Authentic Content > Polished Content
Why It Matters
If you’re struggling to secure ROI with your social media marketing, we’d tell you first to look at your content. Are you prioritizing authentic content or polished, more graphic-heavy content?
Here, we’ll explain why authentic, relatable, REAL content is IN and polished, formal, professional content is OUT.
Realness Works
People respond to authentic content. It’s a fact, not a theory. But even so, we put this to the test with a little experiment of our own.
In one of our client engagements, we work to secure leads for dental implant practices. We recently noticed a dip in qualified leads coming from our ads. After some analysis, we realized this lull came after we began posting more polished, edited videos of happy patients.
We decided to do a direct comparison with what we know works. We took the same videos – the unedited, raw, authentic versions – and used one short clip from one of them in an ad instead. Within 24 hours, our leads began to rise (by 1700%!), and our cost per lead significantly decreased. We were back in business.
We’re Right, Ask Anyone
Authentic content outperforms polished content because people crave genuine realness. Authenticity directly correlates to solid well-being, perception, and relatability. It lacks defensiveness and unattainability. This is what we all crave.
When was the last time you responded well to obviously fake, edited, polished content on social media? The odds are the answer is never. Why is that? Simply put, it’s because authenticity draws people to one another.
With this in mind, our focus in social media marketing is always to “stand out by fitting in.” We mean that social media users open their apps to connect with friends, family, loved ones, and other people in their circle. Whether it’s to communicate via private messaging or just to check on what others are up to, social media’s primary purpose is to be SOCIAL.
If these users’ feeds are clouded by heavily branded graphics or unattainable stock images, that’s an easy way to guarantee continued scrolling—or worse, earn yourself some unfollows. It’s blatant advertising, and nobody likes to look at advertising in their social media feeds.
Instead, publish authentic content of real people, happy ones who are pleased with their engagement with your brand. Let them do the talking on your behalf. Your audience will trust them over your obvious promotions any day.
Authentic Content = A Bridge to Your Audience
Keeping it real while positively representing your brand isn’t a small task. It takes so much thought, planning, and intention. But it’s well worth it when you find that secret sauce.
You bring your audience and customers in by putting your brand’s authentic content on full display. They’ll feel a more personal connection with your brand and the people behind it. It builds brand loyalty, trust, and credibility.
People enjoy being a part of something, and if your brand’s authentic content resonates with them, they’ll feel a part of your community. And when they feel connected and communal with your brand, it drives loyalty, sales, and happy customers.
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