In Defense of Typos: Why Imperfect Content Builds Real Connection

Let’s get this out of the way: yes, I know the difference between your and you’re. I can spot a dangling modifier from 10 paces. But I still post content with the occasional typo.

And I do it on purpose.

Not because I don’t care about quality (I care deeply). But because in the world of digital marketing, perfection is a bottleneck. And “perfect” doesn’t always convert.

Sometimes, the typo is the best thing that could happen to your post.

The Real Reason You’re Scared to Hit Post

If we’re being honest, most of us have at least one unpublished draft sitting in our Canva folders or Google Docs graveyard. It was almost ready, but something felt off. You noticed a misplaced comma. Or you weren’t sure if your hook was good enough. Or you overthought the tone, the image, the spacing, the vibe…

So you didn’t post it.

You told yourself it needed “a little more polish.” But what it really needed was to see the light of day.

Because here’s the truth: you can’t optimize what you never publish.

What Actually Drives Engagement (Spoiler: It’s Not Grammar)

We like to think we’re rewarded for getting it “right.” But the algorithm isn’t grading your spelling — it’s rewarding attention.

And guess what grabs attention?

• A typo.

• A spicy opinion.

• A rough-cut reel that makes someone laugh because it’s not perfect.

When I posted a meme reel joking that the grammar police actually boost your engagement numbers… people lost it. They laughed. They argued. They shared it with friends.

It wasn’t the cleanest piece of content I’ve ever made, but it was true. And it was human. And that’s what made it perform.

Your Real Audience Isn’t Grading You

You know who notices a typo? The person who wasn’t going to buy from you anyway.

Your ideal clients - the ones ready to invest in your work - are not sitting there with a red pen. They’re looking for someone who understands their needs, shows up consistently, and offers real value.

If a missed apostrophe is the thing that makes them bounce, they were never the right client.

And let’s be honest: those people leaving “your not you’re” comments? They’re still engagement. The algorithm doesn’t care why someone commented, only that they did.

Imperfections Build Trust

One of the biggest lies in marketing is that you have to be perfectly polished to be taken seriously.

Nope.

What builds trust is consistency, authenticity, and follow-through.

When you show up - even when it’s not perfect, even when you’re tired, even when your caption has a typo - you’re telling your audience, “I’m still here. I’m not hiding behind perfection. I’m here to help.”

You become real. A relateable, whole entire human being, and in an internet full of curated perfection, that’s magnetic.

So… When Should You Care About Polish?

Let’s not swing too far the other way. Sloppy content won’t help you either.

There’s a difference between being real and being careless. If your brand is riddled with inconsistencies, low-res images, and confusing messaging, that’s not relatable; that’s chaotic.

Quality still matters. But it’s not the same as flawlessness.

At Sonder & Media, we aim for strategic imperfection. That means your content is aligned with your goals, true to your voice, and engaging to your audience (even if it has a typo or two).

The Strategic Imperfection Rule

Here’s the mindset shift I want you to take with you:

Every piece of content you post is a data point. Every draft you don’t post is a missed opportunity.

Post the caption with the weird comma. Upload the reel where your bangs are doing something unpredictable. Share the graphic that maybe, possibly, has a rogue “teh” instead of “the.”

Because done is better than perfect.

And imperfect content, done strategically? That’s how brands grow.

Want a content strategy that works with your messy, busy, glorious real life — not against it?

Let’s build one.