Not just another trend: authentic social content is here to stay

Trends are fun, and they take over the internet, but audiences might not bite unless you show your brand’s authentic self. While you might have thought “authenticity” was temporary, it’s a branding trend that’s here to stay. There are more than a few reasons why it should be a top priority in your social media toolkit.

Younger generations don’t just like authenticity — they demand it.

What has worked for your organization in the past might no longer be the best strategy for your organization. Both Millennials and Gen Z value authenticity and realness from brands. Given that these are the two biggest groups in terms of population size, brands must listen to their wants and needs. While these groups vary in the types of social media they use, one thing remains the same — they want brands to be authentic and transparent in their storytelling.

Millennials have been driving consumption for about a decade, and Gen Z are stepping up to make their own financial decisions. These two groups represent a majority of your potential customer pool, so it’s vital for your organization to take their wants and needs into consideration for business decisions — including your communications strategies. In order to build up your customer base, you need to ensure your communication with them resonates. 

Authenticity builds connections with your audience. 

The key to creating authentic content is ensuring your social media posts have a human touch; letting people know someone is behind the screen is important. Brands should purposefully and authentically engage with their audience throughout the entire process. Ask yourself: how likely are you to engage with something when it seems no one is there to listen? Your followers — and potential followers — are the same way! A person scrolls through hundreds of social media posts on any given day. In all the media clutter, you want your content to stand out and contribute to your business funnel. As you build authentic connections, you’re generating brand awareness and interest with the end goal of the consumer taking action — like buying your product or utilizing your services. 

Your public relations team keeps its finger on the pulse of the latest trends and changes in social media content. It can compile assets that not only solidify and unify your brand’s voice on social media but can also be used across your entire organization. This ensures your messaging remains consistent across all channels. They can also develop strategies for engaging your audience well after you click “post.” The more people who see your brand interacting with others, the more likely they are to join the conversation. 

Focus on building a quality content strategy. 

Pumping out post after post to garner attention is no longer the way to play the social media game. While a pretty picture can get people to your page, it might not be enough to keep them there. Quality, authentic content builds community and encourages people to engage meaningfully with your posts. If you haven’t already, it’s time to take a hard look at your social media strategy. 

This isn’t to say you need to stop posting all of your “aesthetic” shots, but you should be more intentional about the content you’re creating. You’re not alone if you don’t have a dedicated communications team crafting your social media calendars. While those ad hoc pretty posts are great, you might not be making the most of your social media usage. A team of PR professionals can help you implement best practices and strategies for communicating with your audience. 

Don’t get left behind. If you haven’t already, it’s time to hop on the authentic social media content train. It’s simple — be yourself, interact with your audience and the rest will take care of itself. Not sure where to start? Obsidian Public Relations can get you where you need to be. We can craft (and execute!) the ideal social media toolkit to add to your organization’s communication plan. Contact us today! 

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