Social Media: Are You Avoiding This Mistake?

A dog appearing to drive a car resonates with audiences because the dog is not intentionally trying to be funny or likable, yet it manages to be both.

Some brands make the mistake of trying too hard to be funny or provoke a reaction, resulting in an inauthentic delivery and lower engagement.

First, consider what kind of impression you want to make on your audience. Do you want to be funny and confident, like Ryan Reynolds in Deadpool? Or do you prefer a more serious tone while also delivering an underlying message, like Dove?

When communicating on social media or a podcast, have a clear goal and intention. Equally vital is letting your personality show by delivering your message naturally.

Robin Williams had a gift for connecting with people through his pure joy of making them laugh. Whether performing in front of a sold-out audience or having a one-on-one conversation, he always managed to deliver his comedic timing perfectly. By being himself, he made it seem effortless.

I was at a comedy show where the comedian quickly realized that the audience laughed harder at the end of a joke when he awkwardly laughed. He started intentionally doing it after every joke, but it became staged, and the audience caught on, causing them to stop laughing.

To make your message more relatable and engaging, take the time to understand your audience and adapt your approach. Consider incorporating your personal experiences into your message.

The next time you're on YouTube, search for "Complex Blueprint." You'll find interviews with Timbaland, Scooter Braun, Angie Martinez, KAWS, and more, who share their lives with viewers without hesitation.

If you've ever watched "The Voice," you're familiar with some of the coaches who appeared on the show, including John Legend, Ariana Grande, Pharrell, Usher, and Gwen Stefani. They operate in a more casual mode, pitching artists during the "blinds" and coaching them, rather than getting only a few words in between songs at a concert. Additionally, they perform new singles on stage during the season, keeping them top of mind and increasing the number of streams.

When you discover what causes your audience to react, consider how to incorporate those 1-3 ingredients into your broader content themes across multiple social channels that are relevant to your audience. Instead of trying to replicate your best post with a formulaic approach, experiment with new ideas that still incorporate the same ingredients of your best post.

Celebrities with loyal fans go beyond replying to comments on social media. They also make appearances on or host podcasts, which enable them to connect with their audience on a deeper level. Unlike short late-night appearances, podcasts provide the space and time to share personal stories and thoughts in a more in-depth conversation.

Consider exploring alternative channels beyond typical social media platforms. For example, you could start your own podcast or be a guest on one to share your knowledge and connect with a wider audience. You could also host an Ask Me Anything (AMA) on a relevant subreddit on Reddit.

Stay up-to-date with the latest trending sounds and memes, and consider incorporating some of them into your social media strategy. However, be sure not to let these trendy posts dominate your overall strategy.

Trends are similar to a cover of a popular song, it's an easier way to gain traction and attract attention, but you also want to show your unique talents and ideas. Cover bands may have a great voice, but some struggle to break out and be recognized for their original music. Similarly, it's important to balance between jumping on a trend and creating original content that reflects your brand and values.

Brad ✌️