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The Hispanic consumer can no longer be ignored. Too many opportunities are lost from lack of attention and conversation around reaching this audience. As a Latina, I feel it is an important issue to address. At the root of this problem is a lack of understanding. Why are Hispanics important? What makes us any different? How do we even reach this audience? Let's go one at a time. 

Before getting into the material, let me clarify a few terms. The term Hispanic refers to people who originate from Spanish-speaking countries, while Latino/a indicates Latin-American origins, including countries speaking Portuguese, French and many others. For the sake of simplicity, I will be focusing on Hispanic Americans but some of the material, especially related to culture, can be applied to other Latin American communities.

 

Why are Hispanics important?

According to US census data, by the year 2044 the US population will be majority multicultural. This includes Hispanic Americans, Asian American, African American and more. At the moment 43% of the population is multicultural, that's 143 million people, 65 million of which are Hispanic.

Beyond population, how about the money they bring to the table? Hispanics in the US have a higher buying power than Italy’s GDP. Pretty impressive, right? Additionally, they are dominating in a number of markets such as food, clothes and phone services

On a human level, representation, while not a new conversation, is currently standing at centerstage. People want to see themselves in the media they consume. Seeing one’s self represented creates a bigger emotional impact and attracts attention. Misrepresentation and stereotypical representation is a reality for most minority groups. For Hispanics in particular, we are too often represented as criminals, drug dealers, prostitutes or the loud dramatic best friend but almost never the strong independent main character, or the doctor, engineer, entrepreneur. Slowly things are changing. Salma Hayek recently appeared in Marvel’s, the Eternals, as a guide, leader, and main character. A Netflix show called One Day at a Time follows the story of a Hispanic American family, touching on subjects like mental health, sexuality, and race. Change doesn’t happen overnight and it requires dedication and understanding. Lets play a part in furthering this change. 

What makes Hispanics any different?

There are two factors that differentiate Hispanics from the American consumer: language and culture. These differences are at the root of most difficulties and confusion experienced when trying to reach this audience. Not understanding these differences can lead to mistranslations and misrepresentations which have a negative impact on how people in this community view certain brands.

Language

It is important to recognize that though we as Hispanics share a language, it is not a monoculture. This can be seen through variations in the language itself, food, music, and traditions. As Spanish speakers we have different accents, dialects, and slang depending on our country of origin and even the region within each country. This makes sense if you compare this differentiation to the different British, Australian, and American accents you hear while traveling or watching movies and TV. Even within the US we have slightly different words for things like fizzy drinks; soda, pop, coke, etc.. The Hispanics living in the US come from all 21 Spanish-speaking countries so we have to be careful to use copy that doesn’t have a negative or completely different meaning to a certain country. This is going to require a few minutes of extra research from you team, but it’s worth it to avoid mistakes other brands have made in the past: 

  • To demonstrate their advancements in comforts, American Airlines launched their “Fly in leather” campaign in Latin and Central America. The translation used was “Vuela encuero”, unfortunately in some countries that is translated to “Fly naked” 
  • Similarly, Coors translated their “Turn it loose” campaign to something meaning “suffer from diarrhea” 

It should be noted that for the two examples above, the translations were technically correct word for word, but the teams involved in this did not take into account colloquial meanings and slang not typically recorded in google translate or translation dictionaries. To avoid any miscommunications it is safest to do a little research before finalizing your copy. 

Culture

Culture is the reason why we think and act differently. It dictates what we value and what we look for in our surroundings. A famous social psychologist, Geert Hofstede, developed 6 cultural dimensions, one of which - “individualism” - is particularly important within the context of advertising. The Individualism scale helps define culture by identifying what is valued within the community. Countries with higher scores are categorized as individualistic, meaning they value individual success, personal reward, and personal benefit. While countries on the lower end of the scale are collectivistic, valuing family, group success, and group goals. 

The US is one of the highest scoring countries in the world at 91, signaling individualistic values. Spanish speaking countries, while varying in score, are almost all collectivistic. Research has linked this cultural dimension to how consumers react to different themes within advertisements. 

  • Consumers from individualistic countries react best to themes of autonomy, achievement, personal benefit, and expression of uniqueness.
  • Consumers from collectivistic countries react best to themes of avoiding negative outcomes, maintaining harmony, social connectedness, and fulfilling social roles.

