How brands are creating authentic connections through social media

Authored by Sachin Shah, Founder, The Hype Capital

Remember the days of brands yelling at you from giant signs or having a perfect stranger tell you how great their product was on TV? Those days may or may not be over, but social media has changed a lot of things. It's no longer a one-way street where brands talk down to you. Now, it's a conversation – a chance to connect with real people who use your stuff.

When social media started, it was all about getting your name out there. Everyone rushed to claim their spot on MySpace, Facebook, and Twitter. It didn't matter much what you said, as long as you said something. But those days are gone. Today's social media jungle is crowded, and people need more exciting messages. People are done with being told what to do. People are done with brands, and creators showcase picture-perfect lives and products. People are done with curated feeds. People need authencity. People need emotions. People need feelings. People need humans. Humans are working behind the brands. They want to connect with the real people behind the brand – the folks who design the products, write the posts, and maybe even make the occasional mistake (we all do!).

When you go to a party, you don't just stand there talking about yourself all night, do you? Social media is the same. You need to chat with people, share stories, and find things you have in common with your audience (basically, your guests at this party).

So, how do you win friends and influence people (without being annoying) in this dynamic social media world? Here are some tips:

• Get to Know Your Crew: This might seem like a no-brainer, but it's essential. Don't just post stuff into the void. Take time to understand who you're trying to reach – their age, what they like to do, and where they hang out online. Then, tailor your content and how you talk to them based on that.
• Be Yourself, Not a Robot: People can spot a fake a mile away. Ditch the fancy marketing talk and let your brand's real personality shine. Are you funny? Show it in your posts. Do you care deeply about the environment? Let your followers know! Just make sure you don't hurt anyone's sentiments.
• Tell Stories, Not Sell Sheets: People love stories. Use social media to share the tale behind your brand. Show the people who make your stuff what inspired your designs and how your company makes a difference.
• It's Okay Not to Be Perfect: Nobody's perfect, and that's okay. Share some behind-the-scenes moments, celebrate small wins, and even admit to mistakes sometimes. It shows you are human and makes you more relatable.
• Listen Up and Talk Back: Social media is a two-way street. Don't just post and disappear. Read what people say about you, answer their questions and comments, and join conversations in your space.
• Let Your Fans Do the Talking Too: People love sharing their experiences with brands they love. Share photos and videos created by your customers. It shows you appreciate their voice and helps build a sense of community.
• Stand Up for What You Believe In: People connect with brands with a purpose and a reason beyond just making money. Find a cause you care about and use social media to champion it.

While some essential points are covered above, we must also understand that trust is the foundation of any genuine friendship and is no different online. With social media, people have all the information they need. They can see through fancy marketing and sniff out a fake from a mile away.

So, how do you build trust? Be honest and upfront about your company, products, and mistakes. Did someone have a bad experience with your product? Acknowledge it, explain how to fix it, and show that you take their feedback seriously.

Social media is constantly changing, and the line between the online and natural worlds is blurring more and more. Expect to see even crazier stuff in the future, like experiences that come to life with special glasses or interactive content. Brands that can use these new things to create fun and engaging experiences will be the ones who genuinely connect with their fans.

Social media has the power make or break brands and help them connect with their audience more deeply. By being yourself, having honest conversations, and sharing your story, you can build genuine friendships with your fans, which translates to loyalty, sales, and even a few laughs. The easiest way to lose the interest of a highly distracted audience is being a robot.