Since TikTok burst onto the social media marketing scene a few years ago like a Labrador puppy in a fancy restaurant, marketing campaigns have trended away from neat, polished feeds towards more unrefined, ‘authentic’ content. Consumers are looking for honest, transparent, and genuine brands in their interactions. However, there is a growing debate about whether authenticity is always the best strategy for brands. So, where do we draw the line?

The Case for Authenticity:

Builds trust with your audience

Authenticity is key to building trust with your audience. When brands are honest and transparent about their products, services, and business practices, they create a sense of credibility that can lead to stronger customer relationships and increased brand loyalty. Authenticity helps to attract the right kind of customers who share your values and beliefs. This can lead to more meaningful interactions and a stronger sense of community around your brand.

Differentiates you from your competitors

In a crowded social media landscape, it can be challenging to stand out from the competition. Being authentic helps to differentiate your brand by showcasing your unique personality. The bizarre fever dream that is Duolingo’s TikTok account is the prime example of a brand having a personality that’s incredibly memorable and sticks out, well, like a giant green owl.

That being said, the aim of authentic social media marketing is to blend in with the organic content produced by individual users. With a less polished feel and a similar tone to the content around it, your posts will feel less jarring and are more likely to create a positive reaction.

Allows for creative freedom

Inauthenticity can allow for more creative freedom in social media marketing. Brands can experiment with different strategies, such as viral challenges or meme marketing, without worrying about staying true to their brand identity.

Increases engagement

When brands show their true personality and values, they give their audience a reason to engage beyond just their products or services. Authentic content should give users a reason to watch it. Whether that’s entertainment or education, it can lead to increased engagement, such as likes, comments, and shares, which can in turn boost your visibility and reach on social media.

The Case for Inauthenticity:

Drives sales and conversions

While authenticity may be important for building trust and loyalty, it may not always be the best strategy for driving sales and conversions. Inauthentic tactics, such as influencer marketing and product placements, can be highly effective in driving immediate sales and conversions. Proven methods of advertising have worked for decades.

Avoids controversy

Companies trying too hard and having too much creative freedom can sometimes feel cringeworthy, or worse, lead to controversy or backlash. Inauthenticity can be a way to avoid controversy by sticking to safe, tried-and-true marketing tactics that work well but don’t rock the boat.

Saves time and resources

Being truly authentic requires a lot of time and resources, including creating high-quality content and engaging with followers. Inauthentic tactics can be a way to save time and resources while still achieving marketing objectives.

Finding the Right Balance:

So, where do we draw the line between authenticity and inauthenticity? The answer is not always clear-cut. It depends on a variety of factors, including your brand identity, your audience, and your marketing objectives. Here are some tips for finding the right balance:

Remember who you are

Understanding how your audience perceives your brand is key to finding the right balance between authenticity and inauthenticity. Some companies suit being funny and authentic a lot more than others. For example, imagine if Lloyds Bank’s famous black horse suddenly took on the personality of the Duolingo owl and started producing content with that kind of tone. It would just feel wrong.  While inauthenticity can allow for more creative freedom, it’s important to stay true to your brand identity. Don’t sacrifice your brand’s core values and personality for the sake of a quick win.

Experiment with different tactics

Don’t be afraid to experiment with different tactics to see what works best for your brand. Try out both authentic and inauthentic strategies to see what resonates with your audience and achieves your marketing objectives.

Be transparent

Even when using inauthentic tactics, it’s important to be transparent with your audience. Disclose sponsored posts or product placements, and be honest about your marketing objectives.

Stay flexible

Social media is constantly evolving, and what works today may not work tomorrow. Stay flexible and adapt to changes in the social media landscape to find the right balance between authenticity and inauthenticity.