Social Media Is Killing Your Brand Voice (But You Can Take It Back)
Let’s go ahead and call it what it is:
Social media is loud.
Everybody’s trying to be a content creator.
Every post is a trending audio.
Every brand is copying the next brand that copied a bigger brand.
And somewhere in that chaos…
your brand voice got lost.
You went from sounding like you to sounding like someone who’s just trying to “keep up.”
Let’s talk about why that’s a problem—and what to do about it.
What Is Brand Voice (And Why Should You Care)?
Brand voice is the tone, personality, and language your business uses when speaking to your audience. It’s how you build trust, stand out, and get remembered.
Not your logo.
Not your reel transitions.
Not your follower count.
It’s the way you say what you say that makes people feel like, “Oh yeah… this is the one for me.”
If your voice is inconsistent or copy-paste, your audience is going to scroll right past.
Not because you're not talented — but because you're not being memorable.
Here's How Social Media Is Ruining It for You
1. You're copying trends, not communicating value
Let’s be honest. You saw that one viral video format work for someone else and thought, “Let me try it.”
Except… it didn’t work the same for you.
Why?
Because your audience doesn’t follow you to hear you imitate someone else.
They follow you because they want your take, your voice, and your story.
Trends are tools — not strategies.
2. You’re performing instead of connecting
When your content starts sounding like a commercial, or worse — a bunch of generic one-liners — you lose the human element.
No one wants to feel like they’re being sold to every time they scroll past your page.
They want to feel like they're listening to someone who gets it.
Your brand voice is how you say “I see you” without having to shout it.
3. You're afraid to say the wrong thing so you say nothing
Let me guess:
You watered down your captions so much trying to be “professional” that now you sound like ChatGPT pre-coffee.
And don’t get me started on the people-pleasing.
If you’re so worried about ruffling feathers that your voice starts sounding like elevator music, your dream clients are gonna skip you. Not because you’re not good — but because they couldn’t feel anything.
Here's How You Fix It
1. Get clear on your actual brand voice
Ask yourself:
If your brand was a person, how would it talk?
What phrases do you always say?
What pisses you off in your industry that you’re not talking about?
What do your real clients say back to you after working with you?
If your captions sound nothing like your actual voice on Zoom, start over.
2. Write like you're talking to one person, not an audience
Forget “Dear Followers.”
Think: “My ideal client just texted me, panicking about her content again. How would I respond?”
That’s your brand voice.
That’s what sells.
3. Stop chasing engagement. Start building connection.
If you're only posting what you think will get views, you're gonna end up exhausted, burnt out, and mad at the algorithm.
But when you post in your own voice, people start following you for you.
Not the trending audio. Not the aesthetic.
You.
And that’s what makes your brand sustainable.