For the Hispanics in the US it is not so simple. Hispanic Americans are on both sides of this scale at the same time. Because of different levels of exposure to both cultures, not all Hispanic American consumers have the same cultural identity. So, how this framework is applied depends on individual experiences. There are three named variations of cultural identity within this area of study; Acculturated, Bicultural, and Unacculturated.

Acculturated

Acculturated Hispanic Americans identify more with American values. For this reason they should respond more to individualistic themes, and the English language. Differing from Americans, however, they would respond well to Hispanic cultural references. This can be something like casting, music, and more. This is especially true today where a lot of people are making a conscious effort to connect to their heritage. In fact, today 66% of Hispanic Americans say “the Spanish language is more important to me today than it was five years ago.”

Bicultural

Bicultural Hispanic Americans have equal levels of the two cultures within them and their identity differs depending on how they negotiate the two cultures in their heads. The more common of the two, integrated biculturals, combine the two cultures and thus will react best to a combination of values, and language. Compartmentalized Biculturals, on the other hand, separate the two cultural identities and thus react best to either American values or Hispanic values.

Unacculturated

Unacculturated Hispanic Americans identify more with Hispanic values meaning they respond best to collectivistic themes, and the Spanish language. This group is very rarely a part of the target for brands, but a portion of this segment can however be reached using the efforts for the two other previously mentioned groups as (comprehension stat). 

It seems that the sweet spot within all the groups is a combination of values, language and culture. Most importantly it highlights the fact that in order to reach Hispanic Americans the material does not necessarily have to be in Spanish. 

Key takeaways 

How do we reach this audience?

1. Knowing your audience: This can help when choosing the best approach. Who are they?

  • Acculturated? Include small nods to the Hispanic culture.
  • Bicultural? Include stronger Hispanic themes like family, and togetherness.
  • Unacculturated? Consider a unique creative concept to execute in Spanish.

If you don’t know, your best bet is to incorporate Hispanic culture or values in some way throughout your content. Remember, at the end of the day, you probably know your target the best so trust your gut. Make sure your Hispanic American audience is a part of the conversation.

2. No direct translation: From all the differences in culture and values, having the same approach for everyone seems to fall short. This is one of the reasons why you should try to avoid direct translation. From the outside this might be seen as lazy or inauthentic and have a negative impact on brand perception. Beyond that, it simply might not have the same emotional impact that the material had in English. This is not a hard and fast rule, direct translation could work in some situations, but what is important is to take time to discuss this deeper rather than make a split second decision. Most consumers are smart, they’ll catch on to your intentions.

Alternative ways to approach this could be tweaking the concept to be more relevant to the Hispanic American audience, then develop it solely in Spanish. Another option is to include a Hispanic perspective in the English material. Think about the statistics about the US population, make content truly representative of that diversity.

3. Double check your Spanish: If you are using Spanish, double check everything. Watch out for colloquial meaning from different countries and common translation mistakes. Some ways that you can do this are consulting native speakers if they are willing, and checking the internet. When consulting the internet be aware that Google Translate will not help the majority of the time, instead try using Urban Dictionary. For example, when looking up the phrase “que lo que,” Google Translate says “what what.” While technically directly translated the words mean “what the what,” this phrase is used in the Dominican Republic as “what’s up?” Urban Dictionary does however pick up the meaning and provides examples of its usage in day to day life. 

The most common translation mistakes come from false cognates. These are words in two languages, in our case English and Spanish, that sound the same but mean something completely different. For example, the words embarrassed and embarazada, while they look the same, the Spanish word translates to pregnant. Not knowing this could lead to some very confused consumers. 

4. A sprinkling of Hispanic culture: Sometimes all that is needed are some small changes to creative. Including elements of Hispanic culture can go a long way, even without any language changes. Making the community feel represented can sometimes be enough to reach the Hispanic audience. If using this approach, watch out for overused stereotypes, and take into account the country by country differences. You might not be able to find a food that every Hispanic would immediately identify with but many would relate with a three generation household or going to a kids birthday party with more adults than kids. There are many small details that can be added beyond casting that will add to the authenticity of the material.  

5. Spanglish: Spanglish is something that most Hispanic Americans can say they use regularly. It is a mix of the language used to optimize how we get something across. Sometimes there just isn’t a word in English for a certain feeling or object and vice versa. Adding this element to advertising material is admittedly tricky to navigate and execute but if done right and in a natural and logical way it could attract the attention of Hispanic Americans engaging with the content. 

