How Authenticity on Social Media Helps Your Brand
There is one vital component when crafting a social media strategy, and although you can devise a posting schedule, create compelling content, engage with users, and stay consistent in your marketing efforts to promote your brand, without authenticity, your brand will remain faceless and generic— exactly what you want to avoid.
Why does authenticity on social matter?
In 2022, it's easy to spot brands that are not being authentic to their overall mission and vision. If you've ever scrolled through a brand's feed and felt like it was shape-shifting from one post to the next, you know what we mean. Clients and customers can sense from a quick glance of your social platform if you're being authentic or trying to morph into a "people pleasing" brand.
In other words, clients want to feel understood, heard, seen, and ultimately unique! If you're trying to please everyone, you end up targeting no one. So, be true to your core values, and make it known through your social platforms what gives your brand its competitive advantage. This is will help your customers and clients resonate with your brand.
How does being authentic affect your brand?
We'll lay it out for you step-by-step. Being authentic is not only encouraged, it is imperative for the long-term growth of your company. Here are a few reasons why:
1. Authenticity builds trust
At the end of the day, if a customer or client doesn't think that your brand knows what it's doing, it will find another brand that does. It's important to showcase your knowledge, your expertise, and your credibility so that prospects and returning customers/clients can easily and clearly see that you're a reputable, quality brand.
Authenticity will help customers/clients understand what you do, how you do it, and who you are, which will help eliminate analysis paralysis and close the sale. On social, it's important to show your credibility, not just talk about it!
2. Authenticity separates your brand from competitors
Mimicking your competitors in order to "stay on trend" is a big NO. You want to create a cohesive identity on social media that highlights your brand's USP and differentiates you from the next Joe Shmoe. It may seem tempting at times to start browsing your competitors' feeds, and although sourcing inspiration is 100% okay, copying anyone else is a loss in highlighting your brand's unique characteristics.
3. Authenticity creates long-term relationships with customers and clients
The secret to repeat customers and clients isn't solely to provide them with quality products and/or services. Long-term customers and clients are interested in who you are, not just what you do. One way to build strong relationships with your customer base and clientele list is to be authentic on social media, which can look like the following:
Use language that speaks to your brand's voice
Advertise your philanthropic efforts
Post "behind the scenes" content
Support social causes you care about
Intentionally engage with users
All in all, your social media platforms are a way to connect with more customers and clients. It's a space for you to be uniquely you—whatever the means for your brand—and it's not only beneficial to stay true to your brand identity, but it's also crucial to your growth and development within your industry.
If you are struggling to be authentic on social media and to create a cohesive brand identity, reach out to us for a free consultation today!