11 Mar Social Media: Fewer Ads, More Authenticity #KeepItReal
Social media is the platform to be on if you want your business to be seen. But you got to admit that being online these days is draining…
You don’t have to scroll far to come across sponsored content, bids for “Likes” or “Shares”, and ads creepily that follow you from one place to another.
From a business perspective, this is strategic. It shows there’s a savvy digital marketer out there driving sales by studying what people are paying attention to and finding ways to herd them towards taking a particular action.
For the customer, it feels like anything they click could be part of a funnel trying to obtain their information, money or time. And should they tune out, marketers will work out a furtive new tactic to call their attention back.
It’s no wonder then that consumer trust is riding low and people are switching off. A study conducted by Edelman Trust Barometer shows that 57% of online users believe that social media is contaminated with untrustworthy information.
This is challenging news for businesses. Social media is an important cornerstone in marketing but how are we expected to engage successfully with a distrustful audience?
There is a solution.
And that solution is very simple. Be open. Share ethically. Demonstrate authenticity.
People want to do business with those they know, like and can trust. So when 86% of consumers say that authenticity is important when deciding what brands to like and support, we must lean into the conversation and understand why authenticity matters to them.
Turns out, customers want assurance that the people running the business are genuine human beings who just want to help.
This is why brands use Instagram Stories and TikTok videos to help their audience acquaint themselves better. These short 30-second clips invite people to take a look at what goes behind the scenes of a business, showing who they are as people essentially.
Content like this inspires trust because it has a raw, honest (and often, resonating) quality. Compared to a filtered photograph with practiced poses, Stories bring forward the human side of a business in all its ordinariness and day-to-day routines.
And that feels instantly connective because finally, transparency!
So how can you demonstrate authenticity on social media?
Authenticity on social media is simply having the fearlessness to be open. It isn’t concerned with reputation, statistics or perfect results. It simply wants to do the right thing for its audience.
Before sharing, consider if what you’re posting online will help your audience in some way. Will this offer value? Or will it waste their time and interrupt their day?
As an entrepreneur, you could go further than that…
Most people think that the best way to engage on social media is to post an attractive photo and subtitle it with something inspirational. However, you are 22 times more likely to be remembered if you tell a genuine story.
And every entrepreneur has great stories to tell…
You might feel unsafe opening up on the internet because it leaves you vulnerable to criticism but there’s a reason why Brenée Brown, the well-known American professor wants people to start becoming MORE authentic.
Authenticity is inspiring and when you share the VISION behind your company— your reason for doing what you do, your WHY — you attract support from those who believe in what you’re doing.
As a result, your audience will never forget you. And you’ll stand out from the competition with a unique identity.
In a digital realm that’s unregulated and wild, an honest voice is heard the clearest. Don’t be afraid to let them meet the human being behind the business.
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