What’s the deal with vulnerability in social media?

by | Nov 20, 2019 | Content Creation, Social Media

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.

About the Author

Strategy & CEO at Stratos Creative Marketing | + posts

Julia Block is the CEO of Stratos Creative Marketing, helping business owners make sure their marketing strategies all work together to produce results and revenue.

0 Comments

More from our blog

Could your business benefit from some spring cleaning in your marketing?

Ahh spring! For a lot of us the sun or warmth of the sun is finally being felt on our skin, and it feels so good. This past weekend was full of warm sunny days. My family and I began pulling weeds, trimming trees, mowing the grass – yes, when you live in California...

Fonts and Wineglasses

Imagine this. You have arrived at a beautiful vineyard, with the goal of experiencing their delicious wine. You take in everything around you as they ready your glass. You are anticipating the smells and colors and flavors. When the server arrives they set before you...

Think Your Work “Speaks For Itself”? Here’s Some Tough Love.

Your work is like the beautiful truffula trees in Dr. Seuss’s classic, “The Lorax.” It has deep, intrinsic value. But it doesn’t speak. At least not in English, and not very loudly. I work with a lot of entrepreneurs who started their business based on a deep inner...

One 4 letter word you don’t want to forget in your marketing

When I was in college, the first design class I took was called “Interactive Media 1”. We built powerpoints and dynamic PDF files. We watched informational videos about the start of the internet and how digital media has changed. But the core of the class was centered...

Women’s Business Month

In honor of National Women's Small Business Month, we wanted to mini-interviews with some of our clients who run women-owned businesses. We want to celebrate them while encouraging other women who aspire to operate their own businesses. Carole Chaski of Alias...