If you’re on social media as an influencer of any size, background, or niche, it’s important to have a strong brand voice. Not only does this help you stand out, but it’s an important way to appeal to brands and your audience.
On social media, it doesn’t matter if you have 100k followers of under 10k, you can still make a name for yourself. That being said, the wrong brand voice (or worse—no voice at all) could leave you struggling to find your footing.
However, as you’ll quickly learn when you create content online, it’s hard to create a powerful, clear brand voice. In this guide, we’ll share the importance of your voice as well as how to start thinking about yours.
What Is Brand Voice?
Before we begin, let’s define what brand voice means.
Your brand voice isn’t actually what you say. At least, not all the time. It’s actually your tone, your personality, and your overall way of expressing yourself.
How do you find your voice? The best way is to look inward.
This isn’t something that can be created for you. You’ll need to find your brand voice yourself, considering your niche and your audience.
When it comes to branding, you only have 7 seconds to make a first impression. This isn’t just true for big-name businesses. It’s also the reality for influencers of all shapes and sizes. This is where your voice comes in.
In other words, your brand voice is how you present yourself online. It’s the message you’re trying to send. Now, let’s talk about how to discover your voice on your social media.
Craft Your Tone
The first way to think about brand voice on social media is to understand your tone. This should be consistent across your social media profiles and posts. Whenever you create new content, you want to keep this tone in mind.
What’s tone? This is how your posts and voice are perceived. Here are some examples of popular “tones” to leverage online.
- Passionate: A passionate tone is great if you’re trying to inspire your users to take action.
- Calm: A calmer tone is a good fit for those who hope to help their users relax and ease into their content.
- Formal: A formal tone is likely to be used by a professional company, or someone who wants to be taken seriously.
- Informal: Conversely, informal tones are more casual and conversational, like talking to a friend.
- Joyful: Using a joyful tone is a way to inspire, energize, and excite.
- Sincere: Sometimes it’s okay to get a bit vulnerable and sincere when sharing about yourself and your brand.
Which of these tones above speaks to you? How do you speak naturally in your own life, and how can you translate this into your content plan online?
Listen to Your Audience
Your brand voice isn’t a one-way street. While it starts with you, you can still learn so much from your audience.
If you’re noticing feedback from your followers and users, pay attention. This is invaluable. You might start with a more formal tone, for example, and discover that your users want more from you. They might struggle to relate, and they might need to be a bit more conversational.
The takeaway here is that you have to be open-minded. The more you listen to your followers, the more you grow your brand voice.
Change as Needed
Your brand voice isn’t a static, concrete thing. It’s going to evolve and change with your brand and business over time.
Start by trusting your instincts. Do what feels right, but stay flexible.
If you notice something doesn’t work after a few tries, switch it up. Don’t be afraid to be yourself with your content, and give yourself the space to test new things.
This is especially great with the rise of Instagram Stories and TikTok which encourage shorter, off-the-cuff content. Consider how you can evolve and keep moving forward.
Sharpen Your Voice on Social Media
Understanding your brand voice isn’t something that happens overnight. On social media, this is how you stand out from other creators and appeal to brands. It’s also how you connect and form real connections with your audience.
While a picture (or video) might be worth 1000 words, there is always more to share. The right caption, content, and brand voice makes all the difference.