With audiences now questioning whether that viral image or breaking news is genuine or simply automated clickbait, brands are challenged to move beyond polished posts
Social media was once a game-changer for brands looking to engage with their audience. It gave businesses a direct line to customers, fostering real conversations and community building. But in the age of AI-driven content, that dynamic is shifting. From content to images to news, AI-generated material is so scarily real that audiences are beginning to question everything they see. Was that viral image doctored?
Is that news article genuine or just AI-generated clickbait? This scepticism has led to a trust crisis—where audiences are unsure if they are interacting with real content or an automated illusion. Naturally, now the audiences are sharper, more discerning, and less tolerant of inauthenticity. They can spot a robotic, soulless brand from a mile away. The real differentiator isn’t just what a brand posts—it’s how deeply it connects on a “human” level. In this landscape, it’s no longer enough to create routine posts or polished campaigns alone.
To stand out, we must truly understand our audience, which makes the value of data immeasurable. But what truly matters now is how we use that data to create meaningful connections. While data and analytics provide valuable insights, they only tell part of the story. Brands that stay relevant don’t just analyse past trends; they incorporate real-time learnings into their content strategy. By actively engaging in ongoing discussions and tapping into recent themes, they make their audience feel seen and heard today and now.
This real-time approach is possible by identifying channels where brands can interact directly with their audience—be it customer support, social media, or community forums.And that’s where AI can play a role in making advertisers’ lives easier. The key is blending human intuition with AI efficiency for smarter, more personalised engagement.
AI-powered tools can help brands process vast amounts of data while human teams extract the most valuable customer insights. Ultimately, mastering social media connections comes down to truly understanding your audience. In a digital world where trust and authenticity are in short supply, building genuine connections is more important than ever. That’s why making your brand as human and audience-centric as possible is key to standing out and fostering real engagement.Here are a few tips to keep in mind.
1. Make It Fun, Not Just Promotional
People don’t come to social media to be sold to; they come to engage, learn, and be entertained. Successful brands create content that feels like a natural part of their audience’s feed rather than a disruption. Amul uses meme-inspired, quirky posts to entertain users while subtly reinforcing brand recall.
2. Inject Personality into Your Brand
Voice Jargon and generic content don’t belong on social media. A distinct and consistent brand voice—whether witty, warm, or bold—helps brands resonate with their audience. Zomato, for example, balances humour with real-time engagement, making its Twitter presence feel friend-like rather than a marketing channel.
3. Making Users Your On-Ground Advocates
The perfect example of this is the beauty and lifestyle space. Many brands are moving away from celebrity endorsements and instead leveraging customer reviews, user-generated content, and a balance of macro and micro-influencers.Real user demos and authentic experiences have proven to be more effective in building trust and driving engagement, helping even newer brands compete with industry giants.
4. Engage in Meaningful Conversations
Social media isn’t just about broadcasting; it’s about engaging. Brands that actively respond to comments, DMs, and discussions create a sense of community. For instance, Myntra’s Facebook group, Myntra Insiders, fosters a community where fashion enthusiasts discuss trends and share style tips—prioritising conversation over sales.
5. Tailor Strategies to Your Audience’s Platform
Every brand has a primary audience, and understanding where they spend most of their time online is key to crafting an effective strategy. Instead of relying on a generic approach that can be applied across all platforms, take the time to understand which platform your audience prefers and create a strategy that’s tailored to it. Use the platform’s features strategically to ensure maximum visibility and engagement. For example, on Instagram, Reels are crucial for visibility, while on Facebook, interactive posts and community-building are the focus.
By aligning your strategy with the platform’s strengths, you’ll drive better results and engage your audience more effectively. By focusing on meaningful connections and genuine engagement, brands can rise above the noise, earning trust and loyalty that goes beyond the digital space.
(The writer is Co-founder and Creative Head at Voynic Media; views are personal)
