We sometimes forget that on the other side of the screen, there are real human beings.
I spend much of my day figuring out how to brand businesses on various social networks, mostly Facebook and Twitter, because that’s where the biggest audiences live. For a business, competing for attention in spaces where users primarily interact with friends and family is a massive challenge. To capture interest, you have to offer something cool or valuable without falling flat or appearing to try too hard.
It’s a fine line. Ideally, people will engage and share how much they love your content, but invariably, at some point, you will write something that misses the mark or offends someone.
When negative feedback arrives, it is easy to over-analyze and try to pacify everyone. But we shouldn’t lose sight of the fact that the message was noticed—even if it had unintended side effects.
With everyone on mainstream platforms, there is immense pressure to push out “lowest common denominator” content. This safe, sanitized messaging is designed to maximize reach, but it often comes at the expense of genuine connection. Many brands attempt personal communication only to end up on pages mocking corporate jargon, or getting called out for insincerity. Compliance and brand safety guardrails also play a role.
As a result, both companies and individuals often shy away from real personal expression online. We water down our messages to project a safe, curated image. While platforms like BuzzFeed humanize content using relatable memes and listicles, they are still highly commercialized.
But we shouldn’t be afraid to show humanity. Taking a risk by writing with a real voice is incredibly validating. The web is flooded with generic content, so when a reader stumbles upon a piece of genuine, opinionated writing, it feels like discovering gold. People love that feeling of finding a real person behind the text. The key is simply telling a story worth listening to.
Helping brands and individuals uncover their voice is one of the most rewarding aspects of my work. What story does your website tell? And is it the one you want people to hear?