When creating content for social media, many businesses fall into the trap of speaking in the third person or defaulting to “we.” While it may feel professional, it actually creates distance between your brand and your audience.
Social media isn’t about corporate statements—it’s about connection.
Why “We” Doesn’t Work
Using “we” in your content makes it sound like your business is talking at your audience, not with them. Social media is a personal space, and people scroll through their feeds to connect with other people, not faceless companies.
Think about it: would you rather read a post that says—
- “We are excited to announce our new service.”or
- “I can’t wait to show you this new service—it’s going to make your life easier.”
The second version immediately feels more human, relatable, and engaging.
Make It About
Them
Instead of using “we,” flip the focus toward your audience. Use “you,” and speak directly to them. Social content should read like a conversation, not a press release.
Examples:
❌ “We are offering a discount this weekend.”
✅ “You can save 20% this weekend—don’t miss out!”
❌ “We launched a new feature.”
✅ “You’ll love this new feature—it saves you time with just one click.”
Social Media = Personal Media
Remember: people don’t follow brands for formal updates—they follow because they want content that feels personal, useful, or entertaining. By using a more direct, conversational tone, your content will blend naturally into their feeds and feel more authentic.
At the end of the day, social media is not about what we want to say—it’s about what you want to hear.
DMM 