Social media is increasingly used by businesses, making it harder to stand out. In this context, performance no longer depends solely on posting frequency or following the latest trends.
To build a lasting connection with its community, a brand must first and foremost be consistent, sincere, and true to who it is. Let’s be clear right away: authenticity does improve performance. Here is how.
Authenticity online
Authenticity means communicating transparently and showing who you really are. In short, it means being real and being yourself. On social media, this translates into publishing without trying to project a perfect image. You need to make a strong first impression so that people fall in love not only with your products, but also with you. Your personality must shine through the screen, with consistency and intention.
Authenticity plays a crucial role because it directly influences how potential clients, partners, or colleagues perceive you. Even before a first interaction, your online presence becomes a showcase of who you are and how you work.
What is authentic content?
Authentic content can take many forms. It may include highly social, in-the-moment clips, “day in the life” formats that show everyday reality, fun trends adapted to your personality, behind-the-scenes content, spontaneous moments, or subtle nods that create closeness. These are pieces of content that blend naturally into the feed and give the impression of following a living, breathing brand.
Impact on performance
Being yourself is not just about image. It is a concrete performance driver. Authenticity supports customer loyalty, builds trust, strengthens credibility, and helps differentiate a brand. In very practical terms, sincere and consistent content often generates more views, higher engagement rates, and organic follower growth. This stronger connection with the community also makes it easier to drive action, whether that means inquiries or sales.
Users are not looking for flawless brands, but for human ones. Overly polished content is quickly forgotten, while authentic content generates more reactions, comments, and shares. Showing your daily reality, your work environment, and your challenges allows people to relate and build a stronger bond with your brand.
The trap of overly promotional visuals
On social media, as soon as content feels like an ad, it gets ignored. People use these platforms to be entertained, to disconnect, or to learn, not to be sold to. It is the same reflex as with television. When ads start, attention shifts elsewhere. On social media, the logic is identical. Users scroll to be entertained, not to watch advertising. This is also why it is not necessary to display your logo on every post. The goal is to create social content that naturally fits into the feed and makes people want to stop scrolling, not move on.
What if I feel uncomfortable on camera?
You do not need to show yourself to be authentic or to be appreciated. There is no obligation to appear on camera to create a real connection with your audience.
There are many ways to connect without being on screen, whether through photos or videos of other team members, written content, or voice-over narration.
Another effective approach is to openly say on camera that you are not comfortable and publish it anyway. By doing so, you show your true self and reach a wider audience, as many people who feel the same discomfort will recognize themselves in your message.
The BDK tip
To be perceived as authentic, take the time to clarify with your team what you want to highlight. What are your most important values? What types of content do you want to create? By establishing strong foundations, you will also see your performance improve. It is equally important to draw inspiration from existing online content. Creativity means taking elements that already exist and using them in an original way that reflects your brand identity.
