Brands in all industries attempt to build trust with current and potential customers through social media marketing, but not all brands do it effectively. Real progress is achieved only through genuine and authentic efforts.
Why is authenticity so important in today’s hyperconnected world? Simply put, consumers aren’t passively consuming social media—they are highly discerning and turn away from inauthentic content. With a constant influx of content, consumers have become adept at ignoring what’s not worth their attention.
Avoiding Performative Marketing
Keeping up with the latest social media marketing trends includes using the right keywords and hashtags. But the brands that focus all their efforts in this area will likely turn consumers away. Rather than creating authentic content, they’re jumping on the performative marketing bandwagon.
Consumers can spot superficial content, so when brands make desperate attempts to get more attention on their content, they come across as inauthentic. Quality content sets aside gimmicks to address consumer pain points and seeks to resonate with them on a deeper level.
Keys to Success
Transparency and honesty are components of authentic social media marketing content. This can include engaging with your audience in the comments section, taking criticism seriously and being gracious with compliments. When you prove that you value feedback, you’re showing that you value the consumer.
Some brands will offer behind-the-scenes content to be transparent, and this also engages consumers. It provides further information that makes them feel more connected with your brand.
Are you considering partnering with an influencer? This is a highly valuable component of social media marketing, but only when the influencer’s values align with yours.
Another tip for more engaging content is to take it directly from your customers. User-generated content is one of the most authentic methods of conveying to consumers what your brand is about, the value it offers them and why your brand can be trusted.
If your day-to-day tasks leave you little time for focusing on social media marketing, outsourcing this important job to a professional would be valuable for your company. At SJC Marketing, we’re committed to telling your brand’s story and creating content that makes you a trusted brand deserving of consumer trust and loyalty. Contact us and let’s work toward a more consistent, impactful content strategy.