Why 92% trust personal posts, and how you can benefit in your social media strategy.

With the rise of AI tools and fake news, it has become increasingly difficult to distinguish real content from fake content. Personal work-related content functions as an antidote to the floods of artificial content on social media and a counterbalance to slick marketing content. This personal content provides an invaluable glimpse into the inner workings of your organization. It’s a counterpart to and complements branded content as individuals yearn for authentic narratives, perceiving them as genuine and relatable.

It is natural to be thrilled with a branded video made precisely according to the script. And rightfully so!

But…

Experts agree that you also need personal, work-related content created by employees. This content resonates much better with consumers because personal content creates trust.

?? The Significance of Personal Content

People would rather engage with others than with a company’s name or content. Research shows that consumers are 92% more likely to trust their peers over advertising when making purchasing decisions [1]. This means that personal content creates trust and helps drive more sales or leads through your personal accounts.

A second reason for the importance of personal content is that algorithms prioritize people and their personal content. Have you noticed that when you check LinkedIn in the morning, you see posts from people you often interact with at the top of your feed? That’s because the LinkedIn algorithm prioritizes people over company pages and the people you engage with the most. In fact, corporate pages have lower online reach and engagement (2-7%) [2] than personal posts (25%-30%) [3].?

It’s a logical difference in reach as the entire platform is built around connecting people. This means that you don’t have to be afraid to post personal stories because LinkedIn was built to connect people and share their professional experiences with each other. You’ll need to find a proper mix of personal and professional content to maximize your strategy.

But why do we need to add personal content to our social media strategy?

Simply take a look at your timeline. Wouldn’t you rather engage with a personal story from someone you know? And how quickly would you like or comment on a corporate post with gated content, such as a whitepaper? I think the answer is quite clear. Personal stories trigger engagement way faster.

Okay, so personal content works well.

But which types of personal content can you share?

Not everyone feels comfortable doing so. For example, try linking a personal experience to a work-related event. Or even the other way around. This emphasizes authenticity and helps you build genuine relationships with your connections and followers.

For me, a personal tweet has changed my life. Ultimately, this is the foundation on which our company, Apostle, is built on. It’s a perfect example of how a personal experience can lead to great things. So why wouldn't you share these stories with your network on social media?

Another exemplary scenario is the following:

Imagine you're the owner of a bicycle shop. Picture a colleague capturing the final day of the Tour de France—exhausted cyclists, an ecstatic crowd, and a collection of impressive bicycles. The resulting authentic, bit shaky, footage is a testament to the charm of reality in content creation. ????

In this captivating snapshot, the scene unfolds organically, offering an unfiltered look into the excitement, passion, and energy surrounding your bicycle brand.

Now, how can you replicate this magic in your organization? Let me guide you with 3 + 1 strategies that have proven successful with our clients:

1?? Designate - as we call them - ‘Social Creators’

Grant the title of ‘Social Creators' to selected colleagues. Social Creators are creative, social savvy people who make unique content to tell captivating stories and visually enhance your brand's message for your audience. Assigning this role to some colleagues raises their awareness. It fosters a sense of responsibility, transforming them into genuine brand ambassadors. ??

2?? Streamline the Process

Facilitate content submission for your colleagues with employee advocacy software and by employing gentle reminders or scheduling tasks, making participation seamless. Effortlessness in engagement is key. ???

3?? Encourage a Comfortable Environment

Establish a recognizable method for content submission, such as WhatsApp, e-mail, or employee advocacy tool, and communicate the intended use of their content to your colleagues.??Make sure that they’re comfortable submitting content.

? 1?? Regularly Scheduled Meetings

Enhance the engagement further by conducting routine meetings with your Social Creators. These sessions support brainstorming, inspiration, and coaching. You maintain motivation and highlight the significance of content quality as well. Besides, show your Social Creators the results achieved in the past period. They will be even more motivated to send you content in the future.

This scenario sets the stage for unlocking the potential within your team, inspiring them to capture and share moments that resonate with authenticity. From the thrilling finale of a cycling race to the heart of your organization, let's create content that tells a genuine story and captivates your audience.

Our software will help you easily gather and share these stories on your ambassadors’ personal accounts. Connect with us to unlock the potential of your brand's authenticity. ???

If you have any additional questions or want to discuss the possibilities for your organization, feel free to reach out to me:

??+31 6 24111692 or [email protected]

Or schedule a free meeting.

About the Author

Back in 2010, I cried out that I wanted to work on something big, something new, and that I would be able to serve companies worldwide. At the time, I was working in the hospitality industry, but I felt the need to do something different. At home, I got plenty of support, but those around me couldn't quite understand what exactly I wanted to do. My future was already pretty much mapped out, wasn't it? And I was earning quite a bit of money with my previous company, wasn't I? So why take so much risk?

A personal tweet changed everything back in 2011. I tweeted about my trip to New York and got in touch with the director of a large bank in the Netherlands. The topic quickly changed from New York to social media and it resulted in a new client. A new customer with just one personal tweet? The idea for a brand advocacy platform was born.

From an incubator in Venlo, I started my startup to further develop the idea of including personal accounts in the marketing mix. It gave me a great network and above all allowed me to get to know myself as an entrepreneur. As a true innovator and a builder. Before that time I didn't know that about myself. Ultimately, the step into this new world has been more than worth the risk!

References:

[1] Nielsen. (2012, April). Consumer Trust in Online, Social, and Mobile Advertising Grows. Retrieved from: https://www.nielsen.com/insights/2012/consumer-trust-in-online-social-and-mobile-advertising-grows/

[2] Just Connecting. (2021). LinkedIn Algorithm Research September 2021 Edition 3.1. Retrieved from: https:// www.slideshare.net/RichardvdBlom/linked-in-algorithm-report-3rd-edition-2021-v1

[3] Bron, J., Van der Drift, J., & Visser, B. (2022, 30 mei). Onmisbaar in je socialmedia-strategie: employee advocacy. Frankwatching. Retrieved from: https://www.frankwatching.com/archive/2022/05/30/employeeadvocacy-social-strategie/