Why do some people show fancy cars, expensive trips, and champagne drinking escapades on social media to promote their services and business?

In a recent conversation with a business-owner they expressed that seeing this online gave them a ‘yuck’ feeling. They felt it didn’t resonate with them - it seemed self-serving and egotistical.

However, this person’s social media looked successful. A decent following, strong consistent engagement and business seemed to be flying.

The question to me was “Do I have to do the same to have success on social media?”

The answer – “NO!”

And I’m dubbing this – ‘the mirror theory’.

Telling the brand story is easy (if the right content is available).

Adding value to the dream buyer/audience creates a beautiful relationship. The brand offers something of value that the consumer loves.

Lifestyle imagery and content is the personality of the brand. Clear cut images are boring (yes, there is a place for them), but they don't yell 'relationship', or 'I can see myself doing this with this product/service'.

When creating lifestyle content, have a think about what the audience likes to do, where they hang out, what they care about and show imagery that speaks to those interests.