No Matter the Content, Authenticity is King
Social media’s ubiquity has created a greater need for brands to push out original content in order to remain engaging and relevant to their target audiences. However, in the race to produce the best content in the shortest amount of time, it is important to avoid writing or recording materials that do not communicate brand authenticity.
As media consumers begin to question more of the information they learn on a regular basis, it is important to establish your brand as an authority in your industry and communicate your information authentically. According to this infographic by Business2Community, brands that emphasize content authenticity are more likely to have a higher return on investment from their marketing campaigns.
The following tips will help you in communicating your own brand’s message authentically to earn trust and boost engagement with your audience:
Pay Attention to Your Language:
When crafting your social media posts, pay attention to how you are constructing your messages. If they read or sound like they are coming from a faceless entity, they will probably appear that way to your followers. Avoid over-formalizing your communications with customers and audience members.
For example, rather than saying “Come to Restaurant X for this dinner special tonight at 7,” say “We hope to see you at Restaurant X tonight for the dinner special! Starts at 7, but get here early so you can beat the line!” The second way of wording the same message appears like a human wrote it for other humans to read, as opposed to some robot spewing out dry facts.
Don’t Be Afraid to Show Your Face:
If you want to create a loyal customer culture around your brand, don’t shy away from opportunities to create visuals featuring you and your employees or coworkers. For example, if you own a restaurant, do not just post pictures of your food – post pictures of your employees making it! Instead of a picture of the already-made pizza pie, show a picture or video of your employees preparing the ingredients.
At your discretion, do not hesitate to feature your company’s employees on your brand’s social media accounts and call them by name. This will allow your audience members to associate your business practices with specific people in your workforce and will create personas around your brand that followers can then identify.
Avoid Excessive Exaggeration
Be sure to double and triple check any claims you make in your content marketing efforts to ensure that every message you send out to your followers is one that you can defend and verify. This will give your brand credibility and boost its authenticity. For example, if your business has a new product claiming it can prevent hair loss, have the hard scientific data on hand to show any curious or skeptical audience members.
Most Importantly, Tell a Story
Narratives provide an engaging way for your audience members to connect with your brand’s identity. Authenticity truly comes from within, and it can be communicated best by showing how your business practices relate back to your brand’s history and core values. Why did your boss start a financial services firm on her own rather than pursue a career working for someone else in Manhattan or Philadelphia? Grab your phone, set the camera to video, and record a clip of her telling that entrepreneurial story.