Authenticity - What does it mean?
Authenticity. You’ve probably heard that buzzword, but what does that even mean when it comes to marketing?
Being an authentic brand is having the ability to connect with consumers effectively.
According to Forbes, brand authenticity is a driving factor for 90% of millennial consumers when it comes to purchasing decisions. Millennials and Gen Z put more value on seeing online content that reflects unpolished reality, as opposed to the heavily branded, high-curated highlight reel of someone’s life on their social media platforms. It makes sense that this preference applies to their perception of advertising.
Today’s consumers can spot an insincere brand from a mile away. Inauthentic brands post content that is salesy, phony and invasive to the consumer. What brands should be doing instead is posting with the consumer’s experience in mind.
So how does a brand create authentic content for social media? Here are our top 3 tips.
Use Your Voice
Whether it’s through humour, or through poetic ruminations, let your personality shine through. This should be reflected in the way you write your captions and describe your products/services.
2. Know Your Target Audience
As we said, you need to be posting with the consumer’s experience in mind, and to know what your consumers want, find out what they’ll respond to, what they’re interested in, and how they see themselves.
3. Interact With Your Audience
Interacting with your audience also helps you know them better. People crave that connection with brands. So get replying to those comments!
Contact the Clique Team today for more insight!