Visit Us

The Ideas Factory, Curlew Pavilion, Portside Business Park, 189 Airport Road West, Belfast, BT3 9ED

Email Us

Call Us

(028) 9073 0999


Why authenticity in your social media strategy matters

What does it mean to be authentic? 

'Being authentic means coming from a real place within. It is when our actions and words are congruent with our beliefs and values. It is being ourselves, not an imitation of what we should be or have been told we should be.’ (Psych Central, 2016)

Rather than building a brand that offers a good product/service at a reasonable price, people want more. In an age of scepticism, consumers are looking for brand authenticity and purpose, and offer loyalty to brands that helps them to find a brand with authenticity and purpose. So, why is it important for your business to come across as authentic on social media? Research suggests that brand trust is at an all-time low and when customers don’t trust you, they begin looking for brands they can.

Research has found that over 64% of today’s consumers (Edelman 2020) are belief-driven buyers and choose principle over product. They believe brands can be a powerful force for change and support brands who are willing to take a stand.

Engagement on Social Media

Without engagement, social media would become traditional media, but people seek connections with other people and brands. This is an opportunity for brands to talk and engage with their audiences to create meaningful conversations. Thus, boosting brand awareness and customer loyalty. 

A good way to measure your engagement and how your content is performing is if it’s resonating with your audience includes likes, shares, follows clicks, mentions, direct messages, retweets and replies.  

According to Facebook: “Meaningful engagement on a post is an important signal and should be prioritised…it provides people with a greater sense of well - being.” People love seeing brands responding to them and 66% of people view brands more if they respond to requests on social media. Additionally,  engagement builds relationships, allowing the brand to learn and understand how they can improve their product/service by asking customers how they can improve. 

Take a look at these well-known household brands and how they communicate with their audience on social media:


Fluffed up content is everywhere and businesses need to stay far away from dishonest content as possible, how do you do that? By getting honest and real about your product/service wherever you can. Examples of doing this could include behind the scenes content and  humanising your brand with your social media content. 

If you’re selling a product or service, be open, honest and transparent with your customers. Explain to your customers how you make it, share stories with them, be clear about the materials you source and where they come from or how you design the things you want them to buy. If you provide a service, share the work that goes into creating your customer experience. Here are a few other suggestions to consider:

Skip the call to actions for a minute

As we all know, the point of marketing is to encourage and create an opportunity for people to buy your product/service and with this in mind your social media strategy shouldn’t be any different, yet, it can be good to take a break from the “buy now” and call - to - actions now and then. Connect with your audience, create positive, meaningful interactions and brand moments that will encourage them to keep seeing your business as the “go-to” solution for their needs. 

If you mess up, own it

We’ve all been there, a typo, bad grammar or a reply that didn’t go down well. The immediate reaction when this happens is to delete the post and forget it ever happened but we wouldn’t recommend doing this. Instead, own up to your mistake, take responsibility and always remember, there’s a way to fix it - now if that’s not called being authentic, we don’t know what is! 

If you’re going to talk the talk, then walk the walk

Ask yourself this question. Why does your brand exist? Is it to solve a problem? Is it to make a difference in people’s lives? What is your companies mission statement that makes your business tick? Once you’ve answered these questions and integrated the deeper meaning of why your business exists, you can start implementing this strategy into every aspect of your business. 

A prime example of this comes from Airbnb, which launched an ad called “WeAccept”, communicating their values in the context of President Trump closing America’s borders back in 2017. The ad shows a montage of different people of different nationalities calling out “We believe no matter who you are, where you’re from, who you love or who you worship, we all belong. The world is more beautiful the more you accept.”

We live in an age where people want to share their opinions and experiences online and also experience the brands they follow in an authentic and real way. Although this may present challenges to brands on social media, they must get on board for engagement rates to increase. Remember, your social content is ingrained in your brand, so make sure it’s great. The beauty of social media for consumers is that you can be anyone you choose, but, what marketers are learning is that, for brands to be successful on social, it pays to be authentic and consistent in your values. 

About Whitenoise 

Four teams. One studio. 

At Whitenoise, we offer brand identity development and graphic design across all traditional and digital media, advertising for tv, press, radio, OOH, online and ambient. 

Our animation offering includes 2D/3D animation and motion graphics, FX, CGI and 3D visualisation. Our film team works with the latest technology for business and broadcast, we have 4k film capture capability, Steadicam, aerial videography and sound design. The digital team offer social media services including content creation, copywriting, social media management and digital advertising.

For a full list of services, visit our website: 

Further reading

The Evolution of the Promotional Film 01-02-2021

The Evolution of the Promotional Film

If you’re part of an organisation, you likely need video content to advertise your offering and communicate your unique selling points to the world. But with markets changing and digital trends evolving almost every day, how do you keep up to date?

Read the article
Social Media Trends - What to look out for 27-01-2021

Social Media Trends - What to look out for

Read on to hear our in-house Digital Marketing and Social Media team’s scoop on the hottest social media trends for 2021 and how you can implement them into your marketing strategy.

Read the article
Huge, Enormous Exciting News! 13-01-2021

Huge, Enormous Exciting News!

Due to our continued growth, Whitenoise is proud to announce that we have expanded our creative offering to include bespoke Digital Marketing and Social Media services tailored to your business.

Read the article