Ask Buffer – Should I Post Personal Content to My Business Account?

Q: I am curious if you think I should share your personal life on social media. I have seen so many influencers post details about their lives. My small business is my face so I am unsure if I should share my personal posts (kids and pets, daily life, etc.) on my business account or keep it separate.

Influencers often build their businesses around their lives. Therefore, many of them share everything on social media, from brand collaborations to videos of home renovations.

It’s different for small-business owners. While you may be the face and sole defining factor of the company, you are not the only one. Your business accounts should be dedicated to business in most cases.

This doesn’t mean that you should be completely removed from the conversation. You can build a more relatable and authentic brand by including personal content that is relevant to your business.

Your audience, industry and goals will determine the approach you choose. Take a look at the following:

• What extent does my personal image affect my business? What personal image do I want to project on my business?
• Is there a overlap between my personal brand, and my business brand?
• What are my customers looking for in my business account and in my personal account? Are they very similar?
• What is the value of sharing personal updates with my business audience

Let’s look at a few scenarios that might be possible based on the answers you have given.

The Personal Brand that has become a Business

• What extent does my personal image affect my business? Does my business rely on me? It depends on a lot, and that’s okay with me.
• Is there a overlap between my personal brand and my business brand? Yes.
• What are my customers looking for in my business account and my personal accounts? Are they very similar? They are somewhat similar.
• Do personal updates have any value to my business audience? Yes.

Your business could be an extension of your personal brand. Maybe you are a fitness enthusiast who opened a boutique gym or you manage a community for parents. This is a category you and your friends belong to.

Your personal brand and your business will likely share similar audiences. While they may look for slightly different things on different accounts than you, they are used to seeing the person as the face and voice of the company.

You can build trust and authenticity by being present on social media for your company. This will help you add a human touch to your work. Your business is not just another business. It’s a product or service that has a story and a person behind it.

You’ll still want to keep your content relevant to your business. These are some ideas for founders who want to incorporate their personal lives into a business account.

• Share business trips and events that are related to your product/service. A recent photo on Mara Hoffman’s Instagram shows the founder at a beach. Because she is wearing one of the company’s suits and tying her experiences back to the brand, it works.

• Film behind-the-scenes content. Golde, the founder of wellness food company Golde, recently shared a casual look at a photoshoot. This can help customers feel more invested in how the company’s products are made.

• Display your pet or child at work. Sonshine Baths was founded by Tuanieha Simms after she couldn’t find the right skincare product for her son. Sonshine regularly features him on its Instagram, but even personal posts are connected to the business.

The Standalone Business

• What extent does my personal image affect my business? What personal image do I want to see in my business? They should be separate.
• Is there a overlap between my business and personal brands? It’s not.
• What are my customers looking for in my business account? Are they very similar? They are looking for different things.
• Do personal updates have any value to my business audience? Rarely.

Your business and you are distinct entities in this instance. There is little overlap between the audience and your personal brand.

Instead of letting your personality shine through, create a brand that is distinct from your business. Use a unique voice and personality to create a brand.

Your presence is still welcome, provided it directly links to your work.

These are some examples of content that keeps the focus on the business.

• Tell us about your founder story. Shawn Askinosie, who had previously worked in a variety of fields, brought his daughter with him to Askinosie Chocolate. While most of the social media activity is focused on chocolate, Askinosie shares his inspiring origin story.

• Share how you use your product to make a sale.
  

• Make a teaser video about a new product. Although Farmgirl Flowers’ social media accounts are more about their flowers than their founders, she does make an appearance here to showcase one of their Thanksgiving arrangements.

For All Businesses

Keep in mind that someone is following you business account to find out more about your company. Think about what your followers want and how your company can help them. It will be easier to determine what content is most relevant if you think of your brand as a persona.

If in doubt, consider the following:

1. Is this relevant to my company?
2. What will my audience think?
3. Does it represent my business?

Remember, your audience is your best indicator. Are they more interested in personal posts or are they more likely to scroll by? You can monitor your metrics and adjust your strategy based on what content your audience is most interested in.