The Power of Authenticity in Social Media Marketing: Why Being Real Matters
Authenticity is not just a buzzword. If you want to stand out from the crowd, being authentic with your Social Media Marketing is a must.
Over 4.74 billion people across the world use social media. So, one thing that’s abundant on social media is – content. Yes!
You will discover hundreds of brands churning out thousands of content every day in multiple formats.
Yet – majority of them fail to connect with their ideal audience.
Wondering why?
Because your audience feels overwhelmed. They are confused – if so many brands are saying so many things – whom shall they trust ultimately?
Guess what moves the needle – being real and authentic.
In this article
Why Is It Important To Be Real On Social Media?
1. Because People Want to Talk to REAL People!
We are living in a time when AI can do a lot (if not all) – from writing to making videos and whatnot.
One thing that it can’t do, is a human, and that’s what your audience wants on social media too. That human touch. And that’s what can differentiate your brand in the crowd.
Would you ever relate to a brand that has never shown a human face or has never interacted with you? No.
Then how do you expect your audience to do that?
As humans, we relate to humans more than perfectly photoshopped images or stock videos.
So, there’s hardly any point in interacting with your audience like a bot – dropping jargon, and being one of the know-it-all kinds.
Instead, behave like a human – talk to your audience about random things too, reply to their DMs, and help & engage with people in your network, just like any human would do.
Recently, Amanda Natividad of Sparktoro shared her experience of starting out as a marketer, and what she said was so legit!
“I never really understood most of the paid side of marketing — PPC, display ads, buying lists — because it wasn’t how I, as a consumer, found beloved products.
So I stuck with organic & brand marketing. I was convinced that the best way to market is through your audience’s sources of influence: marketing to and connecting with your audience where they’re already paying attention.”
Source: LinkedIn
Your takeaway from this: marketing & branding doesn’t always need to look like an ad. It’s time to add more human-touch to your marketing game!
2. Makes You More Approachable
If your audience never sees or interacts with the real people behind your brand – they would hardly feel the urge to approach you.
People value authenticity over anything – as they can relate to the thoughts of a real person & build a genuine connection over time rather than presenting a polished image.
Moreover, when you share your own experiences & personal challenges – you tend to create a sense of bonding & empathy with your audience resulting in stronger connections.
Next time, when they want to reach you out, they won’t hesitate or think twice about it. The best part? You would actually end up connecting with like-minded people and build a worthy social network.
3. Helps to Build Trust and Authority
Nowadays, there’s no shortage of brands – but there’s surely a scarcity of trust and authority as a brand in the market.
But this can be fixed when your audience sees what’s there behind just the brand name.
When your audience sees the unfiltered & raw content from your brand – such as behind-the-scenes or clips from the workspace and more in a similar genre, they will be able to trust your brand as a real one without any guesswork.
Things to Keep in Mind For Keeping It Real On Social Media
1. Don’t fake it
Even though everything is virtual on social media and you might think nobody would notice – but your audience does.
They would know when you post a photoshopped image or when you talk about the same thing your competitors did.
Even though it might seem tempting to fake it and get maximum engagement, it won’t be a great user experience for your audience when they figure out the real deal.
2. Think about it, before you post it
Before you post up anything on social media, take a moment and ask yourself these questions –
“Does it express your thoughts?”
“Does it convey any negative emotions?”
“Does it represent your brand?”
All these questions are important if you want to sound real on social media as a professional because it’s next to impossible to take back your words once it’s out on the platform.
So, try to follow the same thought process for every post to avoid any mishaps!
3. Don’t go ONLY after engagement
Who doesn’t love being admired on social media? Everyone does. But is it the only reason you’re out there? Then, it’s time to rethink your strategy.
Remember, your audience is as smart as you, and it won’t take them much to differentiate between clickbait content and valuable one.
If you use some of the best social media analytics tools, you’ll see a gradual drop in such posts after a certain time because your audience would already have a prior guess about it being clickbaity.
Instead, develop a genuine voice that reflects you, your team, and your brand. While it may not be viral overnight, your audience will know that you’re not just another faker out there!
How Can You Be Authentic On Social Media?
1. Try not to sound scripted
Your audience follows you for who you are and wants to know about your personal experiences more than anything else. If it was just about reading/writing a script, anyone could have done that.
What’s the purpose of your expertise then?
So, whether you are recording a short video online or writing a piece for your audience – go with the flow. Speak from your own expert point of view, relate to an example from your experience & speak like a human.
And, that’s pretty much it!
3. Talk to your audience like a neighbor
Let’s get this straight – you are on social media to build a connection with your audience – whatever the end goal may be. Right?
Then, why are you resorting to bot-talk while talking to your audience?
Keep it casual and talk to your audience in the same tone you would talk to a neighbor.
