Keeping your social media presence real while also still positively representing your brand in an interesting and engaging way can feel like walking a tight rope. In a world where everyone is only showing the highlights — carefully curated, beautifully lit and perfectly filtered moments — it’s easy to get trapped in the pitfalls of comparison and one-upmanship. Avoid this siren song and let your brand speak for itself through real moments.
Being genuine is a vital part of connecting with followers as, now more than ever, consumers are seeking authentic experiences and holding brands accountable for their content. Brands need to be true to their values and brand voice, communicate openly and honestly with customers and be responsible for their actions.
Being real and creating authentic content can forge a deeper connection with customers, encouraging brand loyalty and taking the bond past sales. It’s about the relationship between the brand and followers, and by being real, that relationship becomes stronger, allowing brands to secure customers’ valuable attention and engagement. Additionally, customers have a sense of self that comes from brands they support, so knowing they support brands that are genuine and authentic makes them feel good about their choices.
Here are a few things to keep in mind while deciding how to present your brand online that will help you keep it real.
• Be honest. Not everything has to be perfect. In order for followers to feel like you’re being real, you must actually, well, be real. It’s okay to post without a filter, or even post about challenges and struggles. Of course, there is a fine line to toe here, as you don’t want to present your brand in a negative way, but being open and honest goes a long way in establishing authenticity.
• Don’t fake it. You might think this is the same as being honest, but there is a bit of a difference. If your brand is posting images of your product, don’t use fake or photoshopped images showing the product doing things it actually can’t do or appearing in a way that will feel incongruent when it arrives at a customer’s doorstep. It might be tempting to fake some content, but you’re better off posting a real shot or not posting that particular image at all.
• Stop and think. Before you post anything, take a moment to think through the post. How does it represent you or your brand? Are you proud of the post and feel that it is an accurate representation? Once it’s out in social media land, you can’t take it back, so make sure you stop and think about every post before clicking to go live with your content.
• Like, don’t. Getting likes and other types of engagement can be rewarding, and it lets you know that your followers appreciate what you’re posting. However, avoid posting content just for likes. Skip shocking and “clickbait-esque” content just for the sake of being “disruptive.” On social platforms that place a high value on genuine voices and truth-telling, messages that are heavily manufactured will stick out like a sore thumb. Post real updates that reflect your genuine personality and the brand, and the likes and comments will come naturally.
• Use your voice. When you engage with your followers online, respond using your real voice. Don’t write back with what you think they want to hear; write how you actually feel. Take ownership of any mistakes or errors and apologize if needed. Remember to be respectful and never forget that your responses are public for everyone to see, so be professional but also be you.
• Don’t copy the competition. It’s hard not to look at what others are doing, see their engagement and be inspired to create similar posts. After all, we all want to be heard and appreciated. However, copying the style, content or attitude of your competitors is not the way to do it. Make sure your content is unique to you. You’ll find your base, and they’ll appreciate you for being yourself.
The Real Deal
There you have it! Being real online can seem like an insurmountable task, but it boils down to actually just being real. Be true to yourself and your brand by posting content that’s honest and thoughtful. It doesn’t have to be perfectly manicured to be shared, but it must reflect the ethos of your brand and represent what you stand for in an authentic and truthful way.
