Name: The End of Marketing
Rating: 3.7 (210 reviews)
Author: Carlos Gil

People buy from people, not faceless brands. To succeed on social media, your brand must feel human.

The rise of social media has fundamentally changed how people make purchasing decisions. Traditional marketing, with its aggressive "buy now" messaging, no longer resonates with audiences. Instead, people are more likely to trust recommendations from friends, family, or influencers they follow online. This shift has made it essential for brands to rethink their approach.

Rather than focusing on direct sales pitches, brands should aim to spark conversations about their products. Social media provides a platform for this, allowing businesses to connect with customers in a more personal and engaging way. The key is to create content that encourages people to talk about your brand naturally, rather than feeling like they’re being sold to.

Carlos Gil highlights how some of the best marketers he’s encountered use social media to build relationships first. For example, they interact with him across platforms, becoming part of his online life. When the time is right, they subtly recommend their product, making the pitch feel personal and relevant.

Examples

A fitness instructor who responds to a follower’s question about workout tips before recommending their class.
A small business owner who shares relatable stories about their journey, prompting followers to engage.
A brand that encourages user-generated content, like customers sharing photos of their products.

2. Be Human to Stand Out and Drive Engagement

Social media is crowded, and it’s easy for posts to get lost in the noise. To stand out, brands need to sound human. People are more likely to engage with content that feels personal, relatable, and conversational. This means ditching corporate jargon and embracing a more authentic tone.

One effective way to foster engagement is by asking questions. Simple prompts like “What’s your favorite weekend activity?” or “What’s the best book you’ve read this year?” can spark conversations. Once people start responding, it’s important to follow up. Replying to comments, thanking users for their input, and answering questions shows that your brand is listening and values its audience.

Additionally, brands can use direct messages (DMs) and group chats to amplify their reach. For instance, sharing a new post with a group of loyal followers can help it gain traction quickly. Early engagement signals to social media algorithms that the content is worth promoting, increasing its visibility.

Examples

A coffee shop that asks followers to share their favorite drink and responds to each comment.
A clothing brand that creates a group chat for its most loyal customers to share exclusive updates.
A tech company that uses DMs to notify users about a new product launch.

3. Personality is the Key to a Memorable Online Presence

A brand’s personality can make or break its social media success. People are drawn to content that feels genuine and entertaining. Even serious brands can find ways to inject personality into their posts, whether through humor, storytelling, or relatable content.

Take Wendy’s, for example. The fast-food chain has built a reputation for its witty and playful tweets, often poking fun at competitors. This approach not only entertains followers but also reinforces Wendy’s brand identity. On the other hand, more formal brands can focus on educating their audience in a fun and engaging way.

Carlos Gil shares his own experience of building a personal brand during a period of unemployment. By sharing honest and relatable content about his struggles, he connected with people on a deeper level. This authenticity helped him establish himself as a social media expert.

Examples

Wendy’s humorous response to IHOP’s rebranding as “IHOB.”
An insurance company that uses animated videos to explain complex policies in a simple way.
A personal trainer who shares behind-the-scenes glimpses of their daily routine.

4. Engagement Matters More Than Vanity Metrics

It’s tempting to chase after high follower counts or viral posts, but these numbers don’t always translate into meaningful results. What truly matters is engagement – the likes, comments, shares, and conversations that show people are genuinely interested in your content.

Buying followers or using bots to inflate numbers might make your profile look impressive, but it won’t lead to real connections or sales. Instead, focus on building a community of engaged followers who care about your brand. This can be achieved through consistent, high-quality content and active interaction with your audience.

Carlos Gil emphasizes the importance of “return on engagement” (ROE). This metric goes beyond surface-level numbers to measure how well your social media efforts are driving real business outcomes, like customer loyalty and sales.

Examples

A local bakery that creates a Facebook group for its customers to share recipes and baking tips.
A beauty brand that hosts live Q&A sessions to answer followers’ questions about skincare.
A tech startup that uses polls to gather feedback on new product features.

5. Great Storytellers Make the Best Brand Ambassadors

Storytelling is a powerful tool for capturing attention and building trust. Social media personalities like DJ Khaled and Kim Kardashian West excel at this, sharing content that feels authentic and relatable. Their ability to tell compelling stories makes their product recommendations more persuasive.

