Creating content for your brand to post on social media involves developing the content before posting it. Developing involves various steps, such as choosing which medium(s) to post on, choosing the picture, or graphic to post, or choosing not to post a picture or graphic, all which involves careful thought and strategy. Often, the toughest part to posting on social media is forming a caption which carries a consistent voice, as well as speaks to the audience targeted on the specific medium. An effective way to write with a consistent voice, is to humanize your writing for content.
Carrying a consistent voice on any medium is important, because it provides your followers with a sense of comfort. Consistency in the way you write on each medium allows readers to relate to the brand and resonate with a brand's values, which provides an overall felling of comfort towards the brand. One of the best ways to maintain a consistent voice and sense of comfort, is by humanizing your brand as much as possible.
Humanizing your brand means creating a voice and tone in your content which portrays an actual person speaking to the readers; not a computer generated response, or a response which seems to be too 'by the book'. When creating a caption for a social media posting, it is important to be transparent and genuine, and focus on humanizing the content.
This is especially important for interactive content. If part of your social media strategy is to interact with your followers, maintaining this human voice is important for creating content which will encourage your following to engage back. If an audience feels they are having a genuine interaction, or speaking to someone behind the screen, they are more likely to respond and further engage with your brand.
Brands like Wendy's and Burger King, do a good job at humanizing their brand to attract a younger audience on social media platforms like Twitter. They consistently have a colloquial tone, and frequently use trending memes or language to relate to their target. They have also taken shots at their competitors using this tone on Twitter, which has played well for their target audiences. Not only do do they hold followers who enjoy their products, but they gained followers who enjoy the funny and real content these companies put out.
Overall, humanizing your brand and maintaining this in the voice of your content is important for gaining a following and creating brand loyalty. Followers are more likely to engage if they feel connected to the brand on a personal level.