3 Reasons Why Authenticity is the Core of Social Engagement

Authenticity is the principle against which brands are now judged. This is undoubtedly a bold statement, but one that is very hard to argue with.

You might believe that by its very nature, online marketing isn’t authentic, but in this day and age, when everybody is more connected than ever, people crave genuine experiences. What customers really want isn’t just a good product or service, but honest interactions and great experiences.

According to a study from Bonfire Marketing, 91% of consumers said they want the brands they follow to be authentic in their posts and 63% claimed they would buy from an authentic brand over one that is perceived as deceptive.

Creating a consistent brand experience, staying true to your values and delivering on product promises are crucial for a local business’s social media success. But, being authentic stays perhaps at the core of social media engagement. Here’s why.

• Brand Building

More than five decades ago, Volkswagen created an ad that made history. “Think Small” was the campaign that introduced the Volkswagen Beetle to Americans. Besides its graphical juxtaposition and its smart copy, the campaign was celebrated for its honesty. Volkswagen was the first major company to go against America’s culture of “bigger is better”. The car company acknowledged their flaw and encouraged consumers to “think small”.

When a company is able to make an honest connection with its consumers, a brand is born. That unique moment of contact, becomes the foundation of a long-term relationship. A great product and a powerful story are important for brand building. But, the ability to nurture relationships and loyalty is what gets your business to the highest levels of success.

The only way to build real connections and boost engagement, especially in social media, is through authenticity. Don’t make the mistake of giving your customers less credit than they deserve. Listen and take action based on what you hear and always deliver on the promises you make.

• Trust

According to the study cited above, 63% of consumers wouldn’t buy from a business that is perceived as dishonest. Honesty and transparency go hand in hand with the trust you are trying to build on social media. Therefore, when someone asks you a question or comments to one of your posts, respond to the best of your abilities and, more importantly, be sincere. If your customers will trust you, they will come back to learn more about your small business.

• Originality

There is a huge data explosion on social media. For example, Facebook users share 2.5 million posts every minute. With this seemingly endless flux of content, it’s easy to see that brands that aren’t providing genuine experiences are quickly forgotten.

In order to stand out and improve your social engagement, you need to create great, original content. Simply sharing an update, with no added-value, is not enough anymore. Don’t be afraid to show your personality. Are you friendly and fun or serious and professional? Showing personality is an authentic way to give glimpses of the people behind the brand.

Being true to your business and honest with your customers is critical to social media engagement. People are getting more informed and connected than ever before and they can sniff out fakery from afar.

What do you do to make your brand more authentic on social media?