small, can strengthen their connections with followers on social media:
Participate in Trends
While some may see TikTok as a platform for high school students to lip-sync to their favorite songs, people of all generations are using it. It offers a fantastic opportunity for brands to reach the public.
Explore trending sounds and videos in TikTok recommendations. Though it may seem odd initially, many businesses have gained significant attention and goodwill by joining trending topics or creating unique content on the app.
Take Chipotle, for example. With a massive 2.1 million followers on TikTok, Chipotle has embraced TikTok as a social content platform, creating videos that blend seamlessly with user-generated content. Their strategy is not about posting traditional ads but about participating in the platform’s culture. This approach has made Chipotle’s content widely accessible and appealing, ensuring their brand is top of mind for millions of users daily.
Engage with Individuals
One of the greatest benefits of social media is the interactivity it offers. Comments, tags, and replies are excellent ways for brands to connect with users. Brands should leverage this opportunity, which traditional advertising cannot provide.
The beauty of engaging with users at this level is that it doesn’t require significant effort or resources. There’s no need for giveaways or freebies. Sometimes, a simple response is enough to delight social media users, making the brand appear more genuine and approachable.
So, respond to tweets. Answer questions in the comments. Interact with popular videos. Show that there’s a real person behind the account enjoying social media just like everyone else.
The more you engage with people, the more they’ll want to connect with your brand. Acknowledgment from a favorite brand can encourage users to be more active and comment on your content, establishing your brand as one that values communication with its fans.
What are your thoughts on humanization?
Humanization is essential. In an era where individuals and brands have more in common than ever, everyone is having fun on social media.
Brands should seize this opportunity to grow their followers and spread positive word-of-mouth. A few engaging videos or responses to user feedback can significantly enhance your brand’s image as a relatable entity rather than a distant business.
Reach out to Pixel Mint Media for the latest social media marketing solutions.
