Stepping Out of Your Comfort Zone in Social Advertising

How Mature and Larger Companies Miss the Mark on True Social Engagement

If you're a well-established brand, generating sales in the millions—whether $1M, $10M, or even $100M—it's easy to get comfortable with what’s worked before. But in the world of social media advertising, sticking to what you know won't always cut it.

To thrive on platforms like Instagram, TikTok, or X (formerly Twitter),

you’re going to have to step out of your comfort zone and adopt a new mindset.

You may have a solid foundation in traditional advertising, but if you haven’t dived into social media advertising yet, it will be a different ball game. Maybe you've relied on other channels like a strong sales team or traditional media to drive revenue. But social media is a whole new arena—it’s not about one-way communication, it's about building relationships and creating dialogue.

One of the biggest adjustments you’ll need to make? Stop taking yourself too seriously. Social media thrives on authenticity, humor, and relatability. Unlike traditional advertising, where polished and professional is the norm, successful social advertising requires a more casual, approachable tone in your copy and visuals. Audiences want to engage with brands that feel human, not corporate.

In this article, we’ll explore how to navigate this shift and embrace a more relaxed, engaging approach to your social media advertising strategy.

Here’s a breakdown of what many established companies think they should do:

By adopting a more authentic, casual, and engaging approach, established brands can unlock the true potential of social media advertising. It’s not just about being seen—it’s about being part of the conversation and building lasting relationships with your audience.

What Brands Think They Should Do	What Brands Should Do Instead
Maintain a Highly Polished Image Focus on perfectly crafted, professional visuals and messaging, just like traditional media.	Embrace Authenticity Over Perfection Show real, behind-the-scenes content, humanize the brand, and let some imperfections shine to build trust.
Focus on Product Promotion Constantly push products, emphasizing features and benefits as the main message.	Create Content That Sparks Conversation Engage your audience with questions, polls, and interactive posts to foster dialogue, not just product promotion.
Control the Narrative Tightly control every message and image to ensure consistency and maintain brand authority.	Be Flexible and Responsive Adapt to real-time conversations, respond to comments, and adjust content based on feedback for a more dynamic and engaging presence.
Replicate Traditional Success Assume that what worked in TV commercials or print ads will work on social media.	Let Go of Complete Control Encourage user-generated content, leverage influencers, and let your audience help co-create your brand story.
Stick to Serious Branding Maintain a corporate, professional tone to preserve brand reputation.	Lighten Up the Tone Be casual, inject humor, and show personality—don’t be afraid to be playful and relatable.
Prioritize Authority Position the brand as the expert with authoritative content that highlights industry leadership.	Prioritize Relatability Over Authority Focus on being relatable by sharing customer stories and everyday uses of your products that resonate with your audience.

Real World Example: Medical Device Company

Here is what you can do for a brand that takes itself very seriously.  They sell medical devices directly to the consumer.  If you know the answer to the question you can figure out what industry they are in.

What not to do	Effective	Very Courageous

Ok, you have concerns! Let's take a look at what is happening.  You have posted on social media before, haven’t you.  What are those pictures like?  Do you scrap the background and crop yourself onto some stock imagery?  No, you look natural (you might put on your best makeup but you just take the picture).  

That is why the first image is problematic.  Instagram is a social platform.  This image is out of place.  You are talking down to your audience.

Additionally, the text is just informing someone.  There is no engagement.  You read it and move on.

The second image is more engaging.  It is asking a question.  You are playing a little game with your audience.  Isn’t that more social?  Would it not be better to throw a question like that at a networking event.  Would it not be more likely to start a conversation?  That is your goal on Social.

Now the third one… It is daring.  You might feel it is ridiculous.  After all, you are a serious marketing executive or business owner.  But bear with me.  I can prove that it is engaging.   Look at them again and where does your eye stick?  It only took a fraction of a second!  That is how much time you got to connect with a Social Media User..  Unless you are willing to make that bold move, Social might not be best for you.

Incorporating this type of interactive content into your social media strategy can transform how you engage with your audience, making your brand more relatable and approachable. So, don’t hesitate to think outside the box—create that “Who Wants to Be a Millionaire?” moment, and watch your audience engage like never before!

Want more Examples?  Checkout “Examples of Good and Bad Social Posts”.

Should I be worried about Harming my Brand Image

Yes, that is a fair question.  But there is a way to test that.  I have rambled off enough here, so let’s continue the conversation in our next article, “Managing Risk in Social Media Bold Content”.

Conclusion

To thrive in social media advertising, established brands must move beyond traditional, polished campaigns and embrace a more authentic, engaging, and relatable approach. By prioritizing conversation, flexibility, and humor, brands can connect more deeply with their audience and foster lasting relationships. Whether through interactive content like a “Who Wants to Be a Millionaire?”-style quiz or by letting go of rigid control, brands that adapt to the dynamic nature of social media will ultimately see greater engagement and loyalty. Step out of your comfort zone, and let your brand’s personality shine.

Wissam Elgamal