vul·ner·a·bil·i·ty

noun

the quality or state of being exposed to the possibility of being attacked or harmed, either physically or emotionally.


This word has been trending for a while now online and offline thanks to women like Brene Brown and others. And within that trend, there is a place for vulnerability in your business on social media.

Whether someone is looking for a plumber or a photographer, they are looking for a connection before they purchase. More specifically, an emotional connection. Being vulnerable on your business’s social media accounts may help you attract more leads who want to connect with a person who feels relatable. As we have conducted analytics for our clients’ Facebook and Instagram accounts, the posts that get the most engagements are photos of themselves sharing their authentic stories of failures and triumphs. Followers want to purchase from someone that they trust and they can maybe even see a bit of themselves in. 

If you are not sure how to incorporate vulnerability into your social media content, here are a few ideas on how to be vulnerable on social media:

1. Share a personal story about why you started your business

2. Write a testimonial for your business as if you were a client

3. Share a personal hardship and how you overcame it and have succeeded 

4. What is your biggest mistake as a business owner

5. Post photos of behind the scenes so followers can peek behind the curtain to your everyday life.

But be cautious…

There is a fine line between vulnerability and oversharing. Sharing something too personal that doesn’t align with your brand may be authentic, but not true to what you want your brand to represent.

Ultimately, you want to guide your followers and clients by leading them to their successes. Use your vulnerable posts in a manner that connects with your audience without oversharing or manipulating your circumstances to create a feeling of sympathy.

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