Humanization will be a challenge, because creating an authentic experience or content requires a true understanding of the needs of consumers and what they are like. It also requires a lot of skill and sensitivity, because there is nothing worse than content that poorly pretends to be authentic. ChatGPT is unlikely to help us here. It can be replaced by a mix of creativity, experience (and in its absence - imagination) and copywriting skills. People and creative teams will still beat AI in this aspect.
Authentically, i.e. in a human way
To achieve authenticity, companies need to deepen their understanding of the customer experience from the very first contact. This is important not only for business reasons, such as increasing customer satisfaction (and business profitability), but also for brand loyalty, identification with it, and feeling real emotions when in contact with the content delivered.
Content marketing can provide these, including one of the most effective forms of attracting human attention in the history of the world, i.e. storytelling. Even in the 21st century, people want to live a story and will live it if it is appropriately engaging and interesting. Almost every product and person associated with a given brand luxembourg mobile phone number has a story, which - told correctly - can be key in building customer loyalty.
Give a voice to real people
When thinking about humanization, it is worth focusing on user-generated content, among other things. There are many ways to encourage users to create and share content related to the brand (reviews and photos/videos of products in use). It is worth starting by securing a budget for rewards for this type of activity or for PR packages, but not everything has to cost money. Sharing posts, inviting their authors to events or workshops, will have a positive impact on the consolidation and activation of the community around the brand.
Sounds like a recipe for de-influencing? It's no coincidence, because the answer to the challenges related to authenticity and credibility of the message will always sound similar. The test of the brand's maturity and consistency in implementing the assumptions will be negative opinions or low-quality content, which are inevitable when more people are involved in co-creating the image. Not hiding comments or not crossing out an influencer or journalist from the mailing list will help maintain a healthy balance between criticism and praise. If you are interested in employment in online marketing , you can find job offers in this dynamic industry.
CEO is also a human being
Valuable and direct relationships with the audience will also help build live shows on the company's social media channels. This form allows not only participation in their daily lives, but also authentic interactions on current questions and comments. Another way to build a bond with fans is to show the company from the backstage - what the workplace of the people who create it looks like and what their interests are. Such transparency makes even the employees of "Wiadomości" TVP seem more human.
They are absorbed in humanizing brands, let's not forget about humanizing ourselves, or humanizing the company's leaders. The desire to participate in the story and in the authentic experiences of real people is confirmed by statistics - in the case of LinkedIn Ads, leaders' posts achieved a 70 percent higher CTR and 60 percent higher engagement compared to posts from official accounts.
The activation of C-levels in 2024 will continue, which will result in additional work for communication and PR departments in planning and supporting the content they provide, so that it stands out from the information noise. However, it is worth not overdoing it with "polishing" the boss's post. Authenticity is the most important element in the development of personal brands - only it will allow you to distinguish real people from virtual influencers or profiles and content generated by AI.
