On TV, you perform from 10 feet away. On social media, you're inches from someone's face. Brands need to stop acting like they're on stage and start talking like they're in a living room.
I think the biggest problem that brands have right now is relatability, creating content that connects with the user. One way to think about this is looking at a television. So with TV, someone's going to be a good 10 to 12 feet away from the television. So in that environment, you can be a little standoffish, you can be more of a performance. But think about social for a moment or anything like on your phone, it's 6 inches from your face. Maybe it's a foot, but it's a very one-to-one environment. So one way to think about it is be less on a stage when you're creating content and more like in somebody's living room when you're having a one-on-one conversation.
