We’ve all experienced that moment when the marketing team hits ‘record’ and suddenly, the rest of the office collectively holds its breath in quiet dread.
Unfortunately for the rest of Team Pixel, I’m usually the one behind the camera instigating it all (perk of being the Social Media Manager). But believe it or not, I feel your pain.
It’s a daily internal battle: knowing we need content, understanding that audiences want to see real people, while also thinking, “A slicked-back bun was not the move today,” or “I wish I’d been more careful with my coffee.”
Being on camera is tough. Watching yourself back? Even tougher. Despite how common it’s become, it’s not exactly normal to zoom in on your biggest insecurity (thank you smartphones) or hear your voice looped 97 times while editing a 15-second clip.
But here’s the thing, it’s a necessary evil and I’m about to explain why.
We often forget (myself included 🙋♀️) that while social platforms are powerful tools for business, they were originally built to nurture human connection, especially in a world where friends and family are scattered across cities, countries, even continents. So, it makes sense that people-focused content performs well.
If we take off our business hats for a moment and think about the content we personally engage with - holiday snaps, brunch pics, nights out, it stars friends, family and the occasional ex you forgot to unfollow. Algorithms recognise this and serve more of it in return (people-focused content, not exes 🤞).
We’re also seeing a shift. Today’s audiences want to know what brands stand for politically, culturally, ethically. They want transparency. They want to know how businesses treat their employees, what holidays they celebrate, and where they draw their values from. Transactional relationships are out. Authenticity is in, both with consumers and algorithms.
So, how does Martha from Leeds appearing in a seemingly silly video make a difference?
Because there’s nothing more powerful, or more real, than hearing from the people behind the logo. Whether it’s someone’s favourite lunch spot or their preferred desk setup, these small, personal moments open the door to your culture. They build trust, create connection, and ultimately, that’s what social media is all about. Consumers love to know what makes you unique.
I’m fortunate enough to work in an environment where the importance of social media is appreciated but let me arm you with some stats for the next time you’re trying to persuade colleagues to be in a video.
A whopping 64% of consumers want brands to connect with them, and an even bigger 70% feel more connected to brands with CEOs who are active on social media.
And if personal stories and office moments aren’t enough to convince you, let’s get to the bottom line. Connection breeds loyalty and bottom-line growth. When a customer feels connected to your brand, more than half will increase their spending with you. Even better? 76% will choose you over a competitor.
So next time the camera’s rolling, remember it’s not about perfection. It’s about connection. And that’s what makes people stop scrolling and start paying attention.
