I'm late to the party on this, but Humans of New York, a blog featuring quotes and images from real people in New York, is one of the most powerful uses of social media I've ever seen. Humans of New York does a beautiful job at instantly creating an emotional connection that keeps you captivated, touches you at your core and makes you think about the world differently. As a marketer we strive to find an emotional connection with our customer. We talk insights, archetypes, drivers, but very rarely do we achieve a connection like Humans of New York does with each and every post. I'm a firm believer in looking at what works and how you can adapt it for your business. So let's break it down.
The social content of Humans of New York works because...
- It's real and easy to relate to. They don't feature super models, they celebrate the average joes. For a moment that guy on the corner becomes a superstar.
- It's vulnerable. They touch on topics that aren't always easy - from one man expressing his loneliness because no one will approach him since he's overweight to another woman talking about how she feels like a failure because she went from honor student to bartender.
- They know what matters. The writer can take what may be a 30-minute conversation and grab that one sentence that hits home. They don't try to cram the whole story in, they get right to the good stuff.
- They create community. By posting these real life situations - both struggles and joys - they open the door for conversation. The comments that follow are just as engaging as the post itself, and quite often uplifting. There's something about pointing out we're all "humans" that seems to put people in a happy, helpful space.
I'm sure I could come up with ten more reasons but for now, see if you can take these lessons and apply them to your social content. In the meantime follow Humans of New York on Facebook and Twitter. Guarantee it will change your day.