6. Be Intentional: All of these approaches have one thing in common: all of them will fail if they are not backed by the right intention. If you try to reach this audience just to reach them it will most likely translate into the work. In order to improve this gap in knowledge we need to make a conscious effort to have conversations, think about decisions, and develop useful practices.

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In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for December 2022. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month.   The Final Report For 2022 When the calendar flips to the month of December, there’s a feeling of reflection that we, as writers of this blog series, feel we must express.  Capturing the top 3 queries from Google’s Daily Trends reporting module is a manual effort and because this effort takes time, our minds need to be focused on these phrases. We can’t escape the pondering of why these keywords were queried in Google.  At the end of the year, our thoughts drift to the wonder of what we learned. Have we learned anything from examining these top keywords? Looking back at the year, we observed behavior that’s similar to past years with little nuances that were unique to 2022.  For instance, people really like searching about sports but this year, the World Cup captivated Google searchers. You’ll learn more about World Cup queries in this report. When famous people die, their name typically becomes a top query of the day. Predictably, queries related to Queen Elizabeth II’s death were on another level in terms of volume. Lastly, the biggest takeaway was the searches for medical conditions.  If there was an announcement of a famous person having a condition, it drove people to search.  For example, when the family of Bruce Willis stated he was stepping back from acting on March 30th, 2022 because of his aphasia diagnosis, it was queried over 10 million times.  Last month, we had another query that fit this particular category, which we’ll examine later on in this post.    Top Phrases of 2022 12th Month The top queries of December 2022 are as follows: Kirstie Alley - 12/5/2022 - 10,000,000+ queries tWitch - 12/14/2022 - 10,000,000+ queries Argentina vs France - 12/17/2022 - 10,000,000+ queries Sadly, the first two are associated with deaths.  Kirstie Alley died on December 5th and the DJ Stephen "tWitch" Boss died on the 13th. The championship match for the World Cup occurred on the 17th and many people were engaged with the game on Google Search. December is for Holidays December is the month for holidays.  Let’s see which ones were searched for the most. Pearl Harbor Day - 12/7/2022 - 500,000+ queries Merry Christmas - 12/24/2022 - 1,000,000+ queries Boxing Day - 12/25/2022 - 200,000+ queries Happy New Year 2023 - 12/30/2022 - 1,000,000+ queries Pearl Harbor Day has been gaining search query popularity over the past two years. We were not surprised to see the query make the daily top 3 last year since it was the 80 year anniversary of the attack.  This year, the query volume for the phrase wasn’t as high as it was in 2021 but it was still enough to make our collection.  The new holiday query for this year was Boxing Day.  In our 4 year records, we never saw this holiday make the list.  2022 changed that. Let’s look at all the available data for this term.     The highest peak occurred in 2019 but slid a bit in 2020. Since then, search interest has been on the rise. Will we see a larger peak for this day after Christmas celebration in the USA in 2023? We will have to see!  Medical Condition Queries As it was stated in the look back at 2022, medical conditions of famous people drive search queries. Stiff person syndrome - 12/8/2022 - 2,000,000+ queries When Celine Dion revealed she was postponing her tour because she had Stiff-Person Syndrome (SPS), the need to know more was satisfied with Google Search. It’s important to know that when it comes to health information, Google is still the place to research. Popular Movies & Shows December 2022 had a few entertainment options that were worth noting: White Lotus - 12/11/2022 - 500,000+ queries Black Adam - 12/16/2022 - 200,000+ queries Emily in Paris - 12/21/2022 - 200,000+ queries Glass Onion - 12/23/2022 - 500,000+ queries The season 2 finale of the HBO TV show, “The White Lotus” aired on December 11th and people wanted to know more.  The Black Adam film was available for streaming on the 16th.  The third season of “Emily in Paris” became available on the 21st and on the 23rd, Glass Onion: A Knives Out Mystery was released on Netflix. In addition to these queries, Amazon announced that it secured the rights to the intellectual property of the Warhammer 40,000 game.  Warhammer - 12/16/2022 - 100,000+ queries Henry Cavill is set to star and serve as an executive producer in future shows and films. Special Elections and Other News The final election of the 2022 midterms was held on the 6th of December.   