Why ‘Authenticity’ Is Trending on Social Media

Why ‘Authenticity’ Is Trending on Social Media

Key Highlights:

  • Social media has shifted to reflect a desire for more, genuine and relatable interactions.
  • Gen Z’s are more skeptical and value posting frequency and follower count.
  • Modern consumers today expect brands to be transparent about their business practices.
  • Consumers want brands to define what authenticity means to them.

The Evolution of Authenticity

Just a short few years ago, social media was dominated by meticulously curated content. Instagram grids were flawlessly designed and videos were produced with high-quality aesthetics. Then came TikTok, which was seen to be part of the reason this trend phased out significantly. Today, more than ever, audiences crave raw and unfiltered content, leading to the rise of photo dumps, straight-from-iPhone type of footage, and real-time posts. This shift is rooted in the desire for human authenticity, a concept that has become synonymous with trustworthiness and relatability.

This shift towards authenticity is driven by a fundamental change in consumer behavior (Team Asia). In the search to feel ‘normal’, audiences seek genuine connections and real stories that resonate with their own experiences. They are less interested in polished perfection and more in content that reflects real-life moments and imperfections, which they find more relatable and trustworthy.

Generational Perspectives on Authenticity

Research indicates that about half of all consumers prioritize authenticity in the influencers they follow. However, this figure drops to 35% for Gen Z, who placed more importance on factors like posting frequency and follower count. This suggests that younger audiences, familiar with the business mechanics of social media, are more skeptical of the “authenticity” older generations might accept.

According to a study by Sprout Social, Gen Z’s perception of authenticity is influenced by their awareness of social media as a business tool. They understand that even raw videos can be scripted or edited multiple times, leading them to seek deeper, value-driven content. This generational difference highlights the need for brands to adapt their strategies to meet the evolving expectations of their audiences.

An in-depth study published in the ACM Digital Library further explores this generational shift. The study found that younger audiences are more critical of content that appears inauthentic, even if it is presented in a raw format. They value transparency and consistency in messaging, and they expect brands to be honest about their motives and practices.

Defining Authenticity for Your Brand

To build authentic connections, brands need to define what authenticity means for them and seek influencers who align with this definition. Authenticity should reflect the brand’s core values and mission, resonating with the intended audience. Joe Greer’s partnership with Bandit Running exemplifies this approach. The partnership focuses on community-driven content, allowing Greer creative freedom and integrating community members into campaign shoots, thereby enhancing the brand’s authenticity.

In the Forbes article “Keeping It Real: The Importance of Having an Authentic Social Media Presence,” the author emphasizes that authenticity is not a one-size-fits-all concept. Each brand must determine what authenticity means in the context of its own values and mission. For some, this might mean showcasing behind-the-scenes content or sharing personal stories from team members. For others, it might involve taking a stand on social issues that align with their values.

The Role of Transparency

Transparency is a cornerstone of authenticity. Modern consumers expect brands to be open about their business practices, product sourcing, and manufacturing processes. Brands like Nisolo, which share detailed sustainability reports, exemplify how transparency can enhance authenticity and build trust with consumers. This transparency not only meets consumer expectations but also differentiates the brand in a crowded market.

The importance of transparency is further highlighted in the research paper “Authenticity Issues of Social Media: Credibility, Quality, and Reality.” The paper discusses how transparency in business practices and communication helps build credibility and trust. Brands that openly share information about their processes, challenges, and successes are more likely to be perceived as authentic and trustworthy by their audience.

Building Credibility through Authenticity

Authenticity and credibility are closely linked. Consumers are more likely to trust content that appears genuine and aligns with their values and experiences. A study published in the ACM Digital Library highlights the importance of maintaining credibility by being consistent in messaging and transparent in business practices. Brands that fail to uphold these standards risk being perceived as inauthentic and losing consumer trust.

In the same vein, AIMS Marketing discusses the critical role of credibility in building an authentic brand presence. They argue that credibility stems from a brand’s consistency in delivering on its promises and maintaining honest communication with its audience. This involves not only what is said but also how it is said and whether the actions of the brand align with its stated values.

(Source: Smith’s Brothers Media)

Strategies for Building Authenticity

1. Deep Audience Understanding

Understanding your audience is the first step in building authenticity. Use quantitative and qualitative data to gain insights into your audience’s values, preferences, and behaviors. Tools like social listening can provide valuable insights into what your audience values and expects from your brand. This understanding allows brands to create content that resonates deeply with their audience.

