We live in a world where anyone can produce a piece of content with a simple prompt. In a matter of seconds, a blog post, social caption, or product description can be generated and ready to publish. And while that’s impressive from a technology standpoint, it’s created a unique problem that businesses need to be mindful of: the easier it becomes to produce content, the more valuable authentic human-driven content becomes.
People crave authenticity. And they are actively seeking it out in news, media, and businesses that they are considering purchasing from.
Just because it’s fast and automated doesn’t mean it’s a net benefit to the people using it. Prime example: Meta's AI support chatbot.
If you've ever managed a Meta Ads campaign or tried to help a Facebook or Instagram profile that decided to have a bad day, you know that Meta's tools are not without their flaws. Ads disapproved for policies you've already appealed. Scheduled posts that quietly never publish. An entire account deactivated for no apparent reason. It's a great time!
In the before times, you could hop into a queue and eventually get connected with a real person who could actually help. But now you're stuck chatting with Meta's AI support bot, reading through regurgitated FAQ articles and how-to docs you've already read before it'll even consider connecting you with a human.
Its fast, it's automated, and I hate it.
Isn’t the future great?
In my opinion, the businesses that show up as real, relatable, and trustworthy are the ones more likely to succeed in this new world we find ourselves in. Let’s talk about why humanizing your brand matters and how you can do it.
Build Trust with your Customers
Buyers are skeptical of businesses. Between data breaches, misleading ads, and faceless corporations, people have every reason to be cautious about who they hand their money and their trust over to.
That trust has to be earned. And one of the most effective ways to earn it is by putting a real face behind your brand.
When customers know the name of the person answering their call or handling their order, the dynamic shifts from a transactional interaction to a human one.
Your website and social presence are an opportunity for customers to get to know the people behind the brand before they ever pick up the phone or fill out a contact form. Your online presence is a way for customers to build trust with your brand on their own time; so when they do reach out, they already feel like they know you.
The “Just Have AI Write It” Mentality
While the appeal of leaning on AI for all your business content is tempting, it comes with some risks when it’s speaking on behalf of your brand.
A recent study by Paragram showed:
- 67% of people who consume online content say they’ve encountered AI-generated content that they believe provided false, misleading, or incorrect information.
- 69% of people who view online content say they trust AI-generated content less than human-generated content.
If nearly 70% of your audience is already predisposed to trust your content less because it was written by AI, you’re at a disadvantage before the conversation even begins.
The other important thing to consider is that AI doesn’t always get things right. It can confidently state something that is flat-out wrong.
The main reason businesses invest in their website, and build a social following is so customers can get to know them and ultimately trust them enough to do business with them. If the content you’re putting out isn’t trustworthy or establishing a genuine connection with your audience, it defeats the purpose and can end up hurting your brand in the process.
Ways to Humanize Your Brand
Thankfully, humanizing your brand doesn’t require an overhaul to your marketing strategy. A lot of it comes down to being intentionally authentic with your brand. Here are some ways to get started:
Add a ‘Meet the Staff’ Page
Show the real people customers will be interacting with. That familiarity goes a long way toward making people feel comfortable and confident doing business with you.
Make the Most of Your ‘About Us’ Page
You don’t need a 10-page history lesson about your company origin. Keep it focused on Who, What, and Why.
Ditch the Stock Photography
Opt for real photos of your team, your workspace, your products, and your process.
Let People in on Social Media
Share behind-the-scenes moments, celebrate team wins, show what your day-to-day looks like. Let people get to know the personality behind the brand.
Engage with Your Audience
Respond to your comments, reviews, and messages… even the negative ones. It signals that there’s a real person on the other end who cares about their experience.
Show the Real You; Outtakes and All
Not everything you put out needs to be perfectly polished. Some of the most engaging brand content out there is stuff that’s a little rough around the edges.
Have Fun With It
Give yourself permission to be a little playful. Write a joke, share a hot take, put your personal spin on things!
Remember Who You’re Talking To
It’s easy to get caught up in the busyness of meetings, deadlines, and putting out fires every day. But always remember that you’re talking to people. Real people who want to know more about your brand, what you stand for, and if they can trust you with their time and money.
The content that your business puts out can either reinforce your connection with those people or break it.
With Great Power…
I’m not writing this to tell you that you should never use AI for content. But there’s a difference between using AI as a tool and leaning on it as a crutch.
Before you publish any AI-assisted content, keep these questions in mind:
- Is the information accurate?
- AI can sound confident while being completely wrong. Always fact-check before publishing.
- Does it clearly convey the point?
- If there’s lots of filler and fluff, trim it down or rewrite it.
- Does it sound like your brand?
- If you read it out loud and it doesn’t sound like your brand, it probably needs work.
- Is it a net benefit to the reader?
- Does it answer a question, provide value, or help someone better understand your brand? If not, don’t publish it.
Your brand has a story to tell. So tell it.