Don’t fake it or overdo it – that might make your audience feel awkward, and next time they will probably think twice before interacting with you.
4. Prioritize raw, behind-the-scenes content
There’s no shortage of filters in this digital era – but what we need more of, is the real pictures of how humans really look, how people really talk, or how/where they work.
Such content shows the real and unpolished side of your brand, which the audience isn’t aware of.
For example, if you have a business of organic soaps, try making short behind-the-scenes videos of how you guys are making the product and who are your workers, and so on. You can automate social media posts to save multiple hours.
5. Don’t wait for perfection
Perfection means different to everyone – what you think of as perfect, might not seem perfect to your audience.
When making content on social media, don’t aim for too much perfection.
Just ensure that you have a decent backdrop, you are audible, and making sense – and that’s all.
Your audience only cares about the value you give and the experiences you share – anything else, just plays a supporting role.
Takeaway
Authenticity is not just a buzzword. If you want to stand out from the crowd, being authentic isn’t an option.
There are no hard and fast rules to being authentic on social media – just be genuine and transparent and keep up the consistency.
By being genuine, transparent, and relatable, businesses can build trust with their audience, establish a strong brand identity, and create a loyal following.
FAQ
What does authenticity mean in the context of social media marketing?
Authenticity in social media marketing refers to the practice of being genuine, transparent, and true to your brand’s values and identity in all online interactions.
Why is authenticity important in social media marketing?
Authenticity builds trust and credibility with your audience, fostering stronger connections, and increasing the likelihood of engagement and loyalty.
How can brands showcase authenticity in their social media content?
Brands can showcase authenticity by sharing real stories, user-generated content, behind-the-scenes glimpses, and by responding honestly to feedback and comments.
What are some common mistakes brands make that undermine authenticity in social media marketing?
Common mistakes include using stock photos excessively, posting overly polished content, ignoring negative comments, and overposting promotional content.
How can brands strike a balance between authenticity and maintaining a professional image on social media?
Brands can strike a balance by being genuine while upholding their brand values, voice, and messaging consistently.
Can authenticity be planned or is it spontaneous in social media marketing?
Authenticity can be planned to some extent by aligning content with brand values and guidelines, but it should also allow for spontaneity and real-time responses.
What are the benefits of showing vulnerability in social media marketing?
Vulnerability can humanize a brand, making it relatable and endearing to its audience, ultimately deepening connections and building trust.
How can brands handle social media crises while maintaining authenticity?
Brands should address crises transparently, acknowledge mistakes, and provide solutions. Authenticity in crisis management can help rebuild trust.
How does user-generated content contribute to authenticity in social media marketing?
User-generated content, created by real customers or followers, serves as genuine endorsements of a brand, demonstrating trust and authenticity.
Are there examples of brands that have successfully demonstrated authenticity in their social media marketing?
Yes, brands like Patagonia, Dove, and Wendy’s have effectively demonstrated authenticity by taking a stand on social issues, showcasing their values, and engaging authentically with their audiences.
How can brands ensure consistency in maintaining authenticity across various social media platforms?
Consistency can be achieved by defining brand guidelines, tone of voice, and values that apply consistently to all platforms.
What role does storytelling play in conveying authenticity in social media marketing?
Storytelling allows brands to share their journey, values, and experiences, connecting with audiences on a personal level and demonstrating authenticity.
How can brands effectively use customer testimonials and reviews to showcase authenticity?
Sharing genuine customer testimonials and reviews highlights real experiences and demonstrates trustworthiness and authenticity.
Is it essential for brands to respond to negative comments or criticism on social media?
Yes, responding to negative comments or criticism with empathy and transparency can help turn a negative situation into a positive one, demonstrating authenticity.
How can influencers and brand partnerships be leveraged while maintaining authenticity in social media marketing?
Brands should choose influencers and partners aligned with their values and message to ensure authenticity and avoid appearing insincere.
What strategies can brands use to measure the authenticity of their social media marketing efforts?
Metrics such as engagement rates, sentiment analysis, and audience feedback can help gauge the authenticity of social media campaigns.
How does staying true to a brand’s core values contribute to authenticity on social media?
Staying true to core values helps brands make consistent decisions that reflect their identity and build trust with their audience.
Can automated or scheduled posts still maintain authenticity on social media?
Automated or scheduled posts can maintain authenticity if they align with a brand’s voice, values, and genuine messaging.
What are some examples of brands that faced authenticity challenges in their social media marketing and how did they overcome them?
Examples include McDonald’s addressing concerns about their food quality and Airbnb responding to discrimination claims, both through transparency and action.
How can small businesses with limited resources effectively incorporate authenticity into their social media marketing efforts?
Small businesses can focus on genuine storytelling, responsive engagement, and showcasing their unique personality to convey authenticity even with limited resources.
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