4 benefits of a human-centric social media strategy

In the face of COVID-19, businesses of all types have had to adapt their goals and marketing activities. One key trend to come out of this has been the growing importance of a human-centric social media strategy.

In this article, we discuss what a ‘human’ approach to your social media marketing looks like, and how you can make a more personal connection with your audience.

Why traditional marketing is no longer enough

Coronavirus brought an onslaught of change and emotions. People lost their loved ones, their jobs, and their way of life. Businesses could no longer reach out to clients at in-person meetings or events, and many marketing departments saw their budgets slashed.

It’s now more difficult than ever to get in front of your clients, which means your marketing has to work harder. It also means your social media strategy needs to fit the mood of the nation and create connections with customers, in the absence of face-to-face interactions.

How to adopt a human-centric social media strategy

There are some key elements to incorporate in a human-centric approach to your social media activities. These include:

1) User-generated content (UGC)

User-generated content (UGC), such as customer reviews or comments that use branded hashtags, helps you build a strong digital community. Including UGC in your social media channels, rather than simply ‘broadcasting’ your own content to your own marketing agenda, allows your business to create authentic interactions with your customers.

Benefit for your business:

Your customers will enjoy the inclusive nature of UGC and will feel ‘closer’ to your brand. It will also allow you to create a bank of content that might take some time and effort to produce internally!

2) Show your customers you care

People are favouring businesses with a clear mission and purpose. If they don’t trust your business or view you as insincere or disinterested, they’ll look elsewhere.

Make sure your audience understands your business by being clear about your goals and values.

If your business can contribute towards fighting the pandemic or supporting the local community, do it and tell your audience why you’re helping!

Benefit for your business:

Your audience will view you as a business that has a sense of community and knows what it stands for.

3) Be inclusive

A recent report by Accenture highlighted the importance of inclusivity and diversity. The report showed that 42% would switch retailers if they felt their views on these issues weren’t shared.

Today’s customers choose businesses that match their values. They also expect your business to be a part of the conversation when it comes to fighting prejudice and injustice. (The same applies to other issues, such as sustainability.)

Benefit for your business:

By being upfront and proactively demonstrating your business’ views, your customers will be clear on where you stand and you won’t alienate them accidentally.

4) Provide ‘convenient’ content

Last year, saw a shift towards content that’s easy to consume, with podcasts and newsletters proving popular ways for brands to keep in touch with customers.

Live streams also increased in popularity, with Facebook seeing live viewings increase by 50% during lockdowns. TikTok also experienced a huge surge in growth.

Benefit for your business:

Creating content like podcasts and promoting it on social media can enable you to connect with your audience more intimately than traditional methods like email marketing. With many people outside of their usual routine at the moment, offering convenient ways to consume your content is vital!

For more expert advice on social media strategy, contact the team at NS Design.

Share this on social media...