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The new era of corporate communication: humanisation, closeness, and authenticity
3 October 2024
What does a global financial institution like Banco Santander and an emerging streetwear brand like Nude Project have in common? Seemingly, very little. However, upon closer inspection, both companies have understood something essential for success in the digital age: the importance of their leaders’ presence on social media and adapting their communication to connect with increasingly demanding and diverse audiences.
On one hand, Banco Santander has transformed its approach, placing its executives at the heart of its communication strategy to foster open and transparent dialogues with its audience. The president, Ana Botín, is a clear example: active on platforms like Instagram, LinkedIn, and X, she not only speaks about finance but also about sustainability, gender equality, and globally relevant topics.
On the other hand, Nude Project has taken advantage of media closer to a younger, more digital audience, gaining visibility through its podcast. Through this format, the founders share their vision, creative processes, and challenges, managing to authentically connect with a community that values closeness and transparency.
In short, two companies from very different sectors have learned the same lesson: corporate communication has changed, and it’s time to wake up. Previously, a good press release, a major event, or a controlled appearance in traditional media would suffice. But nowadays, if you are not in the right place at the right time (yes, we are talking about Instagram, TikTok, and other platforms), you don’t exist. Brands have had to quickly learn that the audience no longer waits for messages to come to them; they want to interact with them.
Gone are the days when your bank would send you letters to communicate with you. Now they “send” you a post on LinkedIn with their corporate updates in real-time, from sustainability reports to messages about technological innovation. Like it or not, this is the present.
But it’s not just about being present; it’s about knowing how to tell a story, connect emotionally, and, above all, understanding that the audience seeks authenticity—something that can be achieved in various ways.
Reels and TikTok: platforms defining the future of communication.
If there is something that has radically changed how companies communicate with their audiences, it’s the rise of Reels and TikTok. What initially seemed like a space reserved for short, entertaining, and unpretentious videos has become an accelerator for the closeness and authenticity of today’s corporate communication. It’s now a vital tool for brands of all kinds, from large corporations to small businesses.
Traditional sector brands have found innovative ways to harness these platforms. The Washington Post, one of the oldest and most prestigious media outlets in the United States, has broken new ground with its TikTok account. Rather than sticking to posting serious news, they’ve developed humorous and educational content that mocks the news cycle, often using viral trends and audio. The result has been a much closer connection with younger audiences, who now see the publication not only as a serious source of information but also as an accessible brand in tune with digital culture.
@washingtonpost The Carmellas investigate: how rich each candidate is compared with the average American. 🇺🇸 Based on reporting by Rachel Lerman, Julie Zauzmer Weil, Emma Kumer and Clara Ence Morse.
♬ original sound – We are a newspaper. – We are a newspaper.
However, not all brands have opted for a humorous tone. Companies like Acciona are using Reels and TikTok not only as marketing tools but also as key platforms for attracting talent. Through innovative and dynamic content, they showcase their corporate culture, the benefits of working with them, and the professional opportunities they offer. This strategy not only helps them position themselves as one of the most attractive employers in their sector but also directly connects them with younger generations who are looking for companies with values that align with their own interests.
@acciona_official Si todos vuelven… ¿Cómo no iba a volver el programa #AcademyACCIONA? Aprovecha el verano en España para empezar tu carrera profesional en la que descubrirás tu futuro laboral 👩💻 #jobs #empleo
The lesson behind these examples is clear: Reels and TikTok have enabled companies to establish a direct dialogue with the public, leaving behind rigid and controlled messages. Today, what the audience values most is authenticity, transparency, and real-time interaction. These platforms have been crucial for brands to connect with their audience in a more emotional, educational, and entertaining way, which not only increases engagement but also improves the perception and trust in brands.
The power of internal ambassadors.
In the era of transparency and authenticity, employees are no longer hidden behind brands but have become the best ambassadors for companies. Employee Advocacy is an increasingly popular strategy where employees become the most authentic and effective voices of the company, sharing their experiences, achievements, and daily life on platforms like LinkedIn or even TikTok.
The most innovative companies have understood that audiences seek humanity in brands. They don’t just want to hear what the company has to say about itself; they want to know what those behind the big decisions think. This is where Employee Advocacy plays a key role: by putting their employees at the forefront of communication, brands humanise their image, gain credibility, and increase their reach. Who better to tell the story of a company than those who work in it every day?