However, not all influencers are created equal. Many rely on fake followers or engagement tricks that don’t lead to real sales. Instead of focusing on influencers, brands should look for ambassadors – people who genuinely love their products and can share their experiences in an authentic way.

Ambassadors don’t have to be celebrities. They can be everyday people who align with your brand’s values and resonate with your target audience. These individuals can become powerful advocates, helping to humanize your brand and build trust.

Examples

DJ Khaled’s Snapchat posts about his daily life, which seamlessly incorporate product recommendations.
Kim Kardashian West’s limited-time offers for her beauty products, creating a sense of exclusivity.
A small business that features customer testimonials on its Instagram page.

6. Your Employees and Customers Are Your Best Advocates

Your employees and customers already know and love your brand, making them ideal advocates. By encouraging them to share their experiences on social media, you can amplify your reach and build trust with potential customers.

Employee advocacy programs are a great way to get started. Provide your team with resources and guidelines, but let them share content in their own voice. This approach not only humanizes your brand but also boosts employee morale and engagement.

Similarly, engaging with your customers and highlighting their positive experiences can create a sense of community. Responding to reviews, sharing user-generated content, and hosting customer appreciation events are all effective ways to build loyalty.

Examples

A retail chain that encourages employees to share behind-the-scenes photos using a branded hashtag.
A fitness studio that reposts customer transformation stories on its social media accounts.
A software company that features customer success stories in its blog posts.

7. Adapt to Changing Platforms and Trends

Social media is constantly evolving, and brands need to stay flexible to keep up. New platforms like TikTok and Twitch are gaining popularity, while established ones like Facebook continue to change their algorithms and features.

To stay ahead, brands should experiment with emerging platforms and adapt their strategies as needed. This might mean creating short, engaging videos for TikTok or hosting live streams on Twitch. The key is to understand where your audience is spending their time and tailor your content accordingly.

Carlos Gil also highlights the importance of automation tools, like Facebook Messenger bots, for streamlining social media management. However, he cautions against losing the human touch, which remains the most important factor in building connections.

Examples

A fashion brand that uses TikTok to showcase styling tips in short, creative videos.
A gaming company that streams live gameplay sessions on Twitch to engage with fans.
A restaurant that uses Facebook Messenger bots to handle reservations and customer inquiries.

At its core, social media is about connecting with people. Brands that focus solely on pushing out content without engaging with their audience miss the point. To succeed, you need to listen, respond, and build relationships.

This means being present and active on your chosen platforms. Monitor mentions of your brand, even if you’re not tagged, and join conversations where appropriate. Show your audience that you’re not just a logo – you’re a team of real people who care about their needs.

Carlos Gil stresses the importance of being social on social media. This might involve replying to comments, participating in trending topics, or even just sharing a lighthearted meme to brighten someone’s day.

Examples

A travel agency that responds to customer questions about destinations in real-time.
A nonprofit that engages with followers during a Twitter chat about their cause.
A tech brand that shares user-generated content to celebrate its community.

As technology advances, it’s easy to get caught up in the latest tools and trends. But the most successful brands will always be the ones that prioritize the human element. Social media is about people, and brands that forget this risk losing their audience.

Carlos Gil predicts that the role of social media professionals will continue to evolve. Content creators will become more important, and brands will need to bring them in-house to maintain authenticity. At the same time, chief marketing officers may give way to chief digital officers, reflecting the growing importance of digital strategies.

Ultimately, the brands that thrive will be those that stay true to their values and connect with their audience on a personal level. No matter how much technology changes, the human touch will always be the most powerful tool in a marketer’s arsenal.

Examples

A local business that shares heartfelt stories about its impact on the community.
A global brand that uses social media to support social causes and engage with followers.
A startup that highlights the people behind the product, from developers to customer service reps.

Takeaways

Focus on engagement, not follower count. Build a community of people who genuinely care about your brand.
Encourage employees and customers to share their stories. Their authentic voices can humanize your brand.
Stay adaptable. Experiment with new platforms and tools, but never lose the human touch that makes social media so powerful.