Prosek's 2024 Digital Strategy Trends: How Human-first B2B Brands Win on Social
Prosek Partners
Integrated marketing and communications firm that brings fresh ideas to financial and professional services clients.
“Brands must adopt a human-first approach to their social voice and content to gain trust, appear authentic and resonate with their target audiences.”
Gone are the days of overly formal corporate social media voices and content that reads like press releases or financial statements.
The expectations for how corporations communicate are rapidly changing, especially as it pertains to social content. The brands that are failing to adapt to this reality are falling behind.
A press release that informs the news media shouldn’t appear in social copy in a similar vein. Many B2B brands don’t distinguish the voice between these forums and the performance of their social content suffers as a result.
Skeptics may criticize the more informal social tactic for being a trend but being colloquial drives engagement. The desire for a more approachable social personality is evident if you pay close attention to the performance of social content from brands. Simply put, humans want to connect with something real and relatable.
Today’s audiences seek connection. Adopting a less filtered and more candid approach is crucial for capturing attention and earning the trust of talent, prospects and clients. It’s key to driving business impact on social.
领英推荐
How brands can earn trust and be relatable on social:
What does “being human-first” mean when it comes to a brand’s social voice and its content? In a world with endless social posts from brands (read: noise), people yearn for genuine stories and brands that unveil their authentic side. Having a distinct personality on social has become table stakes, and being relatable is the name of the game.
This can be achieved by adopting a less formal and more conversational tone, avoiding corporate jargon and keeping copy concise. Adding a little humor when appropriate can be a nice touch as well.
Showcasing the human side of a brand by discussing and showing the individuals and their stories builds trust and wins hearts. When done well, the nature of this type of content positions employees as the carriers of the message. The voice and tone should sound like conversations between colleagues while remaining professional, of course.
Skip the mundane, corporate tone and lean into being human-first.
The rapid rise and fall of B2B digital marketing trends have never been faster. Our 2024 Digital Strategy Trends series examines areas of opportunity and illuminates the ways B2B marketers can take advantage of key trends. Our team of experts analyzed the digital landscape to identify the most pertinent emerging trends in social, analytics and digital marketing for B2B companies.
To learn more about the emerging B2B digital strategy trends, get in touch with us and we can help think through your marketing strategy.
Daniel Allocca, Partner, Head of Digital & Integrated Marketing
Alex Bochner, Vice President, Digital & Integrated Marketing