Georgia Senate Race - 12/6/2022 - 5,000,000+ queries Brittney Griner was released from Russian custody on the 8th after being detained for months. Brittney Griner - 12/8/2022 - 2,000,000+ queries Sorry if you were traveling last month on Southwest Airlines, but you probably know better than most that their canceled flights were a hot topic. Southwest Airlines - 12/26/2022 - 1,000,000+ queries The former pope passed away on the 31st, almost 10 years after resigning from the papacy in 2013. Pope Benedict - 12/31/2022 - 2,000,000+ queries Greta Owned Twitter and Search We’re not sure if you follow the trends on Twitter. We don’t follow them as closely as we do for Google.  Last month, Greta Thunberg traded barbs with the former professional kickboxer Andrew Tate.  The viral exchange eventually led to Tate’s arrest in Romania.  Greta Thunberg - 12/27/2022 - 2,000,000+ queries Greta Thunberg - 12/28/2022 - 500,000+ queries Greta Thunberg - 12/29/2022 - 2,000,000+ queries For three days straight, Greta not only owned Andrew Tate but also Google Search. NFL As usual, sports-related queries made up most of our collection from last month.  We broke up the list into 3 sections; NFL, NBA, and World Cup.  Here is the timeline for teams in December 2022:  Packers - 12/4/2022 - 500,000+ queries Detroit Lions - 12/4/2022 - 500,000+ queries Rams - 12/7/2022 - 500,000+ queries Dallas Cowboys - 12/11/2022 - 1,000,000+ queries Buccaneers - 12/11/2022 - 500,000+ queries Patriots - 12/12/2022 - 500,000+ queries 49ers - 12/15/2022 - 1,000,000+ queries Seahawks - 12/15/2022 - 1,000,000+ queries NFL - 12/17/2022 - 2,000,000+ queries Patriots - 12/18/2022 - 1,000,000+ queries Jacksonville Jaguars - 12/18/2022 - 500,000+ queries Jets - 12/22/2022 - 1,000,000+ queries Dallas Cowboys - 12/23/2022 - 2,000,000+ queries Green Bay Packers - 12/24/2022 - 1,000,000+ queries Raiders - 12/24/2022 - 1,000,000+ queries Chargers - 12/26/2022 - 1,000,000+ queries Dallas Cowboys - 12/28/2022 - 2,000,000+ queries Were people searching because their team won or lost in dramatic fashion?  The answer is both.  Here’s a list of NFL player names that made the list: Deion Sanders - 12/2/2022 - 500,000+ queries Jimmy Garoppolo - 12/4/2022 - 1,000,000+ queries Kyler Murray - 12/12/2022 - 1,000,000+ queries Russell Wilson - 12/25/2022 - 500,000+ queries J.J. Watt - 12/25/2022 - 200,000+ queries J.J. Watt - 12/27/2022 - 500,000+ queries Derek Carr - 12/28/2022 - 500,000+ queries An ex-player took another job (Sanders), a few players got hurt (Garoppolo, Murray), a couple of players didn’t play well (Wilson, Carr), and one player is retiring (Watt). NBA When it comes to American professional sports, the NBA is the second most popular in search interest (next to the NFL).  Did your favorite team/player make the list? Celtics - 12/10/2022 - 200,000+ queries Warriors - 12/14/2022 - 200,000+ queries Knicks - 12/20/2022 - 100,000+ queries Nets - 12/21/2022 - 200,000+ queries Luka Doncic - 12/27/2022 - 500,000+ queries The lone player name (Doncic) scored 60 points on the 27th. World Cup Finally, the World Cup was still the most popular subject this month as it was in November 2022.  Take a look at this timeline!  Can you follow the teams through the matches?   Cameroon vs Brazil - 12/1/2022 - 2,000,000+ queries South Korea vs Portugal - 12/1/2022 - 2,000,000+ queries Costa Rica vs Germany - 12/1/2022 - 2,000,000+ queries Netherlands vs USA - 12/2/2022 - 5,000,000+ queries Argentina vs Australia - 12/2/2022 - 2,000,000+ queries England vs Senegal - 12/3/2022 - 2,000,000+ queries France vs Poland - 12/3/2022 - 1,000,000+ queries England vs Senegal - 12/3/2022 - 1,000,000+ queries Portugal vs Switzerland - 12/5/2022 - 5,000,000+ queries Brazil vs South Korea - 12/5/2022 - 2,000,000+ queries Croatia vs Brazil - 12/8/2022 - 5,000,000+ queries Netherlands vs Argentina - 12/9/2022 - 5,000,000+ queries Morocco vs Portugal - 12/9/2022 - 5,000,000+ queries England vs France - 12/9/2022 - 2,000,000+ queries France vs Morocco - 12/10/2022 - 200,000+ queries Argentina vs Croatia - 12/12/2022 - 5,000,000+ queries France vs Morocco - 12/13/2022 - 5,000,000+ queries Francia vs Marruecos - 12/13/2022 - 200,000+ queries Messi - 12/13/2022 - 200,000+ queries Argentina vs France - 12/14/2022 - 500,000+ queries Croatia vs Morocco - 12/17/2022 - 1,000,000+ queries The championship query is listed in the first section of this report and it received over 10 million queries on the 17th.  Interesting to note that the Spanish version of the France vs Morocco query also made the top 3 of the Daily Trends on the 13th. After the past two months, we have a better understanding of the USA’s interest in the World Cup and the diversity of the audience with a Spanish query making the report. Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services.