Sprout Social emphasizes the importance of using social listening tools to gather data about audience preferences and behaviors. These tools can help brands track conversations about their products and industry, understand the sentiment behind these conversations, and identify emerging trends that resonate with their audience.

2. Value-Driven Content

Align your social media content with your brand’s values. Highlight stories that reflect your brand’s mission and engage with your community in meaningful ways. For instance, Patagonia’s focus on environmental sustainability is consistently reflected in their social media content, reinforcing their commitment to their core values and building a loyal following. The article from Team Asia further elaborates on this strategy, suggesting that brands should focus on creating content that not only promotes their products but also communicates their values and mission. By doing so, they can create a deeper connection with their audience and build a community of loyal followers who share the same values.

3. Customer-Centric Approach

Featuring real customers and their experiences with your products can significantly enhance authenticity. User-generated content (UGC) and customer testimonials provide genuine insights and build trust. Encouraging customers to share their experiences and featuring these stories on your social media platforms can create a more authentic connection with your audience.

Forbes highlights the effectiveness of UGC in building authenticity. By showcasing real customers using and enjoying their products, brands can provide social proof and demonstrate that their products deliver real value. This not only builds trust but also encourages other customers to share their experiences.

4. Strategic Partnerships

Collaborate with influencers who actually share the same values as your brand. To ensure more genuine cooperation, use social listening to identify influencers who are already lovers of your company. Choosing influencers that are true to your brand’s goals and principles rather than just those with a big following is what it means to be authentic in influencer marketing.

Selecting the appropriate influencers is essential for preserving authenticity (AIMS Marketing). They advise doing in-depth research in order to find influencers whose audience fits your target market and who truly engage with your business. This guarantees that the collaboration is authentic and appeals to the target audience.

5. Selective Trend Adoption

While staying relevant is important, not all trends will align with your brand’s authenticity. Be selective and choose trends that naturally fit with your brand’s story and values. For example, brands like Glossier have successfully integrated trends that align with their minimalist and authentic brand image, enhancing their appeal without compromising their authenticity.

The research paper from UniKL discusses the potential pitfalls of blindly following trends. It argues that brands should evaluate whether a trend aligns with their values and message before jumping on board. This selective approach ensures that the brand remains true to itself and avoids appearing inauthentic.

The Impact of Authenticity on Consumer Behavior

Authenticity significantly impacts consumer behavior. Brands that maintain an authentic social media presence are more likely to foster strong connections with their audience, leading to higher engagement and loyalty. This connection is not just about what is posted but also about how brands interact with their audience. Responding to comments, engaging in conversations, and showing the human side of the brand are crucial for building trust.

Forbes discusses how brands that maintain an authentic social media presence are more likely to foster strong connections with their audience, leading to higher engagement and loyalty. This connection is not just about what is posted but also about how brands interact with their audience. Responding to comments, engaging in conversations, and showing the human side of the brand are crucial for building trust.

An article from AIMS Marketing also emphasizes the importance of authenticity in influencing consumer behavior. They highlight that consumers are more likely to support brands that they perceive as genuine and trustworthy. Authenticity can drive not only higher engagement but also increased sales and long-term loyalty.

The Future of Authenticity in Social Media

As social media continues to evolve, the concept of authenticity will remain central to successful branding. The rise of AI influencers and virtual personalities illustrates the shifting landscape, where authenticity will increasingly depend on how well brands can integrate their values into compelling, entertaining content. This trend underscores the importance of staying true to your brand’s mission and values, even as new technologies and trends emerge.

The ACM Digital Library study predicts that the future of social media will see a greater emphasis on interactive and immersive experiences. Brands that can create authentic, value-driven content in these new formats will be better positioned to engage with their audiences and build lasting relationships.


Authenticity on social media is multifaceted, involving transparency, value-driven content, and genuine interactions with audiences. By understanding the evolving expectations of different generations, defining authenticity for your brand, and implementing strategic approaches to content and partnerships, brands can build stronger, more trust-based relationships with their audiences. As social media continues to integrate deeper into the entertainment space, maintaining authenticity will be key to standing out and building lasting connections.

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