Social media has become an essential part of any business’s marketing strategy. However, in 2023, it’s not just about posting pretty pictures and pushing out sales messages. Instead, the focus needs to be on storytelling and building a community around your brand.
Everyonesocial recently found that “93% of consumers believe that CEO engagement on social media helps communicate company values, shape a company’s reputation, and grow corporate leadership in times of crisis.” This is a perfect example of the importance of how personal branding can impact your company, by garnering a community. Consumers want to know who is behind the brand and what they stand for. Personal branding allows CEOs and other executives to showcase their personality, values, and vision for the company, making them more relatable to their audience.
This sentiment is reflected in consumers looking for brands to become more focused on their impact on “people and planet” over profit (around 82% of consumers). They want to see that companies are cutting their carbon footprint; they want to see companies acting on social issues that matter to them. By showcasing these actions and values through storytelling, brands can connect with their audience and build a loyal community.
Connecting on a Personal Level
Consumers need to connect with brands; they want to buy from those who have shared values. The rise of sustainable business is evidence of this: in 2019, an estimated 90% of companies on the S&P 500 index published a CSR report, compared to just 20% in 2011. By showcasing your company’s values and actions through storytelling, you can connect with your audience on a deeper level and build a community around your brand.
Storytelling is not just about telling your company’s history; it’s about bringing your brand to life and giving it a personality. It’s about showing your audience who you are, what you stand for, and why you do what you do. It’s about creating an emotional connection with your audience, which is essential in building a loyal community.
It’s no longer enough to just push out sales messages on social media. Instead, the focus needs to be on storytelling and building a community around your brand. Consumers want to connect with brands that share their values and are acting on social and environmental issues. By showcasing your values and actions through storytelling, you can build a loyal community and drive business growth.