In times of saturated feeds and interchangeable brand appearances, visibility alone is no guarantee of success on social media. It is the people who transform visibility into relevance. Corporate influencers and thought leaders not only give brands character but also provide credibility, expertise, and sustainable relationships—when they act authentically and strategically. This is where BREITETIEFE comes in.

In a digital world where every brand has a stage on social media, it's not just the brand name that determines a profile's success—it’s the people behind it who make the difference. Social media is more than just a platform for advertising or reach. It is where brands can profile themselves through interaction and personality and build real relationships. This way, users can identify with brands.

Successful brands on social media have one thing in common: they harness the power of people. Instead of anonymous logos, employees, leaders, customers, or partners are at the center of the content. Corporate influencers—people from the company who act as authentic brand ambassadors—give the brand a face and make expertise tangible.

Corporate influencers go a step further than just appearing in content on traditional company profiles: they share content, insights, and knowledge about their company, brand, industry topics, or current trends on their own social media profiles—mainly on LinkedIn. Their messages are personal, credible, authentic, and reach new target groups through their own network. At the same time, the company can use these posts and repost them through their own channels—creating a sustainable, reciprocal boost in reach.

Important: Corporate influencers should be able to live this role with conviction and joy—and receive time and support from their employer for it. This is not just a leisure activity, but a strategic component of modern communication and brand management. Clearly defined guidelines and a sensible structure facilitate work. However, strict restrictions and narrow guidelines dampen credibility and enjoyment. Corporate influencers need freedom when posting—without complicated approval processes. A designated contact person in the company and regular exchange are essential to recognize and tackle topics and challenges early together.

Corporate influencers share insights, experiences, and personal perspectives that ensure credibility, identification, and sustainable reach. Users identify most easily with real personalities and stories, not abstract brand messages. Values, characteristics, and expressions become tangible and trust is built. As a result, users feel seen and understood, recognize themselves in actions or beliefs, and build a deeper connection to the brand.

Thought leaders go a step further than corporate influencers. A thought leader becomes the first point of contact—a thought leader when it comes to industry knowledge and insights. Thought leaders enjoy high trust, credibility, and expert status. 

Besides lived approachability, thought leadership is a strategic success factor. Those who become visible as experts and thought leaders in their field share knowledge, provide impulses, and reveal new perspectives—and position themselves and their brand as credible authorities. Thought leaders also stimulate discussions and address various perspectives. Thought leadership on social media arises through regular, well-founded sharing of insights, practical tips, current trends, and innovative solutions. What's crucial: authenticity, timeliness, and correctness. Only those who transparently show what they stand for and honestly provide insights can build trust and establish themselves as a relevant authority long-term.

Social media thrives on interaction. People follow people and seek dialogue, not rigid counterparts. This means for brands: anyone who wants real engagement must engage in dialogue—open, personal, and proactive. The more human and tangible a brand communicates, the more likely users will become part of the community. A well-thought-out, authentic, and well-maintained community management is essential. Space for exchange, quick responses, appreciative listening, and honest answers form the foundation of a strong presence. This way, users feel seen and heard, which also increases interaction and bonding.