#BrandsGetReal: What consumers want from brands.

Real people drive real connections

For brands to build true connections with people, they need to meet consumers on their preferred communication channels and create content that puts a brand’s own people front and center.

But companies can’t tell the story of their people without a strong social foundation. According to our research, 65% of consumers feel more connected to brands that have a robust presence on social. That means brands have to pay attention to both the consistency and quality of their content. Specifically, consumers want a material that humanizes an otherwise faceless brand, and they want the people behind the brands doing the posting.

Consumers are increasingly interested in learning about the humans who make up their favorite organizations. When a CEO has an active social presence, for example, 70% of consumers feel more connected to that brand. Of those respondents, almost two thirds (65%) say when a CEO uses social regularly it feels like real people run the business.

Brands must listen before they speak

In order for brands to connect with consumers, they need to understand how to speak the same language as their target audience. Reaching that understanding, however, starts with listening. And if brands fail to listen, consumers will sense they’re not operating on the same wavelength as them and won’t hesitate to bid companies adieu.

Listening reveals what types of content matters most to consumers right now. Brands can identify and capitalize on rising trends in their industry or product category as well as key moments in pop culture or timely news pieces to pinpoint popular conversation topics that resonate with their consumers. When brands create, participate in and even host relevant conversations online, 44% of consumers say they would feel more connected to them. When brands share content highlighting the latest trends in their industry, 40% of individuals cite feeling a stronger connection to them.

Bridging the gap: Brands as community builders

It’s no secret brands are already tackling a variety of social and political issues online, taking a stand when it comes to sensitive topics. For brands, the challenge isn’t whether or not to engage in thorny conversations. Instead, they need to identify opportunities to lead those discussions in a way that unites, not divides, consumers.

To bring people together around social and political issues, more than two thirds (67%) of consumers believe brands should raise awareness around those issues on their social platforms.

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