Authenticity And Relatability - How To Make Social Media Work In 2024

content digital marekting social media Feb 20, 2024
People making heart shapes with their hands

At the end of last year lots of people were talking about the social media trends for 2024. Authenticity and relatability kept coming out top. It really has become the cornerstone of how brands connect with their audiences.

Consumers are no longer just buying products or services; they're looking to connect with brands that share their values, understand their needs, and communicate in a genuine, human way. So, brands that focus on self-promotion are a major turn-off.

Being authentic and relatable on social media is not an easy thing to get right. In this blog I’ll explain why being authentic and relatable are more crucial than ever and provide practical tips on how to add these into your social media strategy.

The Importance of Authenticity and Relatability in 2024

Building Trust
In a world cluttered with misinformation and fleeting trends, authenticity serves as a beacon of trust.

Brands that consistently present themselves truthfully and transparently are more likely to build and maintain trust with their audience. And eventually trust leads to sales and loyal customers, which is where you want to get to.

Fostering Engagement
Relatable content resonates on a personal level, encouraging interactions, shares, and discussions. This not only boosts your content's reach but also strengthens the relationship between your brand and its followers. 

Look at social media as more of a slow burn. It should be a space to create deeper connections, meaningful interactions and customer relationships. Driving more ROI over the long term.

Enhancing Brand Loyalty
When customers see their values and experiences reflected in your content, they're more likely to develop a deep, loyal connection to your brand.

These superfans will actively advocate for your brand, become repeat customers and spread the word about you, attracting new customers. This is incredibly important in an era where competition is high and switching costs are low.

How to Make Your Social Media Content Authentic and Relatable

1. Stay True to Your Brand Identity

Identify and communicate your brand’s core values, mission, and personality. Consistency in these areas is key to establishing an authentic brand identity that your audience can relate to.

2. Share Real Stories

Incorporate behind-the-scenes videos, customer testimonials, and user-generated content into your social media strategy. Everyday experiences, things that worry your customer and personal stories work well.

People buy from people. Encourage the people who work in your business to get in front of the camera, so your followers can really get to know you. They don't have to talk. Show people what they do in their everyday job, even what they have for lunch. Humans are naturally nosey and this kind of content is very relatable.

Real stories not only humanise your brand but also provide tangible proof of your value.

3. Engage Directly with Your Audience

Be your person-self and not your super-serious-brand-self. After all, social media is not a place where you talk at someone. It is an interactive space for two-way conversations.

Make an effort to respond to comments, messages, and reviews. Open dialogue shows that you value your audience's input and are attentive to their needs and opinions.

4. Provide ‘Enjoyment’

Consumers are saying it loud and clear. After staying in touch with family and friends, the top reason they use social media is to be entertained and to mentally unwind (HootSuite Social Trends Report 2024).

But don’t be afraid of the word entertainment. It’s not just about humour. It's about making sure your content adds value like finding inspiration, getting excited, feeling moved or learning something new. Try content such as quotes, behind the scenes, how to videos, interesting facts or stats, memes, POVs (point of view) etc.

Content that adds value is more likely to be shared and remembered. Surely you can find something enjoyable you could provide to your audience?

5. Show Vulnerability

Don’t shy away from admitting mistakes or sharing challenges. Vulnerability can be a powerful tool for connecting with your audience on a human level.

6. Use Visuals Authentically

Prioritise authentic imagery and maintain a consistent look and feel that reflects your brand. Authentic visuals are crucial for capturing and retaining your audience's attention. Invest in good photography and videography and avoid stock imagery.

7. Maintain Consistency and Variety

A regular posting schedule keeps your audience engaged, while a mix of content types caters to different preferences and keeps your feed dynamic. Download my Content Calendar to help with this.

8. Listen and Adapt

Use feedback and analytics to refine your strategy. Understanding what resonates with your audience and what they want allows you to produce more of what works and less of what doesn’t.


So, what’s next….

As we navigate the evolving social media landscape of 2024, authenticity and relatability have emerged as non-negotiable elements of a successful online presence. However, with generative AI on the rise, the challenge for brands is  to get the balance right between efficiency and authenticity.

By embracing this approach, brands can create meaningful connections with their audience, build trust, and foster loyalty. Remember, in a world where everyone is trying to sell something, the most powerful tool you have is your authenticity. Be brave with unrefined, unfiltered content and remember perfect isn’t always perfect! You never know where it might lead you!


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