Social media is an incredibly powerful tool for connecting with your audience, building relationships, and developing your brand. But one question that often comes up, especially for early-stage social media managers, is this: How personal is too personal on social media? Where exactly is the line?
This topic was sparked by a question from one of my mentoring clients, who was wondering whether she should share more personal details alongside her business posts. It’s a common dilemma for those of us navigating the social media landscape—we want to connect with our audience but may hesitate to share too much personal information.
Balancing Personal and Professional on Social Media
Finding the right balance between personal and professional content on social media can be challenging. I recently had a humorous encounter that made me think about this balance even more. Earlier this year, a guy I went on a few dates with discovered my podcast on his own. It became an ongoing joke that if he listened to the first episode, he’d know my entire life story. Of course, that wasn’t entirely true, but it did make me reflect on what I choose to share online.
When you’re considering how personal to get on social media, the first piece of advice I have is to ask yourself whether you’re building a personal brand or a business brand. This distinction can also be helpful when posting for your social media management clients.
Personal Brand vs. Business Brand
A personal brand is one where you, as an individual, are the face and personality behind the brand—think Jenna Kutcher or Gary Vaynerchuk. On the other hand, a business brand is more focused on the product or service rather than a specific individual. Brands like American Eagle, Starbucks, and Lululemon fall into this category, where the CEO or founder isn’t front and center, and the social pages are less personalized.
If you have a business brand, it’s still important to infuse some personal content into your social media strategy. Research shows that incorporating human faces into social media content significantly improves performance. Even with a business brand, including photos of you, your team, or your customers (user-generated content) can create a stronger connection with your audience.
Tips for Sharing Personal Content as a Personal Brand
When it comes to personal brands, there isn’t a strict line on how personal you can get—it’s up to you. However, here are a few tips to help you decide what to share and what to keep private.
Ask Yourself: What Do You Want to Be Known For?
While authenticity is key, not every personal detail needs to be shared. For instance, when I was planning my first podcast episode, a close friend asked if I was sure about discussing my experience of being cheated on. While that might be too personal for some, for me, it’s a significant part of my story and the reason I started my business. Sharing it allowed me to connect with others who’ve had similar experiences. So before sharing anything personal, ask yourself if it’s relevant to your brand and if you’re comfortable with it.
Consider How You Want Your Audience to Feel
How do you want your audience to feel after hearing your story? For example, I shared my experience of booking a one-way ticket and starting my business because I wanted to inspire others. Think about the impact your story will have on your audience and whether it aligns with how you want them to perceive you.
Evaluate Whether Your Content Moves Your Message Forward
Before posting something personal, ask if it moves your message forward and if you’re sharing it for genuine reasons. Authenticity is fantastic, but it should be genuine and purposeful, not just for engagement. If your content feels forced or doesn’t resonate with your brand, it might come across as inauthentic.
The Risks of Oversharing
While being authentic is important, there’s a fine line between authenticity and oversharing. For example, I once came across an influencer who publicly aired the details of her messy divorce, involving her children in the content. While some supported her, many comments criticized her for sharing too much and involving her kids. Oversharing can backfire, potentially damaging your brand and alienating your audience.
Gauging Audience Response to Personal Content
As you share personal content, pay attention to how your audience responds. Not everyone needs to be as open as a reality TV star to build a successful brand. Instead, focus on sharing what you’re comfortable with, what aligns with your brand, and what your audience enjoys and engages with.
Final Thoughts on Personal Content
As you navigate the decision of what to share on social media, remember that the most important thing is whether you’re truly comfortable sharing it, whether it will move your message forward, and whether it’s something your audience can relate to. If you’re unsure, take a day or two to think it over before hitting publish.
Episode Links + Resources
Ready to start your social media management business & go full-time? I’m thrilled to announce that The Tropical Social Accelerator is relaunching as a course plus group coaching program in August! This program is perfect for new and aspiring social media managers who want to:
Build a standout online brand
Create a marketing strategy that converts
Live the laptop lifestyle of their dreams
Join the TSA Waitlist HERE to be the first to know about the launch and receive a special discount exclusive to waitlisters!
Start with The Tropical Social’s Most Popular Episodes
New Episodes every Tuesday!
The Tropical Social Podcast
Your go-to podcast for social media managers, freelancers, and service providers who want to stand out online and build a brand that lasts.
Whether you're dreaming of working from anywhere, building a business that supports your lifestyle, or simply wanting your marketing to finally click, The Tropical Social Podcast is here to help you make it happen.
Through honest conversations, actionable tips, and behind-the-scenes insights, host Shannon Segall shares the tools you need to grow a personal brand, attract aligned clients, and market yourself without burning out.
