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23 April 2020

Getting TOO Personal on Social Media: How Much is Too Much?

4Frameworks
5Insights

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Frameworks in this episode

Marketing6 steps

Four-Post Personal Topic Test

Introduce one safe personal theme, test it four times, and refine the story

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Strategy5 steps

Personal Brand or Business Brand Body Check

Compare how each brand identity feels before choosing your direction

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Marketing6 steps

Searchable and Stumble-Upon Content System

Turn one searchable asset into social posts that test audience demand

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Communication5 steps

Stranger on the Airplane Rule

Set social-sharing boundaries by testing what you would tell a stranger

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Insights & moments

The myth-busts, hot takes, explainers, and tools worth keeping.

Myth Buster· 1

Myth Buster08:30

More Personal Content Does Not Automatically Mean More Engagement

Jasmine rejects the assumption that revealing more of your life necessarily produces stronger engagement. Results depend on both the creator's comfort and whether the audience wants that subject presented in that particular way.

  • High disclosure can succeed or fall flat
  • An interesting life is not the determining variable
  • Content must fit the audience's interests
  • Personal comfort and audience alignment are separate requirements

“I do not think that the more personal you are, the more engagement you get, none at all.”

Jasmine Star · 10:13

“It's number one, I really only want you sharing something that you're comfortable with. And then number two, you have to see if that's in…”

Jasmine Star · 09:27
#engagement#audience fit#personal content#boundaries

Explainer· 1

Explainer15:34

Why Customers Pay More for Someone They Know, Like, and Trust

Unless a product is uniquely protected, competitors may sell something similar, better, or cheaper. Jasmine argues that a trusted human connection can still motivate customers to travel farther, wait longer, or pay more because they want to support a person or team they relate to.

  • Many businesses cannot differentiate on product alone
  • Competitors may be cheaper or technically better
  • Familiarity and trust influence purchasing decisions
  • Customers sometimes buy because they want the creator to win

“The more people know, like and trust you, there's a higher likelihood of them becoming a customer because they relate to you like no one…”

Jasmine Star · 16:39

“Imagine somebody will want to buy what you're selling because of a direct connection to you or your team.”

Jasmine Star · 17:54
#trust#differentiation#customer loyalty#personal brand

Story· 1

Story10:45

When a Spiritual Meme Outperformed the Posts That Took Hours

A creator felt discouraged when a light spiritual-enlightenment meme outperformed the thoughtful posts into which she had poured substantial effort. Jasmine interpreted the result as evidence that the audience found the meme easier to identify with and share, not as proof that the deeper work had no value.

  • Effort does not guarantee audience response
  • People share content that helps them self-identify
  • Humor can make a sensitive topic socially accessible
  • Unexpected winners reveal useful audience language

“Your audience just spoke to you.”

Jasmine Star · 11:34

“They are self identifying with the content you're putting out”

Jasmine Star · 11:42
#memes#self-identification#audience feedback#content strategy

Takeaway· 2

Takeaway01:07

Why Business Brands Still Need Human Faces

A company does not need to become a personal brand to show people in its content. Jasmine recommends periodically featuring founders, team members, customers, or combinations of them so audiences can connect with the humans behind the screen.

  • Business brands can remain company-led while showing real people
  • Faces reportedly perform better in social photographs
  • Small businesses can feature a person roughly every nine to twelve posts
  • Team and customer images make an otherwise impersonal brand more relatable

“They perform 64% better”

Jasmine Star · 01:37

“your audience can engage with those people behind the screen.”

Jasmine Star · 02:00
#business brands#social media#visual content#human connection
Takeaway24:02

Turn an Unrelated Personal Interest Into a Brand Differentiator

A personal interest becomes useful business content when it is connected creatively to professional expertise or customer participation. Jasmine illustrates this with a realtor painting a property's view, a fitness expert sharing a recipe, and an accountant organizing a walking challenge.

  • Personal interests can create distinctive professional content
  • The strongest combinations retain a connection to the business
  • A shared activity can build community around the brand
  • Differentiation comes from the person applying the skill, not vanity metrics

“What makes you unique as a business owner is one of the most powerful things you possess.”

Jasmine Star · 24:05

“The thing that makes your business as a powerful, unique point of demarcation is what makes you you.”

Jasmine Star · 24:20
#differentiation#community#brand story#creative content