#016: Why The Future of Social Media *is* Personal ??

When was the last time you trusted a billboard or a Meta ad more than a recommendation from a friend? Most people will take the word of a friend over the opinion of a stranger. The very essence of human connection is built on trust.

People Trust People

While catchy slogans and high-budget ad campaigns can capture attention, what genuinely builds trust and loyalty is people. We relate to stories, experiences, and the familiar faces that share them. We’ve gone from trusting the word of family and friends to reading reviews from strangers on the internet. The next logical step? Trusting the recognisable faces behind the brands we love.

Brands with Faces

This concept isn't groundbreaking. Many mega-brands have long realised the power of a human touch. Richard Branson’s inner daredevil vibe is synonymous with Virgin’s brand identity. Steve Jobs, with his iconic turtleneck and highly-anticipated product launches, shaped the perception of Apple. Then we have Elon Musk, whose every tweet seems to cause ripple effects in the stock market, and Mark Zuckerberg, who regularly appears in candid interviews discussing Facebook's vision. Even Instagram’s Adam Mosseri has been showing up in front of the camera more regularly. It humanises the app and creates a more transparent relationship with its vast user base.

LinkedIn and the Rise of Personal Branding

Personal branding isn’t reserved for CEOs of gigantic tech firms. Even on platforms like LinkedIn, there's a significant shift towards the personal. User engagement with personal content on LinkedIn is up by 30%. What's undeniable is the platform’s growth and the increasing importance of the personal touch.

Facing the Camera—Daunting but Worth It

Let's be real here, the idea of being on camera can be nerve-wracking. You may think you only have a face for radio but think of the brand faces I’ve mentioned. They didn't start out as camera pros; they just saw the potential and went for it. Like many things in life, the more you practice, the better you get.

Getting Personal: Where to Begin?

If you're looking to infuse a personal touch into your brand, start small. Here are a few steps to ease into it.

• Instagram and Facebook offer ‘Stories’ and ‘Live’ features. They're transient, less polished, and a great way to dip your toes.
• Reply to comments, host Q&A sessions, or just ask your followers how their day is going.
• Providing a sneak peek into your daily operations or a team member’s birthday celebration can go a long way in humanising your brand.
• Team up with influencers or personalities who align with your brand. It’s a step towards showing your brand's face without jumping directly into the spotlight.

The future of social media is unmistakably personal. Whether you're a startup founder or manage a well-established brand, infusing a personal touch and showcasing the faces behind the brand can only bolster trust and loyalty.

If you want to discuss this topic in more detail or have any questions, you can book time in my calendar anytime, HERE.

Have a great week & see you on Zoom soon,

Big love -

E x