Social media has become a powerful tool for brands to connect directly with customers, build communities, and foster genuine relationships. However, in a world where consumers are increasingly skeptical of overtly promotional content, authenticity is paramount. People are looking for brands that are real, relatable, and transparent—not brands that constantly push sales. Authenticity on social media helps build trust, as customers feel they’re engaging with a brand that genuinely cares about their needs and values.
In this chapter, we’ll explore the strategies for building an authentic social media presence, engaging meaningfully with followers, and creating content that reflects your brand’s unique personality. By focusing on genuine connection over promotion, you’ll cultivate a loyal community that feels personally invested in your brand.
6.2 Why Authenticity Matters on Social Media
Social media users today are savvy and can quickly recognize inauthentic content. When brands focus solely on promotional messages or present a picture-perfect image, they risk alienating audiences who crave real, relatable experiences. Here’s why authenticity is crucial on social media:
1. Builds Trust and Loyalty
Authentic content helps people see the human side of your brand. When followers see that your brand is transparent, shares its values, and communicates openly, they’re more likely to trust you. Trust, in turn, breeds loyalty, with followers becoming repeat customers and enthusiastic advocates.
2. Increases Engagement
Authentic posts that speak directly to your audience’s needs and experiences are more likely to resonate, encouraging likes, comments, and shares. Engagement is a strong indicator that people feel connected to your brand, and high engagement helps your content reach a wider audience.
3. Differentiates Your Brand
Social media is flooded with similar content, and authenticity can help your brand stand out. When your brand voice, visuals, and messaging reflect your unique personality and values, you become memorable and distinctive, setting yourself apart from competitors who may rely on formulaic content.
Example: Wendy’s on Twitter
Wendy’s has gained significant popularity for its witty, humorous, and sometimes sarcastic tweets. Rather than using a corporate tone, Wendy’s Twitter account feels like a personality all its own—one that’s unafraid to poke fun at competitors or join in on internet trends. This authenticity has resonated with their audience, making Wendy’s Twitter presence one of the most engaging and well-known in the fast-food industry.
6.3 Finding Your Unique Brand Voice
Your brand voice is the distinct personality you bring to social media. It should be consistent with your brand identity and resonate with your target audience. A clear brand voice helps your content feel cohesive, genuine, and memorable. Here’s how to develop a brand voice that aligns with your brand’s values and appeals to your audience:
Steps to Define Your Brand Voice
- Identify Your Brand’s Personality
Think about the personality traits that best describe your brand. Are you professional, friendly, humorous, or adventurous? This personality should reflect both your brand’s identity and your customers’ preferences. - Consider Your Audience’s Preferences
Your audience’s demographics and psychographics play a role in shaping your voice. For instance, a brand targeting young, tech-savvy millennials might use a more casual, playful tone, while a B2B brand might opt for a professional, informative tone. - Develop a Consistent Tone Across Platforms
Although you may adjust your tone slightly to fit different social media platforms, your overall brand voice should remain consistent. If you’re humorous on Twitter, you should still convey a sense of that humor on Instagram and Facebook, even if the format differs. - Create a Brand Voice Guide
Document your brand voice in a guide that outlines tone, language, and style. This guide will be useful for your team, ensuring that everyone who posts on social media stays true to the brand’s personality.
Example: Innocent Drinks
Innocent Drinks, a smoothie and juice company, is known for its quirky and friendly brand voice. Their social media posts often include humor, playful language, and a lighthearted tone that resonates with their audience. This distinct voice helps make the brand memorable and builds a sense of familiarity with followers.
Exercise: Write down three adjectives that describe your brand’s personality. Use these adjectives as a starting point to draft a sample social media post that reflects your unique brand voice.
6.4 Engaging with Your Audience in a Meaningful Way
Social media is about more than broadcasting your message—it’s a two-way communication platform. Engaging with your audience helps build a community around your brand and makes followers feel valued and heard. Here are ways to foster meaningful engagement:
1. Respond to Comments and Messages
Responding to comments and direct messages shows your audience that you’re listening and that their opinions matter. Whether someone is complimenting your brand, asking a question, or even sharing a criticism, a thoughtful response makes them feel acknowledged and respected.
Example: Glossier on Instagram
Glossier, a skincare and beauty brand, actively responds to comments on its Instagram posts, often answering product questions or thanking followers for their support. This interaction feels personal, helping Glossier build a loyal, engaged community.
2. Encourage User-Generated Content (UGC)
User-generated content is content created by customers that showcases your product. Encouraging UGC can make followers feel more connected to your brand, as they see real customers using and loving your products. It also provides social proof, showing potential customers the positive experiences of others.
Example: GoPro’s UGC Campaigns
GoPro encourages its users to share videos and photos taken with their cameras. By featuring this content on their social media, they showcase the adventures of their customers, building a strong sense of community around the brand.
3. Create Polls, Q&As, and Interactive Stories
Interactive content like polls, Q&As, and quizzes is a great way to engage your audience and make them feel like active participants. Platforms like Instagram and Facebook offer features that make it easy to create interactive stories, where followers can vote, ask questions, or share their opinions.
Example: National Geographic’s Instagram Stories
National Geographic uses Instagram Stories to post quizzes, polls, and interactive content related to wildlife and the environment. This approach keeps followers engaged and provides them with interesting educational content.
