In the fast-paced world of social media, where brands constantly vie for attention, authenticity has emerged as a crucial differentiator. Authentic content is not just a buzzword—it’s a strategy that can make or break a brand’s connection with its audience and ultimately drive sales. Here’s why creating authentic content should be at the heart of your brand’s marketing efforts, and how you can go about creating that content.
Why create authentic content?
- Builds trust and credibility: Trust is the foundation of any strong relationship, and this holds true for the bond between brands and their audiences. Authentic content is a powerful tool for building trust because it reflects honesty and transparency. When brands communicate openly and without pretense, they become more relatable and trustworthy in the eyes of consumers. Trust, once established, leads to customer loyalty and long-term brand success.
- Reflects real-life experiences and emotions: Authentic content resonates because it mirrors the realities of everyday life. It’s the difference between a polished, corporate message and a story that feels personal and genuine. Audiences are more likely to engage with content that speaks to their emotions and experiences. This connection drives higher interaction rates, boosts social media performance, and fosters a deeper emotional bond with your brand. For example, this ad from Hallmark highlights authentic motherhood moments. Although you can tell there’s a high investment in production here, the moments captured and the narration is authentic and real. Even the settings and backgrounds feature very “real” scenes and authentic family moments.
Put youtube video here
- Communicates brand values and personality: Every brand has a story to tell, a set of values that guide its actions, and a unique personality that distinguishes it from the competition. Authentic content is the perfect vehicle to communicate these elements. By staying true to your brand’s core values and personality, you create a consistent and recognizable voice that resonates with your audience. This not only strengthens brand identity but also fosters a sense of loyalty and community among your followers.
- Aligns with modern consumer expectations: Today’s consumers, particularly younger generations, are more discerning than ever. They can easily spot content that is overly polished or insincere. These savvy consumers prefer brands that are real, honest, and relatable. Authentic content aligns with these expectations, making it more likely that your brand will succeed in its social media efforts. By embracing authenticity, you meet consumers where they are—favoring transparency and honesty over perfection. Our creator, @karrah_peden_tram, created this fun playful video for our client Pureboost for Amazon Prime Day. The content is fun, not-too-curated, and offers a great perspective of how effective an ad can be when it isn’t trying too hard or overly-saturated with product placement.
*Note for MKT Team to perhaps embed the TikTok video here
- Supports ethical and responsible marketing: In an era where corporate responsibility is under the spotlight, authentic content plays a vital role in supporting ethical and responsible marketing practices. Authenticity promotes honesty, transparency, and a commitment to doing what’s right. By prioritizing authentic content, your brand can enhance its reputation, positively influence public perception, and contribute to a more ethical marketplace.
{{cta-banner-images}}
How to create authentic content
- Partner with creators for relatable content: Collaborating with creators who genuinely connect with your brand’s values and message is key to producing content that feels relatable. Creators bring their unique voice and perspective, helping your brand to reach audiences in a more personal and engaging way. By choosing creators whose content style aligns with your brand’s tone, you ensure that the final assets feel organic, rather than forced or overly promotional.
- Invite creators to suggest campaign ideas: Think of your creators as more than just content producers—consider them extensions of your creative team. By inviting creators to contribute campaign ideas, you not only benefit from fresh perspectives but also empower them to craft content that resonates with their audience. When creators have a hand in shaping the content, they’re more invested in its success. This co-creation process leads to content that feels genuine, garners higher engagement, and reaches beyond just the creators' own audiences.
How Popular Pay’s helped a mental health brand embrace authenticity
Our client, Talkspace, was looking to launch a New Year's campaign to increase awareness through influencer posts as well as repurpose content in paid ads. Talkspace is an online therapy platform that provides users the confidential support of a licensed therapist through an easy-to-use app. Individuals get matched with a licensed therapist in your state from the comfort of their device, and receive ongoing support via secure messaging and live video sessions.
Since topics such as therapy and mental health can be somewhat uncomfortable for some, it’s important that content be authentic, approachable, and credible.
When approaching the campaign, the brand ensured that creators tried out the platform for a minimum of 7 days before creating any content. Within the legally-binding brief, the brand simply outlined do’s and don’ts and requested that creators’ content was either under the umbrella themes of "Starting 2020 strong with online therapy" or "Improving your mental health as a focus/goal in 2020". Our team helped identify creators who are comfortable talking about mental health on social media, and those willing to share their personal experience within their content. The brand also requested exclusivity in the category of online therapy and could not have partnered with any other competing brands in the last six months. These guardrails could ensure that when the creator’s audience interacts with the content, it’s authentic; they aren't representing a handful of other at-home therapy platforms.
@Mrsmariashelton for Talkspace @gabby.bracey for Talkspace
In summary, authentic social media content is essential for building trust, engaging audiences, and fostering lasting relationships.
{{cta-banner-simple}}
It aligns with modern consumer expectations and can significantly enhance a brand's identity and reputation. Have any questions? Let us know how we can help!