Social media is, as 2022 has proved, an ever-changing landscape. Based on trends, consumer insights and cultural shifts, a lot can change very quickly. While social media can be a moving target, and there will be much more to track in the months to come, these are our new year predictions for social media in 2023. Let’s see which ones we’ll still be talking about in December… Twitter & Emerging Platforms It wouldn’t be a 2023 social media forecast if we didn’t start off by mentioning 2022’s Twitter madness. One of the biggest takeaways from the Twitter exodus are the various emerging platforms that have come to life. Mastodon Social, Twitter’s “alternative” has been around for 6+ years which uses servers and allows users to follow topics and other users, similar to Twitter and Reddit. Hive Social is an emerging platform that focuses on the “simplicity” of social media, it's a mix of MySpace (music on your page anyone?!) Instagram (chronological photo posts) and Twitter, ultimately allowing you to express yourself without the pressure associated with social media.  Tumblr has made a big comeback with some users jumping from Twitter to the “microblogging” network.We’ve also seen a reemergence of personal newsletters and blogs/websites. Short Form Video Maintains Power Though we can’t say if Vine will make a comeback, we know that TikTok is not going anywhere. It’s no coincidence that Instagram has leaned heavily into Reels and short form video content in 2022. US adults spend on average 38 minutes watching video on social networks per day in 2022.  There's a few reasons why short form video content has such a grasp on audiences: The versatility (have you seen those clips that stop you in central park and ask what you’re wearing?) Viral audio options (fun opportunities to remix or duet with trending sounds) Gen-Z’s shortened attention span (Gen Z is most likely demographic to skip content—including ads—that doesn’t interest or entertain them) Auto play lowers the barrier of entry for engagement, and makes grabbing the attention of your audience easier. Shoppable Social Closely related to short-form video is social shopping, which will boom in 2023 with almost half of the US population expected to order something they saw on social media in the new year. There are major opportunities in the new year for advertising to get creative and gain the attention of Gen-Z (the generation most likely to shop on social). We’ve seen social media platforms rise to the occasion with Facebook Shop, Facebook Messenger for customer service and purchasing, TikTok adding  more shoppable solutions with new ad units, shopping tab to profiles, and exploring live shopping. Instagram building out their Shop Tab, and the seamless integration of card and shipping information. User reviews and hauls are also leading the movement of social shopping. Live shopping is going to become increasingly popular in 2023, with brands working directly with influencers and creators to produce live unboxings and hauls. A brands’ best bet to strengthen e-commerce on social? Build trust among consumers, focus on customer service and accessibility. What items, if anything, have you purchased on social media in the past year?   User-Facing Content Between the BeReal boom and shoppable social, consumers want products and experiences that are authentic and relatable now more than ever. The era of user-generated content (UGC) is here: Reviews, unboxings, tutorials and product reviews posted on social media have placed consumers in the influencer role. Influencers and content creators know and work towards this strategy, but brands are able to  go a step further with these genuine experiences and reviews by real consumers.    Mixed Media Experiences Content that combines online with real life experiences, which we’ve seen more frequently this year, will really gain momentum in 2023. Mixed media blends two different mediums and in 2022 we’ve seen a lot of interesting mixed media experiences, including: Pinterest launching Shuffles an invite-only collage-making app Burberry partnering with Minecraft to promote a special collection and in-game adventure #BookTok TikTok’s very own book club Concerts in the Metaverse  According to Instagram’s 2023 Trend Report mixed media will rule content creation. The next generation expects their favorite influencers to branch into new forms of media. For example, over 40% of Gen Z followers want to hear podcasts from their favorite social media creators in 2023.   Search Going Social In 2022, it was revealed that younger users are “often turning to apps like Instagram and TikTok instead of Google Search or Maps for discovery purposes.”(TechCrunch) 40% of Gen Z users prefer using TikTok and Instagram for search over Google. Information is shown in a more visually-appealing way on TikTok discovery video versus a plain-old Google search. TikTok videos tend to be quick, human and visually immersive - all factors that urge us to try something new. In 2023 we’re going to see this trend increase as users can find recommendations, local businesses, and store information and hours all through social media. TikTok just began to allow ads to appear in search.There is a lot of opportunity for TikTok and Meta to venture into search advertising and take advantage of these existing behaviors.  Here we go! 2023 is already off and running. What are you most looking forward to seeing on social media in 2023?

