What is authentic marketing?

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These two things may seem at odds but they are not mutually exclusive—in fact, they go together like peanut butter and jelly. There are many ways to keep your audience up-to-date on product offerings through authentic content, and brands who get this right have much to gain.

In this article, you’ll find authentic marketing examples, tips for getting it right and what brand authenticity really means. Let’s get into it.

Brand authenticity on social media refers to whether estonia b2b leads brands come off as genuine, tapped into their customers on social and true to their values. It’s partly achieved by creating customer-centric, genuine content that feels relatable and aligns with the company’s voice and values. And it’s a key ingredient to building trust and loyalty with consumers, and marketing to Gen Z.

A green graphic with a question mark at the top and a headline that says, what is authentic marketing? The definition below says, Brand authenticity on social media refers to whether brands come off as genuine, tapped into their customers on social and true to their values.
Personally, I call it “foot-in-the-door” marketing. Content that’s interesting, relatable or valuable to your audience gets your foot in the door. Then you can follow up with sales messaging—but you must continually build interest and trust, too.

Consumers have grown wary of inauthentic posts and brands treating them like dollar signs. And we’ve seen a unique pushback from audiences and creators alike. Look at how audiences have embraced lo-fi content over highly-polished posts, or the rise of deinfluencing.

The rise of creators has also put new pressure on brands to feature real, trusted faces and customers on their channels. And call-out culture has rightfully made brands think twice about posting topical messages if they can’t take action.