In today’s crowded social media landscape, companies need more than flashy ads or catchy slogans to stand out. Understanding what resonates with a brand's audience is key to building a loyal following and developing meaningful interactions. Social media’s top brands leverage three overall elements to drive engagement and foster connections with followers. 

1. Authentic, Relatable Content

Brands that create authentic content tend to see higher engagement rates. This content can include visuals like videos or graphics to simplify complex topics. Additional characteristics of authentic content include honesty, relevance and even humor. 

Wendy’s is a prime example of a brand that engages its followers by using witty and entertaining social media posts, sometimes including interactions with other accounts. One of Wendy’s most memorable moments came in 2017 when the company jokingly sparred with McDonald’s on Twitter.  

While the boldness of the posts may be shocking to some, many find the humor and playfulness refreshing. For instance, Wendy’s recently shared its take on Pantone’s Color of the Year. 

Despite the urge to emulate Wendy’s humorous social media success, not every brand should follow suit. Humor can be misinterpreted or fall flat, so before you go that route, make sure your jokes will resonate with your audience.  

The main takeaway is that authentic, relatable content can help you stand out. There’s no harm in keeping posts light and injecting a bit of comedy along the way, but be sure to stay true to your brand and audience. 

2. Interactive Posts with Timely Responses

Building connections with your audience is important. That’s why top brands on social media engage with their followers in meaningful ways instead of just talking at them. 

Many companies will ask questions to make content more interactive. Some will even use polls or quizzes on platforms like Facebook and Instagram. 

Timely responses are equally important. Whether feedback is positive or negative, you should interact directly with the engagement you receive. Chipotle Mexican Grill, for example, is known for responding directly to customer comments, and evening signing off with the Chipotle correspondent’s (supposed) real name. 

The person or people running social media channels often are so busy creating content, developing ideas and planning editorial calendars that they forget that interacting with followers is one of the most important parts of running these accounts. Responding and engaging with the audience should be on every social media to-do list.

3. A Face Behind the Brand

Consumers are interested in content that puts a face behind the brand. One of the best ways to do this is to showcase the company’s employees and leadership team on social media. 

According to Sprout Social, 70% of consumers are more connected to a brand if the CEO is active on social media. Why? Because 65% believe it makes it feel like real people are behind the brand, and 56% enjoy learning about brand leadership. 

For example, McDonald’s frequently posts its CEO on TikTok. In these videos, he gives advice, tries new menu items and shows a day in the life.

Another strategy companies have used to create personal connections is hiring influencers or celebrities to promote their products. Nike, for example, is known for using real people and athletes in its social media plan. 

Similarly, Dunkin’ Donuts famously hired actor Ben Affleck for a commercial that premiered during the 2023 Super Bowl. 

While not every company can afford celebrity partnerships, the principle of humanizing content remains the same. Find ways to show real people behind the brand or real people who love the brand to create meaningful audience connections. 

Don’t hesitate to reach out to us if you want a deeper dive into social media best practices for your business. For more immediate information, check out our podcast episode on social media strategy.