Front & Center: Showing Your Face On Social Media

Photo by Roberto Nickson on Unsplash

I recently watched an intriguing Netflix documentary called Inside the Mind of a Dog. The title led me to expect a typical, feel-good film about animals, but I was pleasantly surprised it was a well-made movie. The documentary featured excellent interviews, compelling stories about people with disabilities bonding with their pups, and it was narrated by none other than Rob Lowe.

One fascinating takeaway from the film was the discovery that dogs have evolved from their wolf ancestors to use the whites of their eyes—called the sclera—to better connect with humans. Think about those classic "puppy dog eyes," the dopey expressions that turn us into puddles. It’s not just the cuteness; it’s their eyes showing off the sclera, a trait specifically evolved to foster connection with us.

This got me thinking about a post I recently made on LinkedIn, where I encouraged business owners to show their faces on their social media accounts. Many people I encounter would much rather stay behind the scenes than step in front of a camera, and I totally get it. The vulnerability of being seen by thousands, hundreds, or even just a few dozen people can be daunting.

But here’s the thing: at this point in history, it’s absolutely critical that business owners and organization leaders regularly show their faces on social media. The point of social media is to connect. Connection is the foundation of trust, and trust builds credibility.

Show me that sclera.

When you show your face on social media, you’re doing more than just putting a face to a brand—you’re humanizing your business. In a world where automation and AI are becoming more prevalent, people crave authenticity. They want to know there’s a real person behind the products and services they’re investing in. You are quite literally showing your sclera to other humans, and drawing them in to connect, empathize, and celebrate with you.

This sense of personal connection can be the deciding factor for someone choosing between you and a faceless competitor.

I see you.

Transparency is a buzzword in today’s business world, and for good reason. Consumers are more informed and more skeptical than ever before. They want to know who they’re doing business with, and they want to feel confident that they can trust you. By showing your face, you’re offering a form of transparency that goes beyond just words. It’s a visual confirmation that you stand behind your brand and are willing to be held accountable.

In addition to building trust, showing your face also helps with brand recall. People are more likely to remember your business if they can associate it with a real person. This is especially important in service-based industries where the relationship between provider and client is crucial.

Smile for the camera!

I understand that the idea of being on camera can be intimidating. The thought of being judged or scrutinized can trigger anxiety. But remember, social media isn’t about perfection; it’s about connection. People don’t expect you to look like a movie star or deliver a flawless performance. In fact, the more authentic and relatable you are, the more effective your social media presence will be.

Start small. If going live or posting a video feels overwhelming, begin with a simple photo. Share a picture of yourself at work, a behind-the-scenes shot of your process, or even a candid moment that shows your personality. Gradually, as you become more comfortable, you can start experimenting with videos, whether it’s sharing tips, answering customer questions, or just talking about your day.

Show, don’t tell.

One of the most powerful ways to connect with your audience is through storytelling. When you share your personal experiences, challenges, and successes, you’re not just promoting your business—you’re building a narrative that people can relate to. And when you tell these stories with your face and voice, the impact is even greater.

Your story is unique, and it’s one of the most valuable assets you have as a business owner. Whether it’s the story of how you started your business, the lessons you’ve learned along the way, or the passion that drives you, sharing these insights helps people feel more connected to you and your brand.

In today’s digital world, showing your face on social media is no longer optional—it’s essential. It’s about more than just visibility. People want to do business with people, not faceless entities. Not AI. By putting yourself out there, you’re not only enhancing your brand’s credibility, but you’re also making it easier for your audience to relate to you, trust you, and ultimately, choose you.

So, the next time you’re hesitating to step in front of the camera, remember this: Your face is your brand’s most powerful tool for connection. You are already a natural!