In theatre, there’s a saying used when actors connect with the audience through dialogue. It’s called breaking the fourth wall. The imaginary wall that separates the stage from the audience disappears, and the audience is welcomed into the world of the story. We have this advantage as entrepreneurs and business owners on social media. We can break through that invisible wall that separates us from our potential customers and engage them on a more personal level.
Social media is popular because it’s well, social. It exists to generate conversations — a back-and-forth interaction. Business owners and consumers alike have the opportunity to connect in a way that traditional forms of media don’t allow us to connect. As business owners, we can be more human with our audience. True human connection is something the world is in great need of, especially now that we have to spend most of our time in our homes. Despite the reason behind it, it’s the perfect time to focus on building real, genuine connections with the people our businesses are meant to serve. But how do we go about doing this? How do we show a more human, authentic side of our business and ourselves? If you’ve been looking for a few ways to break through that fourth wall on social media, I have a few tricks up my sleeve. No magic required!
3 Ways to hone in on your humanity through social media:
Be Conversational
One of the most notable benefits we have as business owners is writing our own rules. This means we have no scripts to follow and no corporate guidelines to heed regarding how we communicate. When talking to your people, open a dialogue with them. Instead of speaking at them, speak to them.
Pro Tip: Speak to just one, not the many. This is something I’m working on myself. Instead of starting your Instagram story with “hey everyone” try to rephrase it to, “hey there, friend!” See how that simply shift speaks to your audience more 1-on-1?
You can ask questions and interact with them in the comments. Engage, engage, engage! Let’s say, for example, you want to get some feedback about an upcoming digital product launch… I recommend posting the 4-question survey in a way that’s more conversational rather than transactional.
You could say something like, “Hey, this is something that’s been on my mind, and I’d like to get your opinion about it.” This makes your audience feel like they have an open door to you and that you care about what they have to say. Try to avoid using typical advertising and marketing language. Remember, there are no scripts. Be YOU.
Share a little bit more of yourself
Do you play video games? Belong to a local running group? Are you one of those people who gets extreme joy from successfully recreating Pinterest projects? If so, that’s great! Sharing your hobbies or interests outside of your business can be a great way to connect with your audience on another level. The perfect place to do this is in your Instagram stories! It can also be a way of grabbing the attention of new customers and relating to them on a personal level. In other words, making you human! When people learn they have some common ground with you, it helps them let their guard down (and loosen the grip around their wallet).
Make them love you, flaws and all
Perfection is extremely overrated. Take it from a recovering perfectionista. Unfortunately, social media is overrun with people and influencers who feel they have to have a pristine image to be accepted. I’m going to tell you right now, and it’s definitely an unpopular opinion, but a well curated grid on the ‘gram is also ov.er.rated. People relate to your struggles and want to celebrate your success, and love when you share your wisdom and tips in a “how to” fashion. There’s nothin’ better than realizing someone you’re looking to for help or guidance has been where you currently are — nothin.’ It makes you more relatable and it makes the product or service you’re offering more appealing.
Added Bonus!
Here’s a bonus tip: if you’re out and about or sitting around doing work and something comes to mind you’d like to share with your audience, open your phone and record it on the fly! Or if you’re me and it’s 6AM and you’re in the shower when the good idea strikes, maybe jot it down on one of these and save it for later. Connecting with your audience in an unstructured, spontaneous way shows them that your primary concern is giving them what works, not how you (or your background) look or how you sound.
These are just a few suggestions on how you can use your social media presence to display more of your human side and connect to your village in a way that shows them a) you see them, b) you can relate, and c) you’re committed to the solutions you’re offering. Is your brain abuzz with ideas? Let’s chat about how we can make these tips above work for you and your business!