Taking a closer look at marketing’s favorite buzzword “Disruption”. “Zeitgeist”. “Thumb-Stopping”. We all have buzzwords that we wish we could tune out. Mine is “authentic” - a word that I’ve described as the corporate equivalent of “moist”. Yet it’s a difficult one to avoid. It seems that every organization, publication, and thought leader can’t get enough of the adjective. Businesses and brands are regularly tasked with the impossible mission of looking, sounding, or just being authentic. And with the new year comes new projects and briefs to chase this intangible goal. Here’s the problem: brands are corporate entities, not people, and have no business trying to be authentic. In fact, most attempts to crack the elusive code of authenticity and “be relatable” often hurt more than help (see: the endless stream of cringey TikToks from tone-deaf brands). I know what you’re thinking. “But look at the legacy of the Dove Real Beauty campaign! The rise of BeReal! Whatever DuoLingo is doing on TikTok!” There is a method to the madness, but it requires a closer look at larger trends.   Chasing an “authentic” human face Ever notice how the term “sellout” doesn’t get thrown around the same way it used to? That’s because the term has shifted from a pejorative to an ideal: 86% of young Americans want to be influencers, a role that comes not only with clout and followers but brand deals and sponsorships. Being chosen as a guest at a corporate event or becoming a brand ambassador has become the ultimate status symbol. Practically, the choice makes sense for both parties. Influencers can monetize their content, while brands gain a human face, an attentive audience, and relatable examples of how their products can be used.  Aside from speaking through influencers, many brands now use their community managers and other employees as human faces for consumers to connect to. A scroll through TikTok shows many branded accounts not speaking about their products or participating in trends, but bemoaning restraints from their legal teams or their constant need to post content. Again, these are people who act as stand-ins for a business. But what if businesses were simply transparent about what they were? In an age where every brand is trying to appear authentic by using internet speak and filming their mascots doing dances, the most radical thing might be to honestly share what your brand stands for or is up to on a day-to-day basis.   It’s okay to not be authentic If you’re reading this, I assume you’re one of Beyoncé’s 278 million Instagram followers, but just in case I can briefly describe her profile. Her grid is populated with stylized glamor shots, usually featuring only herself in designer outfits on sets, in mansions, and on yachts. Her photos rarely have captions and she follows no one. This behavior is a far cry from the mundane “authentic” mirror selfies and pleasant vacation photos posted by our friends. Yet it makes complete sense because Beyoncé is a multimillionaire and the most awarded singer in Grammy history.   Just as Beyoncé’s over-the-top social posts fit with her personal brand and lifestyle, so too can brands craft a presence that tells a story about who they truly are, all while being honest, distinct, and engaging.    Instead of “being authentic”, why not try… Being transparent Give people a look behind the curtain about how things work or the decisions your team is making. Better yet, give them a say in the decision-making process. Being helpful Answer questions or clean up confusion around your products, or teach your audience something genuinely useful to their day-to-day lives.  Being understanding Understand the tensions in your audience’s lives and how you can solve them. Keep a pulse on what’s relevant and valuable to them.