A great example of this trend is Repsol. Through LinkedIn, their employees share stories about their personal challenges and achievements within the work environment, which not only creates a more genuine connection with the audience but also promotes greater trust in the brand. Additionally, content generated by employees has a much wider reach, as it is shared across their own networks, multiplying the visibility of the company without relying solely on traditional corporate channels.
But the power of advocacy isn’t limited to large corporations. Startups and younger companies are also discovering the value of empowering their employees to become digital ambassadors. In a world where authenticity is the new currency, employee-generated content brings a credibility that even the most elaborate advertisement cannot match. For brands, it’s an opportunity to showcase their more human and real side—something increasingly valued by younger generations.
From podcasts to branded content: the essential conversation.
In the new era of corporate communication, quality content is the fundamental pillar, and podcasts have emerged as a powerful tool for connecting with audiences without the limitations of shorter formats. Podcasts allow deep conversations to be generated, relationships to be built, and real value to be offered to listeners. They also feature collaborations with third parties, amplifying the chance to capture new audiences and gain visibility.
As we mentioned earlier, a perfect example of how podcasts can transform a brand’s visibility is the case of Nude Project. The young streetwear company has used its own podcast as a platform to speak directly with its audience, sharing stories about its journey, the culture surrounding the brand, and the challenges they face as entrepreneurs. They also include interviews with various business leaders, conversations that provide a broader perspective on entrepreneurship, industry trends, and the challenges faced by both emerging and established brands. This approach not only inspires the audience with practical advice and leadership lessons but also helps build a loyal and engaged community. It has also positioned the founders as approachable and accessible leaders, which resonates genuinely with younger generations.
@nudeprojectpodcast “Como juveniles somos más espectaculares que Goiko” 🍔 #podcast #comida #fastfood #burger CoFundador de Vicio habla claro | Nude Project Podcast
On the other hand, global brands like Toyota are also using podcasts as part of their communication strategy. The automotive company has launched several episodes under the title “Rumbo Zero,” in which they address crucial topics for the future of mobility, such as sustainability, renewable energy, and the transition to cleaner transport. It’s not just about vehicles; they present interviews with experts and leaders in technology and sustainability, positioning the brand as a leader in innovation and environmental commitment. This allows them to connect with an audience interested in the future of mobility and the environment while reinforcing their leadership image in the transition to a more sustainable transport model.
Without a doubt, the success of this format lies in the emotional connection established through conversations, and these companies have shown that, beyond selling a product, what really matters is the story they tell and how they communicate it. This builds trust and loyalty with their audience.
From influencers to experts: how KOLs and micro-influencers are transforming brand communication.
Finally, we come to influencer marketing, a strategy that continues to evolve. Gone are the days when it was enough to pay a celebrity to pose with a product. Now, consumers seek specialised opinion leaders who truly master their field. This is where KOLs (Key Opinion Leaders) come in: experts in specific niches who, thanks to their knowledge and credibility, can have a much greater impact than a traditional influencer.
In Spain, companies from various sectors are betting heavily on this type of collaboration. For instance, Santalucía has incorporated profiles like that of Social Mario, an influencer specialising in the field of economics and finance, who shares educational content about his areas of expertise while effectively integrating Santalucía’s products into his messages. These synergies not only help promote the brand’s services but also provide valuable information to consumers, creating a genuine connection with the audience.
@santalucia_seguros @Social Mario | Dinero explica qué tienes que tener en cuenta a la hora de empezar a invertir 💰 #SacaPartidoATuSeguro
But it’s not just the big experts in the spotlight. More and more brands are betting on micro-influencers as ambassadors. Decathlon, for example, has integrated micro-influencers into its communication strategy, collaborating with passionate enthusiasts from various sports who share their experiences with the brand’s products. This authentic and close connection allows the brand to reach more segmented audiences and foster trust, highlighting not only the quality of their products but also the community around them.
@decathlon_espana ¡Listos para vivir #LaVueltaLikeAPro @decathlones 🤜🤛@diegovos__ 🚴! Pero antes de la etapa toca equiparse #LikeAPro como el equipo @decathlonag2rlamondiale.
What you brand really needs.
Ultimately, the future of corporate communication is not just about adapting to new formats but knowing how to use them to create genuine connections. As Ana Botín has demonstrated, social media and new forms of communication are no longer optional—they are a necessity for any brand that wants to survive in an increasingly digital and demanding world. So, are you ready to adapt?
