It probably comes as no surprise that one third of all respondents in a consumer study run by Hubspot said that social media makes them “feel awful” or close to it. In a world where everyone and their grandma has a strong opinion – and a Facebook page – posts about current events and news are ubiquitous.
62% of US adults are getting their news through social media. These news articles are primarily being shared on Facebook. In fact, Facebook is the favored source of 66% of all adults who consume news primarily through social media.
Given the current political and social climate, many of these news stories tend to be negative. In contrast, respondents said that positive content from friends and family can provide an escape from negative news stories. Non-news posts made by family and friends are familiar to the viewer; they make them feel at home and less unsettled by the goings-on in the news.
So, how can your brand stand out among the negative posts and unpleasant emotions associated with Facebook? The key lies in identifying why people are drawn to your brand. What positives can you bring to their life? Be familiar, like the posts they see from friends and family. Have a cohesive brand voice and be conversational with your audience. Keep your content upbeat, and even if posting about something unpleasant (ie a hurricane), stick to the positive impacts your brand is making (ie, donating to the Red Cross).
If you keep things upbeat and familiar, you’ll begin to stand out from all the negatives and keep people happy to view your content.