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How to Be a Relatable Brand on Social Media

How to Be a Relatable Brand on Social Media

According to a 2015 Pew Research Center study,[1] nearly two-thirds of American adults (65%) use one or more social media platforms. Ok, so it’s not exactly news that everyone you know has a Facebook…but perhaps more newsworthy is the fact that in a recent survey, the majority of U.S. adults (62%) responded that they get their news from social media, with 18% claiming that they do so often.[2] If you’re a marketing or PR pro looking to promote specific messaging about your brand, social is the place to be. But social media can be tricky. It’s a young, developing area of expertise (back in 2005, just 7% of people surveyed regularly used social![3]), and it’s constantly changing. Take, for instance, platforms like Facebook and Instagram, that update their algorithms and rules and regulations continuously, requiring anyone utilizing these tools to stay on their toes and abreast of current developments. Making things even more complicated is the fact that most people are using social media to connect with their friends and family. They probably signed in wanting to write on their friend’s timeline, not watch your video advertisement for sneakers. So how do you make your content engaging enough to reach your target audience – and make your social media campaigns as effective as they should be?

Show Real People Behind Your Brand

Speaking authentically is key. Avoid corporate or formal wording when writing social media posts, and try to craft captions that prove there’s a creative person behind your brand. Use the kinds of words you’d hear your friends say. Post behind-the-scenes content and inside peeks into what it’s like to work at your company. Don’t be afraid to put the products in the background, and share posts that convey the essence of your company’s messaging. In the photography industry? Post beautiful photos, credit talented amateur photographers. Get excited about gear shots and new technological developments, let people love your brand for what it stands for.

Get To Know Your Audience

Your client usually has a good sense of what they want their target audience to be. They most likely have an existing group of fans but maybe they’re looking to go after a new community of interest, say “fitness enthusiasts.” Before you start posting, find out what this community already finds interesting on social media. What platform(s) are they on? What hashtags are they using? Who are the big influencers?? What kind of content gets the most likes? What are competitor brands in the space doing? Yes, this can be a lot of hands-on research – but it will certainly get you ready to write relatable content that audience wants to hear.

Knowledge is Power

It’s important to research social media trends and competitor angles – let these case studies inform and educate your own choices on social media. However, in addition to that, it’s also important to analyze the data from your own social campaigns. Data about social media impressions and engagement is at your fingertips, either via the platform’s native analytics or social media tools like Sprout Social. But it isn’t enough to just collect that data. You need to analyze it. What weeks did you get more followers – and why? What kind of posts got the most engagement – and how can you replicate that? Take a deep look and evaluate your brand’s progress on social media each month, analyzing what resonated with your audience and what did not. Find what type of content sparks the most interest and keep it up! Want more tips on how to be a relatable brand on social media? Let us help.

[1] Pew Research Center, “Social Media Usage: 2005-2015,”

[2] Pew Research Center, “News Use Across Social Media Platforms 2016,”

[3] Pew Research Center, “Social Media Usage: 2005-2015,”