Keeping it Real: How Authenticity is Driving Social Success

New data from Sprout social is showing us, yet again, that authenticity is king. 

We’ve all felt the shift happening. People are leaning into the unpolished.

They’re laughing at the brands that can take a joke.
They’re saving the posts that actually feel like they were written by a real person.

They’re sharing the ones that made them feel something. 

For a while, everyone was chasing the perfect grid, the overly curated tone, the cold hard CTA at the end of every caption. That worked for a bit. But now? Not so much.

Today, the brands that are growing online are the ones that are actually showing up like real people.

We’ve been pushing our clients in that direction. Less ‘perfection’, more personality. We’ve helped them experiment with fun trends, showing the behind-the-scenes of their days, and highlighting the faces behind their brands. 

The result? Stronger engagement. More reach. And best of all, more genuine connection.

We’ve taken our own advice too. We’ve had a TON of fun with our own content lately (check out our socials for proof). 

We’re trying new things, seeing what sticks, not overthinking every word. Social media is always changing, and we need to change with it.

It isn’t just about broadcasting anymore. It’s about building relationships.

Recent data from Sprout Social confirms it: 91% of people believe in social’s power to connect people, and 64% of consumers want brands to connect with them. 55% of consumers say want brands to use social media to connect like-minded people, and 36% of consumers are looking for communities they can belong to. 

And with community comes the decision to make a purchase, with 57% of consumers sharing that they’re more likely to increase their spend when they feel connected to the brand.

If you’re not making that connection? 76% of consumers are making their purchase from another brand that is. 

So if you’re second-guessing your next post because it’s not polished enough or it doesn’t have a hard sell, post it anyway.

Social can be strategic, smart, and fun. It can drive results without feeling like an ad every time.

You might be surprised what happens when you stop trying to go viral and just try to be real.