Why People Buy from People, Not Just Brands
Some people show up online with ease. They’re on stories, filming Reels, talking to the camera, showing their face and their work like it’s second nature.
For the rest of us? It can feel awkward. Cringe, even.
But the truth is, people don’t connect with perfection. They connect with people.
And when you run a business, especially as a solo operator or small team, showing up as yourself is often what makes someone choose you over the next option in their search bar.
It’s not about being the loudest
You don’t have to dance on Reels or post a selfie every day. But adding a face, a voice, a tone, something recognisably you - helps people feel like they know who they’re buying from. And in a world where so much feels automated, that’s a huge advantage.
What showing your face can actually do:
Builds trust quickly - people feel like they know who they’re hiring
Makes your content more memorable - we remember faces more than handles
Creates a stronger emotional connection - which often leads to referrals and repeat business
Helps you attract the right people - because they’ve already got a feel for your vibe
If it feels awkward, you’re not alone
Not everyone is naturally comfortable on camera. You don’t have to become an influencer. Start small:
Use a relaxed photo of yourself on your About page or Instagram bio
Share a quick “here’s what I’m working on this week” post
Show a bit of behind-the-scenes in your day
Talk on stories like you’re texting a client
None of it has to be perfect, just real.
The quiet power of being recognisable
When your clients see your face pop up online, hear your voice in your captions, or connect your content with a real human, that matters. It builds familiarity. And familiarity builds trust.
And at the end of the day, people buy from people, not just brands.