As a social media agency, one of the biggest challenges Good Karma Socials face is balancing client expectations with strategies that actually drive engagement and growth. Clients often have strict branding guidelines that feel overly formal or “corporate.” On social media, where the currency is human connection, these rigid brand rules can sometimes clash with what really works – human-centred, relatable posts that invite engagement.

In fact, a Stackla study found that 86% of consumers consider authenticity a key factor in supporting brands. This means that accounts with less corporate polish and more real, approachable content are more likely to gain loyal followers. Here’s how to strike the right balance:

Blend Branding with Humanity

To meet client branding requirements while keeping content engaging, try blending human elements into branded posts. For example, incorporate team member spotlights, day-in-the-life glimpses, or customer stories. These posts feel personal and authentic while still reflecting the brand’s values. Social Media Today reports that posts with user-generated content (UGC) get a 28% higher engagement rate – showing faces and stories and reviews from the brand’s community builds trust and connection.

Keep It Short and Punchy

The truth is, we’re all busy. No one reads lengthy, text-heavy social media posts. Information needs to be shared in a swift and digestible way. This is where short bullet points come in handy, especially for sharing expertise without overwhelming the audience. Quick, scannable tips perform best on social media.

Make Use of Emojis

Adding emojis can lighten the tone, breaking up text and making posts easier to read. While it’s essential to avoid overuse, a few well-placed emojis can add warmth to a post, making it more inviting and less like a corporate announcement. Social Media platform, x, even reports that tweets with emojis see 25% higher engagement, showing how little touches make a big difference.

Balance Promotional and Relatable Content

A good rule of thumb is the 80/20 rule: make 80% of your content engaging, human-centered, and relatable, while the remaining 20% can focus on promoting the business. Consumers are more likely to increase spending with brands they feel connected to, underscoring the value of authentic, human posts in driving business results.

Show Expertise in a Relatable Way

Positioning the brand as an authority doesn’t require paragraphs of text. Consider sharing expertise through mini-tutorials, quick tips, or Q&A sessions. Short-form content, like Instagram Reels, is the most engaging format in 2023 – people appreciate bite-sized insights that can be consumed quickly.

Balancing client expectations with social media growth strategies takes creativity and flexibility. By weaving in human elements, keeping messages concise, and mixing promotional with relatable content, you can create posts that both align with brand guidelines and engage followers authentically.

Good Karma Socials is a small business based in Bath that manages social media for businesses that share our dedication to creating a better world. If you’re a b-corp, green or sustainable business looking to collaborate with a social media agency that cares, we’d love to hear from you. Get in touch today.

Read our blog on The Power of Storytelling for Sustainable Brands here.