The Importance of Authenticity in Social Media
Social media has made it easier than ever for brands to communicate directly with audiences. But with so much content competing for attention simply having an online presence isn’t enough anymore. Audiences are geared towards brands that produce content that feels human, relatable, and genuine.
Authenticity starts with consistency between what a brand says and what it does. A company that promotes certain values should demonstrate those values through its communication and actions. When messaging feels disconnected from reality, audiences can quickly lose trust and interest. A brand can also naturally create authenticity by looking for moments that naturally show the people and process behind the brand rather than trying to manufacture a perfectly “authentic” post. Behind-the-scenes content, employee perspectives, everyday moments and genuine customer interactions can give audiences a clearer sense of the organization. The goal is not to make every post casual, but to make the brand feel human when the situation calls for it.
Authenticity does not mean sharing every single detail. Brands still need to consider their audience, goals, and overall brand identity. The goal should be to communicate naturally while still maintaining a professional presence. Social media also gives brands the opportunity to have conversations instead of simply broadcasting messages. An example of this is when the Stanley Global President, Terence Reilly made a response to a viral clip of the aftermath of a woman's car catching fire while her Stanley remained perfectly intact inside with the water still being ice cold. Reilly responded to the viral video by stating “we’ve never done this before…and will probably never do it again, but we’d like to replace your car.”. Responding to your audience and participating in relevant discussions can make audiences feel heard.
Ultimately, authenticity works best when it is consistent rather than occasional. Instead of chasing every trend or trying to sound like another brand online, organizations can use their established voice and values as a guide for deciding which conversations and trends are actually worth joining. In a digital space where the trends are constantly changing, authenticity can help a brand remain recognizable. Successful social media is not about creating content, it is about creating connections. People may forget an advertisement, but they are more likely to remember how a brand made them feel. Brands that communicate with honesty and purpose can build relationships beyond a single post or campaign.
