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You’re not Lady Gaga. And you’re not Lady Gaga’s perfume. So you might struggle in attracting, keeping and entertaining users on your social media platforms. The bad news: there isn’t a universal recipe for brands to create a loyal community, so you have to test until you need to rest. And never stop, actually. But the good news is there are some types of messages and social media posts that can attract users in a personal, human and sincere way. As long as you write them in a personal, human and sincere way, of course.
Here are my 3 personal favorites:
Reveal your “why”
Simon Sinek developed this great concept that stands behind many successful businesses, such as Apple. It’s called “The golden circle” and it talks about the way you shape your brand, starting with the question “why”, which is the most important of all. According to him, people don’t buy your services and products because they do that and work like this, instead they align to the business’ purpose. This approach is inspirational, loyalty-generating and can differentiate you from your competitors.
So why not have one or multiple posts talking about the “why” of your business? Why this industry? Why this business model? This personal approach stimulates your users’ emotions and might trigger a conversion (although, if you’re writing an artificial and cheesy post just to ensure that, you got it all wrong).
Go behind the scenes
It relates to the first proposal, but it may have a goofy component, maybe even bloopers. Whether you produce chocolate, you sell furniture or you’re a freelance accountant, show your inner world through social media posts. It might be a picture taken during manufacturing, a video of the fun you’re having while brainstorming with your team or other examples that show your vulnerability and your similarity to your target.
The copy of the post should complete, not double the image. Try to make fun of yourself or be very sincere about the obstacles that you find in your way, but people don’t know because they see only the result. But don’t self-pity, don’t be melodramatic, don’t be arrogant and don’t oversell your work.
Host a poll
Not every platform allows you to host a poll, but do use it every time it’s possible. It’s a fun and always useful way to interact with your community and show it how much you appreciate its opinions. Polls can also help you find the answer to a business question you weren’t sure about. The only rule is to make it relevant to your brand and your target. If you sell smoothies, ask about 2 combinations of fruit. You may also turn it into a quiz, yet don’t let your ego develop hard questions. Your target’s I can is more important than your target’s IQ.
Don’t leave it for too long. A day or two will do just fine. Then present the results in a different post and get a funny, inspired, or useful conclusion out of it. Don’t forget to thank your people for participating.
I always try to leave a part of myself in every message. And even if I get a laugh, a “you go, girl” or a grinning smile, it’s ok. This is who I am, this is my brand and I’m looking for compatible people.
photo source: Unsplash
