Why Do Corporate Posts Get Less Engagement Than Personal Stories?

Ever wondered why your company's LinkedIn posts often get overshadowed by personal stories? You're not alone. Many businesses struggle to understand why their corporate content gets less attention than personal stories from employees.

LinkedIn shows us that storytelling is key to grabbing attention. While corporate posts are important for sharing info, they often miss the personal touch. This is what makes content engagement so powerful.

Key Takeaways

• Corporate posts often lack the personal touch that drives engagement.

• Personal stories on LinkedIn tend to resonate more with users.

• Effective LinkedIn storytelling can boost content engagement.

• Understanding the disparity in engagement is crucial for businesses.

• Employees' personal stories can be a valuable asset for companies.

The Engagement Gap on Social Media

The gap in engagement between corporate and personal content on social media is interesting. Businesses spend a lot on social media marketing. Yet, their content often doesn't connect with people as much as personal stories do.

The Data Behind Low Corporate Engagement

Research shows corporate content gets less engagement than personal posts. This is because corporate messages often lack emotional connection and authenticity. For example, on LinkedIn, personal posts get more likes, comments, and shares than company pages.

The Rise of Personal Storytelling on LinkedIn

Personal stories are becoming more popular on LinkedIn. People share their work experiences, achievements, and setbacks. This focus on personal and relatable content has made authenticity key. Personal stories connect better with the audience, leading to more engagement.

By learning about the differences between corporate and personal content, businesses can close the engagement gap on social media.

Why Do Corporate Posts Get Less Engagement Than Personal Stories?

Corporate posts often find it hard to get as much attention as personal stories on LinkedIn. This is because of several important reasons. These reasons affect how people see and react to content.

1) Authenticity vs. Corporate Speak

One big reason is the difference between authentic storytelling and corporate language. Personal stories are usually more real and relatable. On the other hand, corporate posts can seem too perfect and lack a personal touch. To close this gap, companies should make their content more authentic.

• Use a friendly tone

• Share real stories from employees

• Show both the challenges and wins of the company

2) The Missing Emotional Connection

Another key point is the emotional connection that personal stories bring. Corporate posts often miss out on creating feelings, making them less memorable. To boost engagement, businesses should try to connect emotionally with their audience through LinkedIn storytelling.

The Psychology Behind Content Engagement

Exploring the psychology of content engagement reveals why corporate and personal content differ. Our brains react differently to various types of information. Understanding these differences is crucial for creating engaging content.

When we hear a story, our brains release dopamine. This chemical is linked to pleasure and reward. It makes stories more memorable and engaging than corporate messages.

How Our Brains Process Stories vs. Corporate Messaging?

Stories have a special power to grab our attention by creating an emotional connection. Unlike corporate messages, which focus on facts, stories touch our emotions. This makes the content more relatable and shareable.

Content Type	Brain's Response	Engagement Level
Stories	Dopamine release	High
Corporate Messaging	Limited emotional response	Low

What Are The Trust Factors in Digital Communication?

Trust is vital in digital communication. A study found that

"Trust is the foundation upon which the success of any business is built, specially in the digital age."

Personal stories and behind-the-scenes content build trust by making a brand seem more human.

Key trust factors include authenticity, transparency, and consistency. Adding these to your content strategy can create a loyal audience that engages with your brand.

Common Pitfalls in Corporate Content Strategy

Many corporate strategies on LinkedIn fail because of common mistakes. Companies often find it hard to make content that people want to see. This leads to low engagement and less visibility.

There are several mistakes that can ruin a content strategy. Knowing these mistakes is key to making good content.

1. Overbranding and Self-Promotion

Overbranding and self-promotion are big mistakes. When content is too promotional, it can seem fake or spammy. This can push people away. It's better to focus on giving value to your audience.

2. Lack of Human Element

Another mistake is not adding a human element to your content. People like content that feels real and personal. Sharing employee stories or behind-the-scenes looks can make your brand more relatable.

3. Risk Aversion and Approval Processes

Risk aversion and long approval processes can also hurt your content. It's important to keep your brand consistent, but being too careful can make your content boring. Making your approval process faster can help you stay current and engaging.

Bridging the Gap: Humanizing Your Corporate Content

To make your corporate content more engaging, focus on a human-centric approach. This way, you can connect your corporate messages with personal stories. This makes your content more relatable and real.

Here are some strategies to help:

• Employee Advocacy Programs

• Leadership Storytelling Strategies

• Behind-the-Scenes Content That Resonates

1- Employee Advocacy Programs

Employee advocacy programs let your staff share company news on their LinkedIn profiles. This boosts your reach and adds authenticity to your content. A study found that employee-shared content gets 8 times more engagement than brand accounts.

