There is no single thing that makes sure a video, photo, or story on social media marketing goes viral, but there are elements worth exploring. A focus on authenticity and humanity, and on showing “how the sausage is made,” can intrigue and connect with your customers online. And these marketing methods, even if they don’t ensure breakout social media success, will always befit your brand in the long term.
Authenticity Can Be Your Marketing’s Secret Weapon
What sets your business apart? Beyond the analytical answers of pricing, brand, location, etc., it’s the people who are in your company. It’s the mission statement of why the founder founded the company, it’s the staff who put in the work, and it’s the reactions of your customers. Capturing this authenticity and showing it on social media isn’t just good branding, it’s what helps set you apart in a marketing space drowning in stock photography and AI slop.
Showcasing the Human Side of Your Business
A common issue for businesses, especially in professional services, is the risk of appearing too professional. While blandness is brand-safe, it will do little to make you stand out in your field, especially if you’re charging the same or more than your competitors. Putting a human face to your brand can be key, both on your website and social media. This can include:
- Leaders on Social Media: The face of your brand could be one of your leaders, such as a CEO, president, or operations lead. Learn more in our blog, Branding Your Company’s Leadership on Social Media.
- Videos & Photo Showcasing Work: Have staff take photos and video of work (and potentially play). Even if it’s rough, your marketing team can almost always make use of content on the right platform.
- Company Staff and Branding: Stock photography won’t capture the staff and branding your customers will experience, potentially causing issues when they meet. Show the real people and brand of your business.
As we say in our blog, Is Your Branding Too Professional? Putting People Into Your Marketing, “People buy from people, not from companies.”
Including Behind-The-Scenes in Your Next Photoshoot
Just because unscripted and less-polished photos can be good doesn’t mean you should skip your next marketing photoshoot. Having high-quality, up-to-date photos, especially for products or food, is vital for customers who want more information or a closer look. But your photoshoot can also be a time to capture great staff photos, candid interactions, and even behind-the-scenes shots that play well on social media.
Don’t let perfect be the enemy of good marketing. Take these marketing lessons to heart, take photos with your phone, and plan your next photoshoot with these concepts in mind. If your current social media marketing can’t support this shift, it’s time to contact Vision. We have years of experience guiding businesses of all types to better online exposure, and we can help you, too. Want to learn more? Check out the rest of our Vision blogs, our enVisioning Success podcast, and our downloadable Marketing Strategies Playbook.
