Today, the dominant approach to brand-building on social media is showcasing the human side behind the logo and sound bites.
TikTok and Instagram have become central to this phenomenon as brands not only present their products but also engage in trending challenges, humorous skits, or lighthearted moments that connect with their audience on a personal level. This trend has given a rapid rise to creator partnerships, creating an attractive opportunity for brands that don’t want to have their owners’ faces on social platforms.
Regardless, if you still want to actively humanize your brand — with or without your face as the owner— this article is for you.
What does it mean to humanize your brand?
Humanizing a brand involves making it appear more relatable, authentic, and emotionally engaging to its target audience. Rather than projecting a faceless, corporate identity, a humanized brand wears a human character – literally or figuratively.
According to Seth Godin, a leading voice in modern marketing, humanizing a brand involves shifting the focus from selling products to building trust and connection. It requires understanding the worldview of the audience, using conversational language, and consistently demonstrating generosity and empathy in every interaction.
What is the one major advantage of humanizing your brand?
Trust. Influencing your target audience to trust your brand or buy your products rests heavily on the credibility of your message. As the saying goes, who is saying it can matter more than what’s being said. Moreso, your audience are far more likely to believe your message if it feels personal and emotionally resonant with them.
How to humanize your brand on social media
When Sprout Social conducted its 2024 research on What Consumers Want on Social, it provided a clear roadmap for how brands can authentically humanize themselves in 2025. The study, which surveyed over 4,000 consumers across the US, UK, Canada, and Australia, along with nearly 1,200 social media and marketing professionals, revealed valuable insights into how today’s brands can humanize their brand on social media.
1. Drop the script, and write like a real person
“Originality of content makes brands stand out on socials…Consumers agree brands should stop using so much “salesy” and “corporate” messaging.” – Sprout Social
In a content space where AI is the new default and almost everyone is aware of how Gen AI tools construct their words, it’s becoming “fake” to share AI-generated content as your social media caption, comments, or media texts without thorough editing. One thing we are clearly noticing about these tools is that they often employ generic language and regurgitate content, which can result in a lack of personalization.
But when you write like real humans? You create more personalized content. And when readers encounter your copy, written from a human heart and a human experience, it feels as though you’re speaking directly to their minds, arousing their interest in your messaging.
- Use specific words, not stock phrases or ‘AI vocabs’: Instead of saying “Unlock your potential,” say “Tired of hating Mondays? Here’s a better way to start your week.” Specificity signals real thought, not templated fluff. And if you can’t do without using AI tools, clear out common AI words.
- Break grammar rules (on purpose): Start with “And.” Use short fragments. Write how you talk. This isn’t an academic essay; your goal is clarity, not correctness.
- Tell micro-stories: Even a 2-line anecdote (“Last week, our intern caught a typo before a campaign went live…”) does more for connection than a wall of generic advice.
Ultimately, the key is to use relatable, straightforward language that resonates with your audience. Think about it: You won’t use fancy jargon or overly formal language when chatting with a friend. You relax, be real, and have fun. That’s what today’s audience responds to.
2. Show personality, not just product
“Production value and product-centricity are markedly less important.” – Sprout Social
When your brand feels more like a person, the audience is more likely to connect and relate with it on a more humane level. “People buy your personality more than your product”, says marketing and growth expert Dan Lok. Even if you don’t have to be the face of your brand like Dan Lok or Elon Musk, someone—or something—has to carry that emotional weight. If it’s not you, then define a consistent brand voice, spokesperson, or cultural narrative your audience can connect with.
How to get started (If you don’t want to be the face of the brand)
- Define your brand’s “voice personality”: Ask: If my brand were a person, how would it speak? Is it warm and witty? Bold and no-nonsense? Soft and soulful? Write 3–5 traits, and use them to guide all your messaging (except in odd cases). Examples could be “Curious, grounded, and cheeky.” Now, every caption, email, or reply should feel like that kind of person is talking.
- Appoint a relatable voice or spokesperson: Appoint someone who represents your brand. This could be a trusted team member, a fictional brand character (like Duolingo’s owl or Oatly’s packaging), or a customer-turned-ambassador
- Build a cultural narrative: Root your brand in values your audience cares about.
Ask: What belief system or shared identity can we represent? For a Muslim-centric product, for example, this could be narratives such as: “Serving with barakah, not just profit”, “modern tools, halal values”, “For Muslims who lead in both dunya and deen.”
All in all, to create a brand personality, you must analyze your industry, study your audience, assess your brand, and test how suitable your presented brand’s personality is.
3. Let your employees and creators speak for you
“Consumers say the content employees of organizations post makes their favorite brands stand out on socials.” – Sprout Social
Audiences trust content posted by employees more than the brand itself. According to a study, employee-generated content resonates more with audiences than branded content. It further found that 76% of people trust the content that individuals share more than that of companies, and employee-generated content has a higher click-through rate on social media than branded content.
