Featured image by Keira Burton

In today’s crowded digital landscape, where brands compete for likes, clicks, and conversions, the real differentiator isn’t just eye-catching visuals or clever hashtags; it’s empathy. Social media communities thrive when brands stop broadcasting and start truly connecting. At its core, empathy is the ability to understand and share the feelings of another. When applied to social media marketing, it becomes the foundation for trust, loyalty, and genuine engagement.

While many strategies aim to increase reach or improve ROI, those that prioritize empathy foster deeper relationships that last. A Motista study showed that customers emotionally connected to brands have a 306% higher lifetime value (5.1 years) than satisfied customers (3.4 years). 

Empathy transforms a brand’s presence from transactional to relational, building a sense of belonging among its followers. It turns one-time buyers into lifelong advocates and casual followers into community contributors. Let’s explore why empathy matters and how brands can lead with it to grow authentic, engaged online communities.

 

Why Empathy Matters in Social Media

The best social media strategies aren’t just about clever posts or staying consistent. They’re about truly understanding people. Empathy lets brands move past generic marketing labels to see their audience members as real humans with unique stories, experiences, and feelings. When you genuinely get who your followers are, your content doesn’t just fill a feed; it speaks directly to their hearts.

Marketing with empathy builds more than just trust. Empathy creates real emotional connections. It shows your brand is paying attention, cares deeply, and responds thoughtfully. When people feel genuinely seen and appreciated, they don’t just scroll past; they engage, share, and become part of something bigger. Even simple actions like answering a comment or sharing a story become powerful moments that weave your community tighter together.

 

How Empathy Shows Up in Community Building

So how exactly does empathy translate into action on social media? Here are four practical ways it shows up in successful community-building:

 

1. Social Listening and Responsiveness

Empathetic brands don’t just monitor what’s being said about them, they listen with the intent to understand. Whether it’s a question in the comments, a product complaint in the DMs, or a trending topic your audience is discussing, how you respond matters.

Brands like Wendy’s and Netflix, though very different in tone, both demonstrate active listening in ways that resonate with their communities. Wendy’s is well-known for its humorous and sharp replies on X, where it engages directly with followers and even competitors using wit and personality. This tone matches its audience and keeps people coming back for the brand’s authentic voice. Netflix, on the other hand, uses meme-style content and pop culture references to connect with fans, often replying to comments about shows or fan theories in a way that shows they’re truly tuned in.

These brands succeed not just because they’re funny or trendy, but because their replies are relevant, consistent, and rooted in a deep understanding of their audience. They show they’re not just paying attention, they’re invested in the conversation. Want to learn more on this topic? Read the NISM blog Social Listening for Strategic Planning.

 

2. Welcoming Content and Tone

Empathy also means making space for everyone. Your audience comes from diverse backgrounds and experiences, and your content should reflect that. Thoughtful language, varied representation in visuals, and avoiding assumptions all signal that your brand is a space where people feel welcome.

Brands that use a warm, accessible tone create a sense of community that feels more like a friend than a business. It invites people in instead of pushing them away with corporate jargon.

 

3. Storytelling and User-Generated Content

Empathetic marketing lets the community be the hero of the story. Highlighting customer testimonials, sharing user-generated content, or featuring audience stories shows that you value their voice. It also builds trust—people are more likely to engage with real stories from others like them than from branded messaging alone. In fact, “84% of consumers say they trust peer recommendations above all other sources of advertising.”

This form of empathy turns your platform into a stage for your audience. You’re not just speaking to them; you’re celebrating them. 

 

4. Navigating Difficult Moments with Grace

Crises, mistakes, and cultural moments all require empathetic handling. Brands that acknowledge pain, take responsibility, and show genuine care are far more likely to retain and grow their community.

An honest apology or a transparent statement can go a long way. Trying to ignore the backlash or respond defensively only deepens the divide. Empathy allows brands to remain human, even when things don’t go perfectly. 

 

Platform-Specific Empathy in Action

While empathy is a universal principle, how you express it can vary depending on the platform:

• Instagram: Use authentic captions and behind-the-scenes content that reflect your brand’s real people and moments. Polls and questions in Stories invite followers to share their thoughts, making them feel heard.
  

• LinkedIn: Celebrate your community’s achievements. Commenting with encouragement, sharing user posts, or tagging people in value-driven discussions reinforces that your brand sees and supports its network.

• TikTok: Empathetic content here often looks raw and unscripted. Brands that perform well on TikTok embrace humor, vulnerability, and relatability, qualities that connect emotionally with audiences.

On every platform, empathy means being tuned in to the norms of the space and the expectations of your audience.

 

Brand Examples: Empathy Done Right

Some brands stand out for consistently putting empathy into practice:

• Chewy is a great example of a brand that leads with heart. They are known for handwritten notes, custom pet portraits, and even sending flowers to customers who’ve lost a pet. Their support team responds quickly and with compassion, turning everyday transactions into memorable moments. Learn more about their incredible empathy marketing here.
  

• Dove’s social presence is rooted in compassion and empowerment. Their campaigns often focus on building self-esteem and promoting body confidence. Dove uses its platforms to share authentic voices and real-life stories, reinforcing that beauty and worth go beyond the surface. Their thoughtful tone and consistent messaging have helped them build a deeply loyal and emotionally connected community. Learn more about their “Real Beauty” campaign here. 

These brands demonstrate that empathy isn’t about being perfect—it’s about showing up consistently with care and understanding.

 

Tips for Infusing Empathy into Your Social Strategy

Ready to bring more empathy into your brand’s online presence? Here are a few ways to start:

• Conduct regular audience audits to understand who you’re speaking to and what they care about
• Use “you”-centered language to make content feel personal and relevant
• Train your team on tone, voice, and how to respond with emotional intelligence
• Ask your audience questions, listen to their answers, and act on them
• Celebrate milestones, shout out community members, and create space for shared experiences

The goal is to make your followers feel seen, valued, and part of something bigger than themselves.

 

Conclusion

In a fast-paced world of trends and algorithms, empathy is the constant that helps brands stand out and stay connected. It’s not just a buzzword—it’s a long-term strategy for building real relationships with your audience.

When empathy drives your social media marketing, your brand becomes more than just a business; it becomes a meaningful part of your audience’s online experience. And that kind of connection? It’s what turns followers into fans, and campaigns into communities.

 

Author Bio:

Alexis Barth is a freelance marketer originally from Kearney, Nebraska, now based in Ohio. She earned her degree in marketing from Cedarville University and launched her own marketing company, REAL Marketing, during her senior year in 2024. Specializing in social media management and strategy, she works with a variety of clients to help them grow their presence and connect with the right audiences. She was a past intern with the National Institute for Social Media, where she began working toward her Social Media Strategist certification. She believes great marketing is really just about understanding people—and making the right connections that leave everyone better off.