2- Leadership Storytelling Strategies

Leadership storytelling shares personal stories and successes through your leaders. It makes your brand more relatable and emotional. For example, Microsoft's CEO Satya Nadella is known for his empathetic leadership, which shows in the company's stories.

"The best way to predict the future is to invent it." - Alan Kay

This quote shows the value of innovation and forward-thinking in storytelling.

3- Behind-the-Scenes Content That Resonates

Sharing behind-the-scenes content lets your audience see how your company works. This could include sneak peeks, employee spotlights, or company events. Such content makes your brand more human and relatable.

Content Type	Engagement Level	Authenticity
Corporate Posts	Low	Low
Personal Stories	High	High
Behind-the-Scenes	Medium	Medium

By using these strategies, you can make your corporate content more engaging, authentic, and relatable. This bridges the gap between corporate and personal content.

LinkedIn Storytelling Techniques for Canadian Businesses

Creating an emotional connection with your audience is key for Canadian businesses on LinkedIn. By telling stories that speak to your audience, you can boost your content engagement.

Here are some storytelling techniques Canadian businesses can use on LinkedIn:

• The Hero's Journey in Business Context

The Hero's Journey is a great way to share customer success stories or your company's growth. It frames your challenges and wins in a compelling way, grabbing your audience's attention.

• Customer Success Stories That Convert

Sharing how your products or services helped customers is powerful. These stories should show the problems your customers faced, how you solved them, and the results they got.

• Problem-Solution Narratives for Your Industry

Canadian businesses can also be seen as industry leaders by using problem-solution narratives. By tackling common issues with new solutions, you build trust and credibility with your audience.

Storytelling Technique	Description	Benefits
The Hero's Journey	A narrative structure for customer or company stories	Engaging, relatable content
Customer Success Stories	Real-life examples of product/service impact	Increased credibility, conversions
Problem-Solution Narratives	Addressing industry pain points with solutions	Establishes thought leadership, trust

When to Partner with a LinkedIn-Specialized Agency?

If your corporate posts don't get the engagement you want, it's time to think about a LinkedIn-specialized agency. As a business owner or marketing pro, you know how hard it is to make your LinkedIn content pop. Even with a good plan, sometimes things just don't work out.

Knowing when to ask for help is key. A LinkedIn-specialized agency, like EXEED Digitals, can offer new ideas, deep knowledge, and experience. We can help you tackle your content problems.

• Signs Your Content Strategy Needs Professional Help

There are signs that show you might need professional help with your content strategy. These include:

• Low engagement rates even when you post often

• Struggling to make content that speaks to your audience

• Not having a clear plan for your content

• Not having enough time, people, or skills to manage your LinkedIn content well

If you're facing any of these issues, it's time to look for experts who can help.

• What to Look for in a Social Media Partner

When choosing a LinkedIn-specialized agency, look for certain things. Make sure they:

1. Have a history of success with LinkedIn content

2. Really get your industry and audience

3. Offer a wide range of services, like creating content, planning strategies, and reporting

4. Can show you examples of their past work

With the right agency, you can make your LinkedIn content better. This will help you reach your business goals.

Conclusion: Balancing Brand Voice with Authentic Storytelling

The secret to boosting LinkedIn engagement is finding the right mix of your brand voice and real stories. Using LinkedIn storytelling in your content can connect you emotionally with your audience. This leads to more meaningful interactions and a loyal community.

To get there, focus on showing the human side of your business. Use employee stories, leadership tales, and behind-the-scenes looks to make your brand relatable. This builds trust and credibility, boosting engagement.

By making your LinkedIn content more personal and touching, you can close the gap between corporate posts and personal stories. As you improve your LinkedIn storytelling, you'll connect better with your audience and meet your business goals.

FAQ

What is the main reason corporate posts get less engagement than personal stories on LinkedIn?

Corporate posts often lack emotional connection and authenticity. This makes them less relatable to audiences.

How can businesses humanize their corporate content on LinkedIn?

Businesses can make their content more human by using employee advocacy and leadership stories. Sharing behind-the-scenes content also helps connect with the audience.

What are some common pitfalls in corporate content strategy that lead to low engagement?

Common mistakes include too much branding and self-promotion. Not adding a human touch and long approval processes also hurt engagement.

When should a business consider partnering with a LinkedIn-specialized agency?

A business should think about working with a LinkedIn agency if it struggles to create engaging content. If it lacks expertise or needs help boosting its online presence, it's time to consider an agency.

What are some effective LinkedIn storytelling techniques for businesses?

Good techniques include using the hero's journey in business stories. Sharing customer success stories and creating problem-solution narratives are also effective. These methods help build emotional connections with the audience.

How does emotional connection impact content engagement on LinkedIn?

Emotional connection greatly affects engagement. It makes content more relatable and memorable. This leads to higher engagement rates and a stronger audience connection.