The Brand as a Guest: How to Be Invited Into Personal Spaces Online

The New Reality of Brand Engagement

Think about this: Every time a brand shows up on social media, it enters someone’s personal space—their phone screen, their downtime, their quiet moments before bed. The device in their hands is more than just a gadget; it’s their window to the world, their entertainment hub, and their source of connection.

So, what happens when brands barge into that space with a loud, pushy sales pitch? Most people will scroll right past, hit “skip,” or, worse, unfollow. But when brands show up like a welcome guest—engaging, inspiring, and relatable—they get invited in.

From Salesperson to Storyteller

The digital landscape has shifted. Traditional marketing told brands to “sell, sell, sell.” But today’s most successful brands don’t just sell—they connect, entertain, and provide value.

Take Nike, for example. Instead of just showcasing products, Nike tells empowering stories. Their campaigns often feature real athletes overcoming challenges, like their “You Can’t Stop Us” campaign, which stitched together footage of athletes worldwide to highlight unity and resilience. The message? Nike isn’t just about selling shoes; it’s about inspiring movement.

In Southeast Asia, Grab has mastered this approach. What started as a ride-hailing app is now an essential part of everyday life, offering food delivery, digital payments, and more. Grab’s social media isn’t filled with promotional clutter—it’s local, relatable, and human. Their content often features real customer stories, funny regional memes, and community-driven initiatives, making them more than just an app—they’re part of the culture.

The Three Types of Brands That Get Invited In

If brands want to be welcomed into people’s personal spaces, they need to show up in one of these three ways:

1. The Storyteller: Brands That Inspire

People love a good story. Whether it’s about overcoming adversity, embracing a new perspective, or celebrating everyday wins, storytelling makes a brand memorable.

💡 Example: AirAsia

AirAsia’s marketing isn’t just about cheap flights—it’s about the joy of travel. Their social content often features inspiring travel stories, breathtaking visuals, and heartfelt messages about reconnecting with loved ones. They make followers feel excited about possibilities, not just promotions.

2. The Entertainer: Brands That Make You Laugh or Feel Something

If your content isn’t useful, it better be entertaining. Humor, nostalgia, and feel-good moments make brands worth following.

💡 Example: Shopee

Shopee, Southeast Asia’s e-commerce giant, understands the power of fun and viral content. From their jingle campaigns (who can forget the Shopee dance craze featuring Cristiano Ronaldo?) to their hilarious meme-based engagement posts, they’ve found ways to make shopping feel entertaining, not transactional.

3. The Problem-Solver: Brands That Provide Value

Some brands earn their place in personal spaces by being genuinely helpful—offering useful tips, expert advice, or innovative solutions.

💡 Example: Lazada & Local Small Businesses

Lazada regularly shares how-to guides, seller success stories, and shopping hacks, providing value to both consumers and businesses. In the same way, smaller brands in Southeast Asia, like Indonesia’s Tokopedia, have built trust by offering education on smart shopping, financial literacy

How to Make People Enjoy Your Company (as a Brand)

To be the brand people actually want in their personal space, consider these key strategies:

1. Stop Talking at People. Start Talking with Them.

Social media is not a billboard—it’s a conversation. Ask questions, encourage participation, and make your audience feel heard.

🚀 Try This: Instead of just posting product updates, ask your audience something fun: “What’s the one thing you always forget to pack when you travel?” (Great for a luggage or travel brand!)

2. Be Consistently Relatable & Human.

People don’t engage with faceless corporations; they engage with personalities.

🚀 Try This: Use local slang, share behind-the-scenes moments, and highlight real customers. Brands like Milo Philippines do this well by sharing nostalgic moments of childhood sports, instantly striking a chord with their audience.

3. Offer Something of Value—Without Always Selling.

Not every post should be an ad. Sometimes, the best way to sell is not to sell at all.

🚀 Try This: If you’re a skincare brand, share tips on dealing with humidity in tropical climates. If you’re a fitness brand, post short, practical at-home workout ideas. Build trust first—sales will follow.

Final Thought: Be the Brand People Love to See

Millions of brands are vying for attention online, but the ones that truly get invited in are the ones that inspire, entertain, and provide real value. Be the brand that feels like great company—because when people enjoy your presence, they’ll be happy to welcome you back, again and again.

Are you ready to make your brand the one people look forward to seeing?