Brands used to give consumers the silent treatment, keeping their distance and offering only their products. When we weren’t acting as shoppers, we didn’t interact with them. Now, with social media reshaping communication, the dynamic is changing.
Like close-knit relationships between influencers and audiences, brands are turning from “corporate entities” to “your BFF with the best recommendations.” While consumers don’t need to constantly sob into their screens, a touch of human emotion goes a long way in building loyalty and recall. Take it from the influencers.
For brands, the challenge is striking the right balance: How do they foster genuine connection at scale, maintain credibility and still hit on the right energy?