By Shelley Bosworth, Business Coach, and FMCG Expert.
In an online world, most marketing efforts focus less on selling a product or service and more on building positive awareness. Why? Because engagement relies on being top of mind and visibility is essential. Consistent visibility gives you a competitive advantage by building trust and credibility, enhancing recall and recognition, and encouraging a perception of reliability. This should be a priority for brands and influencers, as well as entrepreneurs whose business success is linked to a strong personal brand.
In image above: Shelly Bosworth, Business Coach, and FMCG Expert.
But getting visibility right isn’t necessarily easy, and it can seem like the goalposts are always changing when savvy consumers are quick to call out something they don’t like. And if there’s one thing that’s generating criticism right now – especially with Gen Z and Gen Alpha – it’s the apparent crime of inauthenticity.
Authenticity has become an overused buzzword. Some argue that deliberate authenticity can only ever be ironic. However, the true meaning of authenticity lies in being genuine and acting in accordance with your values. This holds weight and is a powerful motivator for consumers. 2024 has been named the official ‘year of authenticity’ as audiences have grown tired of polished and professional sales-led content. Many people claim to be fed up with the highlight reel on social media displaying fake perfection, which often leads to cynicism and even mistrust. Instead, there is a desire for original content that allows us to see what a brand stands for, behind its veneer. Still, it’s a fine line to navigate.
For some, being courageous enough to reveal their true selves works wonders: think Pamela Anderson’s recently well-received make-up free content online. On the flip side, there are also many examples of the truth falling short of expectations. When Sharon Stone revealed her struggles after a stroke, her work almost immediately dried up.
Selling anything is about aspiration, so how can brands and influencers balance the two sides of the coin?
Firstly, there is no one-size-fits-all guide to authenticity, because it is about reflecting you or your brand’s essence, starting with knowing your values. Once those are clear, you can look at sharing stories, be transparent about the challenges, successes, failures (yes, really), and lessons learned. Consider behind-the-scenes snippets that offer glimpses into your daily work life and the creative process. Look for ways to maximize UGC by encouraging followers to share their experiences with a product or service before reposting it - a survey by Stackla found that 60% say UGC is the most authentic form of content.
Then there’s holding your hands up and being accountable. If there’s a mistake or issue, address it openly without any filters – it builds brand trust and a surprising amount of loyalty.
When it comes to influencer marketing, the landscape perhaps gets a little more complicated – but authenticity is still the order of the day. Authentic influential content cultivates consumer relationships that convert to sales – so think of influencers as brand-driving vehicles. Trustworthy creators who engage in honest conversations and share authentic experiences, build rock-solid trust, benefiting brands with higher engagement, loyalty, and positive associations.
A good example is Gary Vaynerchuk, a serial entrepreneur and author, renowned for his candid and unfiltered approach. His online presence emphasizes hustle, truthfulness, and practical advice. There’s also Tabitha Brown, an entrepreneur, actress, and social media influencer who has grown her brand by creating relatable and authentic content. Her viral cooking videos on platforms like TikTok and Instagram have garnered an impressive long-term following.
Both influencers get paid by brands to promote their products or services, but they are selective about whom they endorse to avoid damaging their credibility.
Credibility. Now, this is crucial in 2024 and a natural extension of authenticity.
That's why we're seeing more celebrities supporting brands and causes that genuinely matter to them, rather than endorsing just anything that pays. Additionally, business owners are increasingly sharing the realities behind the scenes, keeping it real and being more vulnerable than ever. This approach has led to skyrocketing engagement.
If a brand wants to leverage influencer marketing and create authentic content, it must understand that consumers today seek transformation and solutions to their problems. They want to see the before and after, believing that the solution can genuinely work for them too. This naturally brings us to the importance of representation. Diversity is no longer up for debate; we must move away from promoting the perfect image. Embracing all shapes, sizes, and perceived flaws is essential to celebrating the uniqueness of individuals and communities.
In short, ‘getting real’ has never had so much potential power, just make sure it’s an honest expression of who you are.
Shelley Bosworth is an International Business and Mindset Coach based out of Dubai, UAE supporting women in business to take control of their mindset through coaching and consultancy.
