Why is authenticity important in digital marketing?

Authenticity is the key to building trust with your customers. By keeping it real, the relationship between your brand and your followers is strengthened, leading to increased customer engagement, respect, and even loyalty. Tik Tok revealed this from its study…

Towards Authentic Digital Marketing

Authenticity is also about perception and how brands are perceived. When a customer knows they endorse a genuine and honest brand, it creates a positive feeling about their choice. And who doesn’t want to feel good?

The days of perfectly organized content are over. Instead, it’s now about capturing and revealing authentic everyday moments in the form of photos and videos to which your followers can react instantly. Think Instagram Stories or TikTok.

Actually, Tiktok shows the evolution towards authentic digital marketing. This social network also represents an emerging trend in which consumers choose to buy from companies that share their ethical, social and political beliefs.

It’s important to channel authenticity through your brand’s social media presence in order to increase sales and show ROI. For example, take a look at this really cool publicity stunt by Nespresso Talent on TikTok. The better relationships brands can build with their potential customers on social media, the more likely they are to engage with their content and buy your product.

TikTok, the king of authenticity?

TikTok set out to do this in their latest research, partnering with Nielsen to better understand how TikTok makes users feel and what really sets this app apart from the competition.

This study was conducted with over 8,000 TikTok users from across the world to get their opinion on different aspects of the experience in the application. This includes their perception of TikTok content and ads, showcasing some of the key trends, which probably helped fuel the social network’s huge growth.

Surveyed users find TikTok content unique, authentic, unfiltered and cutting edge. Also, especially when looking at advertising material, users always tend to conjure up words like authentic while adding authentic, genuine, unique and fun.

Overall, the results highlight the emotion, joy and general positivity brought by the app, which may not be present in other apps.

The main findings show that:

  • On average 53% of TikTok users say they trust others on TikTok as much as they are themselves;
  • On average 31% of TikTok users include “cheering me up”, which is one of the top three reasons to return to the app again and again;
  • On average, 59% of TikTok users feel a sense of community when they are on the social network;
  • 77% of TikTok users say that TikTok is a place where people can express themselves freely;
  • On an average 77% of TikTok users say that they have read comments on posts and videos on Tiktok.

If you’re just trying to sell your products, you’re just white noise. However, if you establish relationships with your goals, your prospects, and your customers, you become a reliable partner with whom they will choose to do business in the long term.

In a world full of entrepreneurs and marketers who can be anything but honest, take the path of authenticity in everything you do. As a result, you will form an indestructible bond with your target, you will stand out from your competitors, you will be able to increase your notoriety and ultimately be more successful. So go ahead, get started, introduce yourself as your most authentic self.

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