The Power Of Faces: Using People To Drive Your Content Strategy

Without a doubt, the content that performs best for myself and my clients is social media posts with people. Photos of colleagues at an event, clients with me delivering training, and behind-the-scenes videos of me at work. Just like this photo of me after a digital marketing training session with a group of hospitality students from Ulster University.

In this digital age, content is king, but not all content is created equal. What often differentiates engaging content from the forgettable that you just scroll past, is the human touch. Specifically, the presence of human faces. Whether it's your face, your colleagues or your customers, showcasing human elements can dramatically enhance your connection with your audience.

Why Faces Matter

Our brains are inherently designed to respond to human faces. From birth, we are programmed to seek out and recognise faces as a source of information and emotional connection. This biological predisposition can be leveraged in digital marketing for a quicker and deeper relationship with your audience.

That's why Facebook is called 'face' book. That's why magazines like "Hello Magazine" do so well because they feature lots of photos of people. Humans are instinctively nosey and connected to other people to live, learn and find belonging.

People Buy From People

The saying "people buy from people" highlights a fundamental truth in marketing—consumers feel more comfortable and are more likely to engage with brands that offer the human touch. By showing the faces behind your brand, you're not just selling a product or service; you're inviting your audience into a relationship. It makes your content more authentic and relatable which can be a real competitive advantage and drive sales.

How To Incorporate Faces In Your Content

Here are some effective ways to include more human elements in your digital content:

• Working Shots: Capture moments of your team in action, whether they're brainstorming in a meeting or developing your product. These images show the effort and dedication behind your brand, making your work relatable and trustworthy. Timelapse videos work well for this.

• Personal Moments: Share glimpses from your personal life. This could be anything from your morning routine to a family event. Personal posts can humanise your brand and form a bond with your audience by relating on a personal level. This isn't always easy to do for large corporate brands but try content like videos from fundraising or community based events.

• Behind-the-Scenes Selfies: People love seeing what goes on behind the curtain. Whether it’s a quick selfie during a setup or a candid shot of your workspace, these informal snapshots invite your audience closer to your brand’s daily reality.

• Event Highlights: If you attend or host events, share pictures showing your involvement and interaction with others. Event photos can help position you as an active participant in your industry and community.

• Customer Testimonials: Get a client or customer to do a talking video testimonial. As well as spreading social proof to your audience, having different faces on your channels gives variety to your content and will keep people engaged for longer.
• Talking To Camera: Face to camera video, talking about your product, service or area of expertise. Make sure it adds value to your audience, solves their problem or talks to their pain point. Talk about one thing for no more than 90 seconds. Keep it simple and remember to add subtitles for those who view videos with sound off.
  
  

Expanding Your Visual Strategy

While integrating faces into your content is crucial, consider these additional tips to maximize engagement:

• Maintain Authenticity: Always strive for authenticity in your photos. Candid shots often resonate more than posed or overly polished or edited images. Authenticity builds trust and fosters a genuine connection with your audience. And remember trust is key to driving sales.

• Diverse Representation: Ensure that the faces in your content reflect diversity—this enhances relatability and broadens your appeal across different audience segments.

• Consistent Posting: Regularly share images with faces. Consistency helps keep your audience engaged and strengthens the feeling of an ongoing relationship.

• Engage with Your Community: Encourage your followers to post their own photos with your products or services and share this user-generated content (UGC). This not only provides you with additional authentic material but also makes your customers feel valued and part of your brand’s community. It's a great way to turn your customers into brand advocates, increasing your reach of what you do or sell.

A More Engaged And Loyal Audience

Incorporating human faces in your digital content isn't just a strategy; it's a transformation that can lead to a more engaged and loyal audience. Remember, in a world where digital content is everywhere, the brands that dare to get personal are the ones that stand out and succeed.