By: Publicity For Good

In social media, standing out requires more than just clever slogans and eye-catching visuals. According to Hootsuite’s Social Trends 2024 Consumer Survey, 56% of consumers believe brands need to be more relatable. This insight is critical for brands striving to break through the noise and create meaningful connections with their audience.

Why Relatability Matters

Consumers are constantly bombarded with branded content and ads on a daily basis. As such, they are increasingly looking for content that resonates on a personal level. Relatable content blends seamlessly into feeds by inspiring, educating, entertaining, or simply making viewers laugh. This type of content doesn’t feel like an intrusion; rather, it feels like a natural part of the user’s social media experience.

The Balance Between Relatable and Sales-Focused Content

One of the biggest challenges brands face is integrating relatable content that isn’t overtly sales-focused. The misconception is that sales content and relatable content are mutually exclusive. However, when done correctly, relatable content can subtly include elements of sales without feeling forced.

For example, a fitness brand might post a humorous video about the common struggles of working out, which many can relate to, while subtly showcasing their products in use. This approach not only entertains but also keeps the brand’s offerings in the viewer’s mind without a hard sell.

The Power of Influencer Partnerships

The survey also highlighted that 43% of brands have worked with more than 50 social influencers, underscoring the importance of influencer marketing in creating relatable content. Influencers can bridge the gap between brands and their audiences by providing authentic endorsements that feel genuine and trustworthy.

However, the key is selecting the right influencers. Partnerships should align with the brand’s values and target audience to ensure the content created is both authentic and relatable. The right influencer can make a brand feel more accessible and human, while the wrong one can come across as disingenuous and sales-driven.

Common Missteps in Relatable Content Creation

Many brands struggle with crafting content that is both engaging and subtly promotional. Common mistakes include:

1. Overemphasis on Sales: Bombarding followers with sales pitches can lead to disengagement. Instead, weave product mentions naturally into content that provides value or entertainment.
2. Inauthentic Influencer Partnerships: Collaborating with influencers who don’t genuinely use or believe in the product can backfire. Authenticity is key to maintaining trust.
3. Lack of Strategy: Without a cohesive strategy, content can feel disjointed. A well-thought-out content calendar that balances different types of posts can keep the audience engaged while promoting the brand effectively.

Steps to Creating Relatable Content

To make your brand more relatable, consider the following steps:

1. Know Your Audience: Understand their interests, pain points, and what they find relatable. This knowledge will guide your content creation.
2. Mix Content Types: Balance educational, inspirational, entertaining, and promotional content. This variety keeps your feed dynamic and engaging.
3. Be Authentic: Authenticity builds trust. Share behind-the-scenes glimpses, user-generated content, and stories that highlight real experiences.
4. Leverage Influencers: Partner with influencers who genuinely connect with your brand. Their endorsements will feel more natural and believable.
5. Engage Actively: Relatability also comes from interaction. Respond to comments, engage with followers’ content, and create a community around your brand.

Boost Your Social Media Presence

Feeling overwhelmed by the task of creating relatable content and leveraging influencer partnerships effectively? Marr Media is here to help. For a limited time, they are offering a FREE Social Opportunities Audit paired with one hour of consulting to help you strengthen your social media strategy just in time for the Fall and Holiday seasons. Additionally, you’ll receive a free content calendar for one month to assist with planning.

If you’re a product brand generating over a million dollars in annual revenue and looking to scale using social media, don’t miss this opportunity. Visit the Marr Media website or send a message directly on their Instagram or LinkedIn to secure one of these exclusive spots and transform your social media content into a powerful tool for customer acquisition and engagement. Let Marr Media guide you on the path to creating content that not only resonates but also drives results.

Published by: Khy Talara