The past year of social isolation has led to an overconsumption of social media. With an overwhelming amount of content getting published daily, people are craving authenticity now more than ever.
Since 2021 didn’t automatically offer a clean slate from the grime of the past at least so far, small businesses and brands have worked to adapt their marketing strategies to accommodate the baggage that inevitably showed up with the new year.
One key focus is how brands can be more authentic and promote a consistent message geared toward helping your audience.
WHY DO YOU NEED TO CHANGE YOUR STRATEGY?
With social media, it’s just not enough for your business to simply show off their shiny product or service and call it a day.
Your social media should also reflect your brand’s values and showcase how you help your customer and the world they live in. If you have nothing like that on your social media, then you could risk disconnection with your audience. To help, here are a few ways for your business to focus on authenticity in your social media.
SHIFTING YOUR SOCIAL MEDIA STRATEGY
MESSAGING WITH PURPOSE AND PERSONALITY
You’ve probably heard this before so it shouldn’t come as a surprise but quality beats quantity. And a key aspect of posting quality, authentic content is to give it a purpose that goes beyond a sale.
Look into your brand values and mission statements to ensure that you are promoting more than a product, but an identity that stirs emotion or relevance in your audience.
You can’t have a successful social media strategy without the social part. Engage with your audience when they leave comments or ask questions. This allows you, and every member of your team, to get on a personal level with your customer/clients.
When it’s appropriate, you can even go the extra mile and message someone directly so you can exemplify that you’re invested in them.
STORIES, REELS, LIVES
Your audience wants to see your face. They want to peek behind the curtain. They want to see your company’s culture.
Your audience wants both the polished side of your brand and the casual, behind-the-scenes version of your brand. They want to see what all goes into creating the things that they love.
Stories, Reels, and Lives give you the chance to showcase your brand on the day-to-day. The beauty of these mediums is that they are incredibly flexible to fit your brand.
Your employees, or members of your team, could be a significant source for social media content because they’re the ones who exist within the business. Providing a creative space that encourages your employees to organically showcase their day-to-day experience will give your audience a genuine look at your brand.
People want authentic brands. Here are two questions you need to answer:
How does your business help them or the world they live in?
Who are the true faces behind your business?
If you answer these questions while staying on brand and owning your business personality, it is a lot more likely for a new customer to trust you with their time and business.
If you are unsure about how to showcase your brand in the most authentic way possible, consult professionals who understand the ins and outs of social media along with how to consistently stay on brand.