Because people aren't just hiring a company. They're hiring someone they feel comfortable with and trust. You don't have to become a social media personality, but occasionally showing your face and a little of your personality helps make that connection.

I'm more comfortable behind the camera

I've spent more than 20 years photographing other people, so I'm much more comfortable behind the camera than in front of it.

But there's value in letting customers see the person behind a small business. You don't have to post selfies every day. A little goes a long way.

The personal connection is your advantage

One of the biggest advantages small businesses have is the personal connection.

When people see your face and get a sense of your personality, you're not just another business in their search results. You're a real person. That familiarity can make someone more comfortable reaching out.

What Google says about photos of you and your team

Google's tips for Business Profile photos say team photos "present a more personal side of your establishment."

Google also suggests you "Show yourself and any staff to highlight your personalities and give potential clients a feel for what you're like."

And Google says photos should "represent reality," with no significant alterations or excessive use of filters or AI. Real beats perfect.

What Meta says about original content

Meta says "Content filmed or produced directly by a creator or owner of a Profile or Page is considered original content on Facebook." Facebook also says it prioritizes original content in Feed and Reels recommendations.

Instagram encourages people to post original content to get the best reach and distribution.

A photo of you at work is about as original as it gets.

Easy ways to show up without becoming a personality

  • Post a photo of yourself working, not posing.
  • Share why you started your business.
  • Answer a question customers often ask, in your own words.
  • Introduce a team member and what they do.
  • Add photos of yourself and your team to your Google Business Profile.
  • If you're comfortable on video, try a short clip answering one question.

Need more ideas? I share 20 of them in what to post when nothing new is happening.

Sound like you, too

Your words are part of your personality. If you use AI to help write posts, edit them until they sound like you. I explain how I do that in how to use AI for social media without sounding fake.

And don't judge these posts by likes alone. The real test is whether people reach out, which I cover in what to measure on social media instead of likes.

Sources

All sources were checked on October 23, 2026.