Reve Digital Social media management

How to Improve Your Social Media Engagement with Relatable Content

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Social media is filled with advertisements and corporate messaging.

However, consumers are seeking more authenticity and transparency from the brands they support. Most of these brands have yet to build an engaged audience because there’s no connection between them and their audience. 

The key to creating this connection? Relatable content. 

By posting content that resonates on a personal level, businesses can demonstrate their understanding of their audience’s needs and values, fostering a sense of trust that goes beyond transactional.

Why Engagement is Important on Social Media Platforms

Engagement is the national currency on social media. For most businesses that use content to attract an audience, the level of engagement their content generates can either increase or decrease their morale.

That is because it easily becomes a source of external validation, which is missing the point. Engagement metrics are there to help assess content performance and encourage the adoption of new and improved strategies.

Engagement metrics such as shares, retweets/reposts, likes, comments, and click-throughs are also crucial to the distribution of your content to a variety of people. The social media algorithms that distribute content across social platforms use post engagement to measure its relevance to new audiences.

That’s why large accounts with high engagement keep growing.

The more people engage with a content piece, the more likely they are to remain on the platform, which is the aim of every social media platform — To keep as much attention as possible for as long as possible.

The Significance of Relatable Content – It’s not for making sales

Relatable content always aims to trigger an emotional response from its audience, and its goal, beyond showing the human side of your brand, is to increase the number of true followers you have. 

As you may have realized, not all followers are true followers.

True followers anticipate your content and engage with it any chance they get. They are valuable to the growth of your social accounts because they encourage others to engage and even follow you.

It also creates a kind of social credibility when people see posts with a decent amount of engagement.

How to Be More Strategic with Relatable Content

Relatable content is more than just a marketing buzzword and it’s more than simply posting random relatable content; there’s a strategic component to it. Here’s how to leverage relatable content for your personal and/or business brand to build a genuine connection with your audience online:

1. Understand your target audience: Knowing exactly who you are trying to connect with is undeniably the first step towards building authentic and relatable content since you can’t create content that resonates with everyone.

It helps to be specific about the categories of people you’re trying to reach. Something like busy entrepreneurs trying to manage their social media accounts by themselves is more specific than “entrepreneurs”.

Think deeply about the interests, challenges, and aspirations of your target audience. Relatable content is borne from a profound understanding of who your audience is and what matters to them.

2. Post content in real-time: No prior arrangements, just show up in front of the camera and share something useful and relatable.

Pro tip: Use “we” if the content is meant to be relatable.

3. Use language that matches the tone of your audience: To make it easier for them to communicate back with you, don’t try to sound sophisticated if your target audience isn’t – It won’t resonate with them. Language includes inside jokes, slang, emojis, and so on.

When using informal language, be sure it aligns with your message, your branding, and most importantly, your target audience.

4. Focus on trending topics (related to your industry): Make sure the topic you’re discussing overlaps with your target audience’s interest or else they won’t engage with it. 

X (Twitter) is a great place to find trends. You can pick up trends easily from anywhere around the world by simply selecting the settings on the top right corner of the search page on X and selecting the “Explore locations” options. 

Note: This option will only be available if the location option is switched off in the Explore settings page.

Make sure you’re very selective about the topics you choose.

5. Engage in conversations: Social media is a two-way street. Engage with your audience, respond to comments, and participate in discussions to show that your brand cares and is listening. 

Besides posting, commenting on other accounts is a great way to be relatable. Go beyond the generic laughing emoji or “great post” and share an interesting story about your brand that is related to the post.

6. Show Vulnerability: People hardly relate to perfection, so show the human side of your brand by acknowledging mistakes and sharing lessons learned. 

Examples of Relatable Content and Tips for Creating Them

Relatable content is everywhere and has been in use since social media was used to build communities. Here are some examples of relatable content you can start using today:

Behind-the-scenes content: This includes real-time content, posts showing your work process, or product production sequences (think of these as bloopers from a TV show).

Showing up with unscripted content highlights the most relatable part of your brand; no filters, no fancy designs, just real-time information.

Tip: Share photos and videos of your team at work, the making of a product, or office culture. This transparency shows your brand’s authenticity and dedication.

Insightful quotes: These are among the most common relatable content types today. They include a single image post with a statement or two that teaches something profound and sometimes novel.

Quotes can encapsulate wisdom, humor, or inspiration in a few words, making them highly shareable and relatable.

Tip: Curate quotes that align with your brand values and resonate with your audience’s aspirations or challenges, reinforcing your brand’s culture.

GIFs and Memes: They are the currency of the internet, offering humor and relatability. They can make your brand seem current and connected with popular culture.

Everyone loves a good laugh, but care must be taken to ensure that the boundary between funny and insulting is not crossed.

Tip: Use GIFs and memes to react to trends, celebrate successes, or convey emotions in a way that words alone cannot.

Funny anecdotes that highlight a common challenge in your industry: Humor is a powerful tool for connection. Anecdotes about industry challenges can show that your brand understands and shares your audience’s experiences.

Tip: Share light-hearted stories or mishaps that highlight common industry frustrations, showing empathy and a shared journey.

Quick tips for doing something that applies to a general audience: Quick tips are easily digestible and immediately useful, which can make your brand a go-to resource.

When your audience sees you as a reliable resource for simple tips, they’ll start to refer to your account often for more content.

Examples of these tips are journal writing tips, consistency tips, and communication tips.

Tip: Offer concise, actionable advice your audience can apply in their daily lives or businesses, establishing your brand as helpful and knowledgeable.

Share Interesting stories from personal experiences with a valuable takeaway for your audience: While it’s good to share stories about your brand, stories that come from personal accounts often tend to be more relatable. 

Fortunately, businesses can take advantage of this by highlighting stories from members within their company.

Tip: Encourage your team to share their own experiences related to your industry or products, this can help illustrate your brand’s impact on real lives.

Conclusion

Boosting social media engagement with relatable content is about understanding your audience and creating a space where they feel heard and valued. By implementing the above strategies into your social media content plan, you can build a presence that turns passive scrollers into active participants and brand ambassadors. So go ahead, tell a story, start a conversation, and watch your engagement levels rise!

Remember that social media is ever-evolving, and so should your approach to engagement.

In all of these, be consistent, trust is built over time.

Knowing what to post can sometimes be hectic because there’s just so many ideas! If you would like some help with managing your social media content including a fool-proof strategy for using relatable content to build an audience, send us a DM and let’s see if we’re the right fit for you.

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