The landscape of social media can be a loud and crowded place. There are a lot of voices clamouring to be heard, and it takes something pretty special to stand out, right?

Then again, perhaps that quality doesn’t have to be as unique as we think. Maybe instead it’s about highlighting what we all have in common: We’re only human.

When curating your business’ online presence it can be incredibly tempting to only display your highlight reel: Showing off your successes and glowing testimonials. However, in a world of air-brushing and filters, consumers are increasingly growing tired of what they consider to be misleading representations, looking instead to align themselves with brands and businesses that share their values.

There is growing admiration on social media for influencers and businesses who rebel against the idea of online ‘perfection’, be it through embracing the body positive movement or participating in the frank discussion around mental health. What we’re seeing is that those who offer their followers a well-rounded view of their lives and businesses are often rewarded with increased brand loyalty.

A recent study into the relationship between social media and customer spend found that 90% of people asked believe it’s more important than ever for businesses to be ‘transparent’, and that businesses have a responsibility to reflect this via their social media – a higher standard than they set for politicians, charities and even themselves!

So what does this mean for the small business owner trying to build meaningful connections with their online audience? And how can we display vulnerability without damaging our credibility?

The answer, perhaps, lies in understanding your customers:

  • Who are they?
  • What challenges do they face?
  • Have you ever been in a similar position yourself?

The value in vulnerability comes when you can share authentic experiences that are relatable to your audience, whilst demonstrating that you understand their challenges, and can help them overcome them.

So, when you next sit down to plan your social media content, don’t be afraid to let a little imperfection slip in. It might be just the refreshing dose of reality your followers need.

After all, you’re only human.

Thank you to our guest Blogger Chantelle Davison – Choice Words By Chantelle