With every share, like, hashtag, comment or follow, social media users are actively engaging with your content. To maximize this, be yourself. Be approachable, honest and real. Talk directly and honestly to your customers and they’ll reward you with their loyalty.

Throughout this list of social media best practices, you will notice a common theme: Consumers prefer to follow and buy from brands that seem authentic. According to The Sprout Social Index™, 34% of consumers like to see posts highlighting their brand’s personality.

When you humanise your content, you build emotional connections with your followers. A recent Sprout survey of 300 marketers found that 77% of consumers are more likely to increase their spending with brands they feel connected to, up from 57% in 2018.