Take, for instance, a post from an employee at the tech company sharing their excitement about a new product launch. The post might read, “I’m thrilled to be part of the team bringing the XYZ phone to life. This product will change search words and give a clear image of the pictures. This authentic behind-the-scenes video can be compelling in building trust and credibility with potential customers.
Similarly, when influencers partner with brands, they bring their unique perspective and voice to the table. As reported by Business Wire, a 2023 study by Matter Communication reveals that 69% of respondents are likely to trust a friend, family member, or influencer recommendation over information coming directly from a brand. It added that 81% of respondents have either researched purchases or considered purchasing a product or service after seeing friends, family, or influencers post about it. As the marketing world continues to evolve, it is clear that employee advocacy and creator partnerships have become integral to a successful marketing strategy.
4. Respond with intent (not templates)
“73% of social users agree if a brand doesn’t respond on social, they will buy from a competitor”. – Sprout Social
When you sit and carefully craft your message to your audience, whether responding to DMs or comments in a personalized way, it shows that you care about them and value their interactions; you do not treat them as a number. This approach will create a sense of presence and connection, making your audience feel seen and heard.
Relying on generic response templates curated by social media for responses can be impersonal and automated. This can alienate your audience, making them feel they are not cared for.
Reply with what comes to your mind and is suitable to give as a response at that instant. Once you understand your audience’s feelings and what needs to be said, you must determine how to respond in your own words.
Responding with intent reduces the risk of incorrect or irrelevant responses. Ensuring that commonly asked questions are answered consistently and accurately.
Sprout further said in its study that responding to consumers isn’t optional. It is a must-do because almost three-quarters of consumers agree that if a brand doesn’t respond to their customer service questions on social media, they will likely buy from a competitor next time. Thus, they expect a response within 24 hours or sooner.
5. Speak to, not at, your audience
“Consumers want to be listened to, not talked at, and they reward brands who prioritize originality, relatability, and audience engagement. ” – Sprout Social
Speaking to the audience is mainly done through dialogue, not monologue. Most brands use dialogue because it is more effective than a monologue in boosting engagement, building brand loyalty, and establishing authenticity.
When brands ask questions on social media, they open the door to conversation. But conversation is a two-way street; you must also respond quickly and empathetically. That’s how you build trust, deepen engagement, and create a loyal community
Speaking effectively to your audience is not just about delivering messages; it’s about building relationships, fostering trust, and ultimately driving business results.
6. Match your voice to the generational norms of your audience
“The networks consumers turn to vary with generations, for Gen Z is most likely to love Instagram (89%), YouTube (84%), and TikTok (82%)”. – Sprout Social
Contrary to the belief that social media addiction is solely in teenagers, adults are exhibiting addictive behaviors as well. Recent studies have shown that different generations exhibit different addictions. Going by this, it’ wise to create different content for different generations.
7. Root your voice in culture, not just trending content
“Social Marketers should stop jumping on every trend in 2025 and start keeping up with online culture and listening to (their) audience.” – Sprout Social
Rooting in culture means understanding the origin of cultural elements rather than adopting trends without considering their more profound meaning. Jumping on trends will require you to align the trend with your brand values to make sense. Even at that, not every trend is a good fit. When brands force themselves into a meme or trend without understanding its context or significance, it can be inauthentic or even tone-deaf.
On the other hand, brands that take their time to understand and participate in cultural moments can build stronger connections with their audience. You must understand the “why” before jumping on any trend. Ask:
- How will jumping on this trend impact my brand?
- How does it relate to my brand?
- What value can we add to the conversation?
By providing answers to these questions, you can make informed decisions about whether to join a trend.
FAQs
What does humanizing content mean?
Humanizing content means creating content that presents a brand’s human side, including its people, values, and experiences. This type of content helps build emotional connections with the audience, making the brand more relatable and authentic. In the age of AI, this could mean bringing human expertise and experience into AI-generated content.
Why do some brands avoid having a face to represent their brand?
Some brands choose not to feature a face to avoid the perceived limitations of a single personality. This can be an attempt to broaden the brand’s appeal, focusing instead on its values, products, or a more general aesthetic. Faceless brands also avoid the potential risks associated with individual controversies or image changes.
However, this approach can make it harder for consumers to connect personally with the brand, potentially hindering the development of brand personality and relationship building. Some brands attempt to fill the void by focusing on visuals.
How do brands reach out to creators or influencers?
Brands typically reach out to other brands through:
– Direct messages on social media
– Email pitches or proposals
– Influencer marketing platforms
– Networking events or conferences
– Referrals from existing brand partnerships
How do you turn a brand into a lifestyle?
You can turn your brand into a lifestyle by:
– Creating a strong brand identity and values
– Building a community around the brand
– Offering products or services that fit into customers’ daily lives
– Creating engaging content that resonates with the target audience
– Partnering with influencers or ambassadors who embody the brand’s values
How do you make your brand relatable?
You can make your brand relatable by:
– Sharing authentic and vulnerable stories
– Using conversational language and tone
– Highlighting customer experiences and testimonials
– Showcasing employee personalities and stories
– Creating content that resonates with the target audience’s interests and values.
