To be effective in 2024, Social Media Marketing requires an authentic approach that reveals the reality behind polished appearances and creates powerful bonds with customers.
In my time as a social media professional, I’ve come to realize that no matter how much effort I put into creating content, my posts don’t always get the views I expect. Sometimes, I spend a long time developing high-quality content, but the numbers don’t stack up the way I hoped.
At the same time, some of the posts that perform best aren’t picture-perfect. They might have less-than-ideal lighting, or someone might stumble when they’re talking. Yet there can be beauty in imperfection, and according to our analytics, genuine expression can connect with our audience more effectively than staying on script.
These experiences have taught me a valuable lesson about the power of authenticity on social media to boost engagement. If there’s one social media trend to master in 2024, that’s it — communicating authentically.
Today’s consumers aren’t impressed
As social media has matured, so have consumers. Many are no longer impressed by businesses’ slick marketing messages on social media or elsewhere. According to a [https://www.socialmediatoday.com/news/survey-reveals-that-ugc-can-drive-improved-trust-and-loyalty-for-ecommerce/606801/] 2021 survey, only 19 percent of participants called brand-created content authentic, and only 12 percent credited it as having a high impact on their purchasing decisions.
While influencers are still popular, most people have lost trust in them, largely due to the number of out-of-touch and inauthentic influencers that have flooded social media. According to a [https://www.thedrum.com/news/2023/06/06/nearly-90-consumers-no-longer-trust-influencers-new-study-finds] 2023 survey, the slice of Americans who would become more likely to purchase a product or service if it was promoted by an influencer is only 12 percent. Indeed, 51 percent of respondents said they scroll past influencer posts, while 42 percent say they regret making a purchase an influencer promoted.
Given these trends, connecting with today’s customers necessitates a different approach. In my experience, sharing in an authentic manner is what resonates most.
What is authenticity in social media?
Authentic posts involve being real, honest, and true to one’s values, beliefs, and identity to show the real person or organization behind the image. It goes beyond just telling the truth and giving people accurate information to being willing to show oneself as human. These quirky, unexpected, or offbeat moments might even entail being vulnerable by letting your audience join you “backstage.” It’s the equivalent of letting them hang out with you in the green room before or after a performance.
These more authentic posts give people more detailed insight into businesses and nurture feelings of connection, kinship, and belonging. They create powerful positive connotations in people’s minds and make people feel welcome within the brand’s community.
For example, one of the best-performing social media campaigns we did hopped on the “we work at [fill in the blank], obviously we [insert quirks]” trend, along with major brands like Goop, Free People, and Vogue Magazine. Our video spotlit our unlimited PTO, standing desks, ping-pong table, and dog-friendly environment.
What does showcasing our agency’s perks have to do with our work for clients? From the positive response we received, it meant more than you’d think. This approach gave a lighthearted glimpse into our exciting company culture and effectively illustrated our fun workplace. It also demonstrated our sense of humor and willingness not to take ourselves too seriously. The increased comments, shares, views, and likes this post generated affirmed the effectiveness of this strategy, further solidifying our brand’s presence and appeal on social media platforms.
Connecting with people personally and emotionally
In another top post, one of the dogs who hangs out at our St. Petersburg office — a GoldenDoodle — interrupted one of our co-founders while he was recording a podcast and climbed on his lap. Again, this sweet moment doesn’t have a lot to do with PR, but the co-founder’s reaction is cute as he pulls the dog in for a hug. The dog’s neediness is endearing, and the exchange reflects our company’s dog-positive ethos.
The response to this video was fantastic, with over 5,000 views on TikTok, lots of engagement, and positive feedback. It connected with people more personally and emotionally in ways a salesy or PR-focused post never could. It showed that we’re not just another faceless company — we’re real people with a genuine love for what we do and for our pups! By releasing our attachments to outcomes and pausing to have some fun, we’ve been able to improve our outcomes more than ever.
Authenticity sets you apart
When you keep it real and let your true colors shine, your audience will respond. Sure, high-quality content is great, but authenticity is what will set you apart from everyone else online.
That said, don’t get discouraged if something doesn’t blow up immediately. It’s all about keeping your chin up and staying true to yourself. Given the dynamic nature of social media, we are all experimenting and learning with every post we put up. Naturally, not everything is going to work out the way we planned.
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ABOUT THE AUTHOR

Jacklyn Lavoie , Marketing Specialist – Otter PR
Jacklyn Lavoie works with Otter PR as a Marketing Specialist with a concentration in social media. She initially refined her organic social media skills by spearheading marketing initiatives for her own online retail store. She graduated Magna Cum Laude from Stetson University in May 2022 with a Bachelor of Business Administration and a minor in Marketing. While there, she balanced academic excellence with a distinguished career as a D1 student-athlete and was elected team captain her senior year.