Exercise: Plan a social media post that encourages engagement. This could be a question, a poll, or a call for user-generated content. Write out how you’ll respond to different types of engagement, such as questions, compliments, and criticisms.
6.5 Showcasing Your Brand’s Human Side
One of the best ways to build authenticity is to show the human side of your brand. People are more likely to connect with a brand that feels real and relatable. Here are some ways to humanize your brand on social media:
1. Share Behind-the-Scenes Content
Behind-the-scenes content gives followers a glimpse into your team, workspace, or product creation process. This transparency builds trust and gives your brand a more personal touch.
Example: Ben & Jerry’s
Ben & Jerry’s often shares behind-the-scenes content, like photos of their factory or team members. By showing the people and processes behind the brand, Ben & Jerry’s creates a sense of transparency and relatability.
2. Highlight Team Members and Their Stories
Introduce your team members to your followers. Sharing team member stories, interests, or achievements shows that your brand is more than just a business; it’s a group of people working together with shared values.
Example: Zappos
Zappos frequently highlights its employees on social media, sharing their stories and celebrating their accomplishments. This approach gives the brand a human feel and shows customers the faces behind the company.
3. Acknowledge Mistakes and Show Accountability
No brand is perfect, and being honest about mistakes can actually increase customer trust. If your brand makes a mistake—whether it’s a service error, a social media misstep, or a product recall—acknowledge it openly and explain what steps you’re taking to correct it.
Example: KFC’s Apology Campaign in the UK
In 2018, KFC ran out of chicken in the UK, leading to temporary store closures. Rather than hiding the issue, they issued a humorous apology ad featuring a KFC bucket with the letters rearranged to spell “FCK.” This honest, lighthearted approach resonated with customers and turned a negative situation into a memorable brand moment.
Exercise: Draft a social media post that highlights your brand’s human side. This could be a behind-the-scenes photo, a team member story, or a transparent message about a recent challenge.
6.6 Content That Reflects Your Brand’s Values
Today’s consumers increasingly support brands that share their values. Using social media to communicate your brand’s values can strengthen your relationship with followers who believe in the same causes. Here’s how to share your values authentically:
1. Share Your Mission and Beliefs
If your brand has a mission or specific values, make them known. Share content that highlights what you stand for, whether it’s sustainability, inclusivity, or social impact.
Example: TOMS Shoes
TOMS Shoes has a mission-driven brand that focuses on social impact. Their social media frequently highlights the causes they support, including providing shoes and healthcare to communities in need. This reinforces their identity as a purpose-driven brand.
2. Support Relevant Causes
If your brand aligns with specific causes or movements, show your support on social media. Share relevant content, partner with nonprofits, or donate to important causes. However, it’s essential to approach this sincerely, as performative support can come off as disingenuous.
Example: Patagonia and Environmental Activism
Patagonia actively supports environmental causes, from protecting public lands to fighting climate change. Their social media is filled with content advocating for these issues, reinforcing their identity as an environmentally conscious brand.
3. Celebrate Your Community
Celebrate your customers, followers, or anyone who embodies your brand’s values. This could involve showcasing customer stories, supporting local events, or highlighting social media followers who make a positive impact.
Example: Lush Cosmetics
Lush regularly celebrates its eco-conscious community by sharing customer stories, promoting environmental initiatives, and showcasing customers who advocate for sustainable living. This reinforces Lush’s commitment to environmental sustainability.
Exercise: Think of a cause or value that aligns with your brand. Draft a social media post that highlights this value, showing your audience that your brand stands for something beyond just products or services.
6.7 Case Study: Nike’s Authentic Social Media Presence
Nike is a brand that has mastered the art of authentic social media marketing. Known for its motivational messaging and bold stances on social issues, Nike uses its platform to connect with followers on an emotional level. Through campaigns like “Just Do It,” Nike inspires followers by sharing stories of athletes overcoming adversity. Nike also uses its social media to take a stand on social issues, aligning with values that resonate with its audience.
Nike’s willingness to be bold and authentic has created a loyal community of followers who feel personally connected to the brand. This authentic approach has made Nike’s social media presence both influential and impactful, demonstrating the power of aligning content with brand values.
6.8 Exercise: Plan an Authentic Social Media Campaign
Using the strategies outlined in this chapter, plan an authentic social media campaign for your brand. Identify a central theme or message that aligns with your values and write out ideas for posts that reflect your brand’s unique voice and personality.
Campaign Plan Example
- Theme: “Behind the Scenes of Product Creation”
- Platform: Instagram and Facebook
- Post Ideas:
- Introduction to the team behind the product, featuring short bios and photos.
- A day-in-the-life video showing the production process.
- A customer appreciation post featuring user-generated content.
- Values to Highlight: Transparency, quality craftsmanship, and community appreciation.
6.9 Summary
Building an authentic social media presence isn’t about creating perfect, polished content. It’s about connecting with your audience in a way that feels real and relatable. By developing a unique brand voice, engaging with followers, sharing your brand’s human side, and communicating your values, you create a social media presence that resonates deeply with customers.
Key Takeaways from Chapter 6
- Authenticity builds trust and loyalty by making your brand feel relatable and real.
- Engagement fosters community—listen to your followers and respond to their comments and messages.
- Highlighting values reinforces your brand’s identity and aligns with customers who share similar beliefs.
In the next chapter, we’ll discuss user-generated content (UGC) and how to encourage customers to share their experiences, turning them into ambassadors for your brand.
