Consumers in 2023 want a brand they can trust. Trust helps businesses to build loyalty from their customers and helps to create a positive reputation and develop a strong customer base. One way to establish trust is by showing brand authenticity online.
So, what does it mean to be authentic?
Showing you’re an authentic brand in today’s market is all about social media presence. Showing up on social media and consistently sharing valuable, honest, and intriguing content is how to keep up with the competition. 88% of consumers stated that authenticity is key when making purchasing decisions.
To be authentic as a brand means to be true and transparent with your consumers. Millennials and Gen Z consumers expect companies to care about more than just their profits, and if they fail to see that, they won’t hesitate to look for another brand that does.
It is important to show legitimate authenticity and not be hiding behind a façade. Consumers are not easily fooled as, 70% of the time, consumers are able to distinguish between authentic and non-authentic brand content. Not only can people tell the difference, but they also disconnect with brands that try to fake it.
How can you be authentic online?
Being transparent on social media can help build authenticity by showing your audience that you are honest and open. This can be done by sharing real-life experiences, being open to feedback and criticism, and being true to your brand’s values.
Brands can start being more authentic by being transparent and consistent in their messaging and branding by having values that they can stay true to. This helps you to establish long-lasting relationships with consumers and prospects.
A great way to show authenticity online is with content that acts as a window into your everyday life. Here we explore what that can look like for both B2B and B2C businesses.
What are authentic content examples?
For B2B brands:
- Employee spotlights: Employee spotlights are not only a great way to boost internal employee morale, but they also show the faces behind the brand. The phrase ‘people buy people’ comes to mind – showing the faces of people behind the operations can strengthen the trust and reliability between consumers and brands. Consumers invest in those they resonate with, and this is a great way of enhancing that relationship.
- Behind-the-scenes content: BTS information feels more authentic and can help you build trust with your audience. When your audience believes they know who you are and that you are honest, they are more likely to believe what you have to say and interact with you, such as making a purchase or utilising a service. This could be showing how products are made, the space you work it, or a simple ‘day in the life’ video.
For B2C brands:
- Unboxings: Over 90,000 people type ‘unboxing’ into YouTube every month and are almost 40 videos with over 10 million views. Consumers like to see what they are planning on buying before they commit to the purchase. Unboxing videos provide them with a way to see how they will receive the product before it arrives, and what they should expect to receive. This content type reinforces trust between consumers and brands.
- Step by Step: Talk about your process in creating an offer or product. Show your audience how it reflects your brand’s values and reinforces your ethos. Consumers are more likely to purchase a product that has a tutorial on how to use the product with clear instructions. For example, many beauty brands have videos showing how to apply certain makeup products, curl hair with wands and straighteners, and how to apply magnetic lashes.
What are the benefits of being authentic online?
Being authentic allows you to connect with your followers on a deeper level, which can lead to increased loyalty, engagement, and support. Authenticity shows the real person behind your brand and shows a relatable front for the consumer. Your brand becomes more approachable through its sense of trust and community.
81% of consumers need to trust a brand to consider buying from a brand, and 77% prefer shopping with brands they follow on social media. Authenticity is key when trying to build a strong relationship with your consumers. Read about how we created a successful social media campaign for Fintech startup Gaviti.