News

The importance of human-driven content

8th October 2024

In today’s social world, AI creeps up on everything. It’s great for maximizing efficiency, but when over-relied on it can make your content feel impersonal. And with so much technology being thrown at content, we often forget to reveal who is behind the brand and what they stand for.  

So let this be your reminder: human-driven content is the best content you can make. The use of AI was a new, exciting thing a few years ago, and naturally people took it to level up the quality and professionalism behind their content. Things took on a sleeker, polished aesthetic. And whilst this was effective for a while, now that people are accustomed to technology it’s starting to fall flat.  

 And why? Because it’s not human. Whilst technology is great for crafting that perfect look, you’re delivering it to an imperfect audience. The message is no longer resonating because it’s not a message your audience finds relatable. It’s easy to get carried away with AI in your content – we don’t blame you! But here are some tips for ensuring your content, particularly your social media presence, stays authentic and personal: 

People connect with people – not robots.  

When you use AI for writing all your copy, or crafting all your visuals, it becomes something people can’t naturally align with. Even if your paragraph seems personable and friendly, one word can throw the whole copy off. If it’s not a word people would use in a conversation in real life, it won’t be a word they’d use on social media. So, if you do need some help from AI software, make sure this is heavily looked over and refined. 

 

Let people see who’s behind the content.

Again, human-driven content is all about connecting with people, so don’t be afraid to introduce yourself. Examples such as ‘Founder Spotlight’ and ‘Q&A videos’ can be great for this – it reminds people there is a person, just like them, behind the business.  

 

Honesty is key. 

Whilst scripts can be handy when making video content, a lot of times it can feel staged and over-rehearsed. It’s completely normal to prepare for a talking video, but no one speaks perfectly. There’s been a big increase in people sharing bloopers, or showing they get their words wrong. And that’s great! It doesn’t look unprofessional to make a mistake – it looks human.  

 

Don’t spam your audience with content.  

The beauty of human-driven content is that it is well-crafted and thought out, with its audience in mind. When we use AI, we can produce content much quicker, but this doesn’t mean you need to increase the number of posts you make. You don’t want to flood your audience with multiple different messages a week. It may not expand your reach, but actually deter people away. If it starts to feel like spam, people will unsubscribe.  

 

 It doesn’t end after you hit post. 

A lot of times creators spend ages on human-driven content, only to barely interact with it when it’s out there. You have to keep engaging with your community, reminding them that you’re there. Make sure to interact with others’ content as well! This could be starting conversations in comments, liking or even sharing their work. Either way, people will start to notice.  

 

Overall, it’s so important to stay committed to authenticity. When you relate to your audience, you can’t go much wrong.  

Human-driven content is not limited to social media, but also interacts with PR. To learn more about honesty in PR, check out Leigh-Ann’s blog: Why you should spill the beans to your PR agency. 

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About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.

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