Module 2: Amplifying Authentic Engagement Through Influence Unit 3: Authentic Attributes of Thought Leaders
food, and clothing. Instagram viewers get to see the painstaking work that went into the project. What’s more is that those knowing Pastor Matt as the man behind the pulpit get to see his personal side as well. This humanization provides an opportunity for audiences to see you as one of them. Showing your home life especially has an appeal to those who often see you through the lens of a well-scripted studio production. Wath how Instagram fitness sensation, Chalene Johnson, takes us into her home amidst the chaos of preparing for a video take. Instead of seeing her as the intense fitness instructor, we see her more personal side.
IMPERFECT
Being imperfect means revealing what’s behind the curtain. Audiences have an innate desire to relate to others. One way to show the authentic side of you, your business, and your team is to reveal what’s behind the curtain with scenes of:
Work involved in preparing an event or meeting a tight deadline
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Your personal life
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The lighter side of your brand
Working behind the scenes allows audiences to see the people behind the brand, often front-line personnel who devote their own personal time. While producing events, audiences often witness the dedication and pride that everyday contributors have toward the brand. Even the moments of frustration provide an opportunity to humanize to expose your imperfections. Watch how Pastor Matt Baker does this very effectively when taking us behind the scenes of a major Church undertaking. Two buses outfitted as a mobile shelter underwent a massive transformation to accommodate the homeless with showers,
Last, J. Crew is not well known for displaying a personal side. But their “Crazy Colors” video exceeded 1M views by showing the brand’s lighter side.
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