The ability to create strong connections with customers is a benefit of being vulnerable in social media posts. By embracing vulnerability, businesses can establish an authentic and genuine rapport with their target audience. This connection goes beyond superficial interactions and enables customers to feel truly understood and valued.
Vulnerability: What it’s not.
We do not mean crying continually on lives about how you are working so hard in your small business but are getting no where/on the verge of giving up. We are seeing more of these posts lately geared towards making the viewer feel sorry for them and buy. This is not what we mean vulnerability. Vulnerability is not about playing the victim or seeking sympathy from others.
Vulnerability:What it is.
It is about being open and authentic with your audience, sharing your challenges, failures, and successes in a genuine way that resonates with them.
When we talk about vulnerability in the context of business, we are referring to the willingness to show up as your true self, flaws and all. It means being transparent with your audience about the struggles you face, the mistakes you’ve made, and the lessons you’ve learned along the way. By embracing vulnerability, you create a deeper connection with your audience and establish trust, as they see that you’re not just presenting a polished image but are willing to be real and human.
Examples of vulnerability content.
These are just two random examples we found on our instagram travels. Disclaimer we don’t know these people or follow them.
I recently saw a business owner on tiktok saying openly that they stuffed up (actually they used harsher language than that!) an order, they went on to explain what they did about it.
When we transitioned to a new hosting provider I confidently stated in my newsletter to clients that the client portal would not be affected, well…it was, because I forgot I had to add a piece of code. Luckily I could alert all clients and I also posted on social media because non clients download our freebies from it. I admitted I was a dufus (clearly because who uses the word dufus!) and fixed the problem quickly. Plus we all had a good laugh and laughter is healthy.
Years ago in a different business I remember a colleague came to me absolutely distraught as she had a card fail when she was downloading photos from a wedding she photographed. She had done everything, tried to recover the card, paid professionals to try and recover it, with no luck. She didn’t want to tell the couple as she felt it would make her seem unprofessional. Once I’d calmed her down I told her shit happens! She had done everything in her power to recover the files. Some things are outside our control. No it wasn’t an ideal situation, but on the upside she had photos from the other cards. I told her she had to be upfront with them explain what happened and offer them a free canvas/prints. She was imagining the worst scenario but she did eventually tell them and they were surprisingly understanding. Business owners whether big or small are human and it’s ok for people to know this.
Vulnerability on Social Media: There’s a fine line.
Of course you don’t want to be posting vulnerability content everyday, we are just saying don’t shy away from it. It’s important to balancing transparency with oversharing and maintaining a professional tone. All you need to do is keep things real. You do not want to delve into “woe is me posts” that’s not the way to build a community, you are more likely to drive people away.
Humanise your Business.
When businesses demonstrate vulnerability in their social media posts, they create a safe space for customers to open up about their own vulnerabilities, leading to meaningful conversations and deeper engagement.
This fosters trust and loyalty among customers, as they perceive the small business as more than just a faceless entity trying to sell products or services.
Additionally, vulnerability in social media posts can cultivate empathy and compassion among customers. When customers witness a business openly sharing its challenges or struggles, they are more likely to empathise with those experiences. This empathy creates a sense of community between the business and its audience, fostering a stronger bond.
Being vulnerable also allows businesses to authentically showcase their values and beliefs. By sharing personal stories or experiences that align with their core values, businesses can connect with like-minded individuals who share those beliefs. This leads to the formation of a community based on shared values, creating an environment where customers feel seen and understood.
I don’t want to show vulnerability in my business.
While embracing vulnerability can offer significant benefits for small businesses, it’s understandable that some owners may feel hesitant. You can still show a level of vulnerability and build strong connections with your audience without compromising your comfort level.
Focus on being authentic, share what is comfortable for you. Instead of personal struggles, emphasise the business struggles and what drives you.
You can create content that shares your small business journey authentically showing the personal touch. If you are unsure of some ideas relating to vulnerability content we have heaps in our content calendar with a difference.
Vulnerability in social media posts offers numerous advantages for businesses seeking to establish profound connections with their target audience. It empowers them to build trust, foster empathy, showcase their values, and ultimately create a community of engaged and loyal customers.