In this world of social media, streaming entertainment, and online shopping; everything appears to gravitate toward the internet. As we fall deeper into the digital divide and get lost in our virtual life, there’s a growing hunger for genuine, honest, and authentic content.
Successful social media and video marketing influencers advance their message by offering what people crave… Authenticity.
Why Does Authenticity Work?
Our society depends on trust in our public and private institutions. That trust helps define our identity and behavior, making life predictable. In the current vacuum of social negativity, people are drawn to honest authenticity.
Over the past 50-years, public trust in organizations, institutions, and each other has steadily declined. Distrust, discord, and deadlock, all fueled by corruption and scandal, amplified by social media and fake news; creates a decay of truth, loss of trust, and growing polarization of our social fabric.
As a result of greed, we have a sense of being lied to and taken advantage of. Betrayed by government, religion, and business; though a succession of lies and deception, all to protect or grow the bottom line.
This cloud of distrust can offer a break for those willing to step up and offer authentic, transparent, honesty.
- Honesty builds respect and trust
- Identifies your organization as a quality and trustworthy source
- Creates substance and personality for your brand
- Brings attention to the quality of your product or service
- Elevates your brand influence and impact
- Encourages people to engage and advocate for your business
Being authentic means staying true to who you are, what you do and who you serve. It’s not about attempting to spin a message, emulating the competition, or being more than you are.
Even if it’s a simple message, finding that authentic voice starts with focusing on your strengths. Get to the core mission and value of the goods or services your organization offers:
- Always be honest, genuine, and realistic
- Establish trust through modest pride and sincerity
- Express genuine interest in your product or service and its impact
- Share your message with personality and sincerity
When focusing your message to represent the authentic approach, consider the following checklist:
- Identify the purpose behind what you do, other than making money
- Be confident in your mission and your passion
- Be true to your brand identity at all times
- Keep the message simple, focused, and consistent
- Highlight your charitable nature
- Understand your audience and consumer
- Show personality through blogs, videos, bios, and regular updates
- Position yourself as an authority, offering your expertise and experience
- Offer that expertise freely, without pretense or arrogance
- Remember; if in doubt, leave it out
- Highlight your achievements and experience, with positive modesty
- Only make claims or promises you can keep
- Plan to interact with your audience
Authenticity may not be an easy road to success, but it does build a sustainable path for the long run. People love leaders they can trust.
