Social media has completely shifted the way people connect with brands. The old school approach of polished statements, PR-style captions and one-way messaging just doesn’t work anymore. People aren’t scrolling through their feeds hoping to read another corporate line, they’re looking for real voices and real conversations.
Why the corporate tone fails
The problem with the corporate voice is that it feels distant. It’s all about control and image, and none of it feels human. Social media isn’t about being perfect, it’s about being relatable. If your posts sound like they’ve been signed off by a boardroom before they go live, people will scroll straight past.
Audiences want honesty, humour and humanity. They’d rather see a brand show some personality, even if it’s a bit rough around the edges, than sit through another lifeless announcement.
What works instead
Brands that win online sound like people, not press offices. They chat in the comments, they lean into trends without forcing it, and they aren’t afraid to show a bit of personality. Think less “formal update” and more “conversation starter”.
Here’s what that looks like in practice:
Drop the jargon – no one talks like that in real life, so why should your brand?
Talk with, not at – treat comments like conversations, not customer service tickets.
Be consistent – find a tone that feels authentic to your brand and stick with it.
Show personality – a little humour or honesty goes a long way.
Where BLAKOUT fits in
This is exactly why we approach branded content differently. At BLAKOUT we take the creative strategy that brands need, but deliver it in a way that feels alive and authentic. We make content that doesn’t sound like it’s been rinsed through ten approval layers, it sounds like something you’d actually want to engage with on your feed.
The takeaway
The corporate voice had its moment, but that moment has gone. Social media today is about connection, not control. If your brand sounds too polished, too distant, or too stiff, people will ignore you. But if you can sound human, creative and real, you’ll not only get attention, you’ll actually keep it.
And that’s what makes the difference between brands people scroll past, and brands people follow.