The most underrated share on social media, sharing about your people creates trust. There’s something about sharing people on Facebook and Instagram that works really well. On our own accounts, whenever we share our people or someone we look up to or work with, generally we get more engagement (more likes, comments, etc.). If you need to increase engagement try sharing about your people!
The photo on the left is of Century West’s Instagram account. When they share people (like the two you see) those photos get much more engagement than the projects worked on or new home photos. Shoutout to Wheelhouse Cycle Club, any time I’ve polled a class on the best Social Media accounts in the city, Wheelhouse always comes up. And for good reason, they share a variety of content that keeps people consistently engaged.
Why does sharing “people” work so well?
Most companies can’t do it. Their people don’t trust them, their customers don’t want to be seen with them. Most companies that are just getting by or are the cheapest in the market have anything but a loyal following. Companies that don’t show their people aren’t proud of their people. Companies that can’t get customers to pose on camera have much bigger issues to worry about.
Taking a photo and posting it online means something. People like to see their face, they like to show other people their face. When a company shares about their people it’s something special. Many companies aren’t proud of their people, they simply assume they do a job and nothing more. The best companies understand that it’s their people that take care of the customers and the customers take care of the bottom line.
In the future it’ll be people driven companies that win. If you don’t put your people first you’re going to lose.
So what should you share?
The coolest moments every week! Your team, staff, customers, people that inspire you, mentors, board members, community partners, anyone connected to your company or non-profit. Just please, no selfies.
The ultimate moment to share is your staff talking about “why” they work there. Working with Audio Warehouse, we decided to capture stories from several employees about the early days of the company and some products they used to sell. It’s hard not to trust people when they open up. Getting your staff and coworkers to talk about the company is hard, that’s why most organizations don’t do it. The more open of an organization you are the easier it is for people to understand why you do what you do.
You know people buy ‘why’ you do it not ‘what’ you do.