Do you know what the worst thing about social media is? It’s that people can hide behind it. You can’t trust the profile. You can’t trust that their words, thought, actions, or photos are authentic. It’s so easy to fake it online. It’s so easy to pretend from behind the screen. Hear me when I say this, you can’t always fake it ‘till you make it. Faking it will only get you so far until you lose the trust and attention of your viewers because of your inconsistency & unreliability. So be authentic. Be real. Be honest. We’re all human, we all make mistakes, we don’t always make the right choice.
Here’s what authenticity does: it makes outsiders feel like insiders. By being authentic we humanize ourselves. As a brand when we are authentic we become more approachable to our consumer, we remind them that there are actual people behind the brand. That we aren’t all business and no fun. We gain their trust by being honest with them and admitting when we mess up. Messing up is okay, it’s what you do with the mess up that matters.
Examples of brands that are getting it right:
Patagonia: they literally ran a campaign called “Don’t Buy This Jacket” on Black Friday in 2011.
The premise of the campaign was asking consumers to think about the environmental impact of consumerism. It worked the company saw its revenues grow about 30 percent to $543 million in 2012, followed by another six percent growth in 2013.
Southwest: I mean does this brand not just give you all the feels? They are 100% open and honest with their consumers and it shows. They employ authentic fun advertising and practice a “no hidden fees” type of transparency.
Chipotle: they celebrate ingredient transparency. In fact their business is driven by it. They offer complete transparency on where they get each of their ingredients down the the ones no one can even pronounce like “gypsum” which is used in their tofu. They even started their own instagram account just for their ingredients called @ChipolteForReal. The account highlights each ingredient, what it’s used in, and where it’s sourced from. This type of transparency & authenticity creates trust between the producer and the consumer giving Chipotle credibility as a reliable place to eat!
So go out there, be real, be reliable, be transparent, be honest, & be authentic.
And if you’re having trouble figuring out how to be that way, contact me:)