[WEBINAR] (Re)mettre l’humain au cœur de sa stratégie social media en 2026

Metricool France

501 views • 24 days ago

Video Summary

This video discusses the importance of humanizing social media strategies in 2026, moving beyond purely algorithmic content to foster genuine connections. It highlights how the rise of AI has led to audience skepticism, necessitating a focus on authenticity, proximity, and emotional engagement. The speakers emphasize that while AI can optimize processes, it cannot replace the human touch in content creation and community interaction. A key takeaway is that brands should focus on their "why"—their values and purpose—rather than just the "what" of their products, as this resonates more deeply with audiences.

An interesting fact presented is that content perceived as "homemade" or simple can often perform better than highly produced content, due to the audience's search for authenticity and human connection. The discussion also touches upon the evolving role of social media managers, who are increasingly seen as brand ambassadors and community builders rather than just content schedulers.

Short Highlights

AI tools are efficient for content generation and planning but can lead to standardized, impersonal content.
Audiences increasingly seek proximity, sincerity, and human engagement on social media, not just information or entertainment.
Brands should focus on their "why"—values, purpose, and vision—rather than solely on product features to build deeper connections.
The role of a social media manager is evolving into that of a brand ambassador, focusing on human interaction and empathy.
Authentic, "homemade" content, relatable references, and genuine community interaction are key to standing out in 2026.

Key Details

The Impact of AI and Evolving Audience Expectations [03:02]

The proliferation of AI in content creation has led to a significant increase in standardized content, diminishing the "human" element.
An example of an AI influencer, "Lil Miquela," highlighted how AI could convincingly mimic reality, leading to audience mistrust.
In contrast, authentic, imperfect content, exemplified by a celebrity appearing with a mask, signals a shift towards realness.
Audiences are now seeking proximity, sincerity, and genuine human connection on social media, beyond just information and entertainment.
This shift emphasizes the importance of "community love" to differentiate brands in 2026.

"L'âme c'est important dans un contenu des posts qui vont être qui vont être très intéressants mais qui vont pas être du tout en rapport avec la cible."

Strategies for Humanizing Social Media [06:12]

Brands can humanize their presence by "giving a face" (showing people), using their voice (authentic speaking style), or embodying personality (understanding and adapting to audience codes and trends).
Visuals, including faces and even showcasing the process of creation, can contribute to a human connection.
Voice-overs are an effective way to convey personality and intimacy, similar to podcasts.
The example of Le Roi Merlin renaming their account to "Joe's fan account" after a celebrity mention demonstrated a brilliant, real-time, audience-driven marketing tactic.
This shows a brand's ability to listen, react, and engage authentically with its community.

"Le côté humain en fait qui va le comprendre et qui va savoir ce qui est bon."

Shifting from "What" to "Why" in Strategy [09:30]

Historically, social media strategies focused on the "what" of a product: features, benefits, and price.
Modern strategies must pivot to the "why": the brand's values, purpose, vision, and the human element behind the product's creation.
This approach builds deeper loyalty, as consumers often buy into a brand's values rather than just the product itself.
Examples like Nike and Back Market illustrate how brand conviction and values drive purchasing decisions.

"C'est vraiment les valeurs qui vont faire la différence et sur les réseaux, c'est quelque chose qui peut être totalement montré constamment."

The Evolving Role of the Social Media Manager [12:03]

Social media should be viewed as a social space, not just an extension of customer service or sales.
Algorithms now prioritize content that generates engagement, such as posts encouraging sharing, comments, and debates.
The social media manager's role is shifting from a "slash" (advisor, salesperson) to a human ambassador for the brand.
This ambassador embodies the brand's voice, personality, and values, offering empathetic and authentic interactions that AI cannot replicate.
Effective engagement involves using humor, references, sincerity, and empathy, tailored to the brand's identity.

"Ce que ne sait pas faire Lia, c'est des commentaires drôles, authentiques et empathiques."

Content Strategies for Authenticity and Connection [20:32]

Brands should think like content creators, embracing transparency, humor, and a fresh tone to connect with audiences.
Content that feels "homemade," simple, and spontaneous often performs better than overly polished productions.
Showcasing the team, using phone-shot videos, following trends, and employing user-generated content (UGC) are effective tactics.
Even serious brands can adopt an authentic and empathetic tone, as seen with "Skin and Out," which normalizes acne and discusses mental health.
Reposting customer content and engaging with user experiences builds a sense of community and a "safe place."

"Ça parle directement de toutes les douleurs que peuvent traverser l'audience et pas juste de la problématique de peau en elle-même."

Mastering References and Spontaneity [25:00]

The increasing prevalence of AI necessitates a focus on human differentiation, particularly through cultural references and spontaneity.
Simple, "homemade" content, team spotlights, and trend participation resonate more strongly than overly produced videos.
UGC profiles are valuable for diversity, allowing audiences to see themselves reflected in the brand's content.
Adapting cultural references to specific audiences and platforms is crucial, as global trends may not translate universally.
Spontaneous, imperfect content, even with minor errors, is often preferred over technically perfect but sterile output.

"C'est à partir du moment où la marque s'adapte vraiment à ça et va vraiment venir créer soit soit en créant du contenu, soit dans les commentaires, c'est là où on voit l'humain et c'est un truc que Lia en tout cas pour l'instant n'est pas capable de faire."

Measuring Human-Centric Social Media Performance [32:19]

Key performance indicators for humanized social media include interactions on comments (both on brand posts and external ones), reshares, and genuine conversations (DMs, evolving comment threads).
Engaging comments can significantly boost visibility and attract new followers.
Reshares are a strong indicator of audience recognition and content resonance.
Direct conversations and community interaction signal that the brand is on the right track in building relationships.

"Le commentaire est pertinent. Il y a de grandes chances pour qu'il fasse autant de likes ou d'interaction que celui d'une grande marque."

Adapting Tone and Content Across Platforms and Audiences [41:34]

Short, direct sentences and a clear tone are not exclusive to any single platform; adaptability to the brand, subject matter, and audience is key.
Content length should be dictated by the message and the ability to maintain audience engagement, with long-form content requiring strong hooks.
Brands should consider where their target audience is most receptive and test different approaches.
Even B2B audiences respond to human elements, humor, and relatable references, blurring the lines between B2B and B2C communication.
The core principle is "human talking to human," regardless of the business context.

"La tonalité de la marque dépend vraiment de ce que tu veux. Si tu es pas à l'aise avec l'humour, après c'est même pas obligatoire l'humour. Ça peut être beaucoup de bienveillance et d'écoute seulement."

Faceless Content and Building Connection [45:40]

Content without visible faces (faceless content) can still be effective in humanizing a brand, by showcasing hands creating products, voice-overs, or visual storytelling.
Voice-overs, akin to podcasts, create intimacy and connection without requiring the presenter to be on camera.
Incorporating subtitles that complement rather than perfectly mirror the voice-over can maintain engagement by offering additional layers of information or hooks.
Brands in seemingly "serious" industries, like solar energy or police departments, can still adopt humanized and occasionally humorous tones to connect with their audience.