Social Selling Through Authenticity
Perfectly curated feeds and polished personas are finally a thing of the past. There has been a refreshing shift in social media (that I have personally been preaching about for years).
People are craving realness! We’re tired of all the fake personalities we get on reality TV being portrayed by normal people on social media. And guess what? That’s excellent news for your brand! Whether you’re a business owner, influencer, or a bit of both, showing up authentically on Instagram can do wonders for your business, sales, and customer longevity.
Building Relationships with Your Audience
Social media is all about… you guessed it… being social. Building connections, collaborations, and establishing relationships. According to a study by Sprout Social, 64% of consumers want brands to connect with them, and 45% will unfollow a brand that’s too promotional (yep, even if it is a brand selling items). What does this mean for you? It’s simple: the more authentic you are, the more people will connect with you. And when people feel connected, they’re more likely to trust you—and ultimately buy from you. Take a look at this chart from the same study:
Another study from Stackla revealed that 86% of consumers say authenticity is a key factor when deciding which brands they like and support. People are tired of the “perfect” facade. They want to see the person or the people behind the brand. They want to know your story, your quirks, and what makes you tick. They want to know you’re real.
Using Your Brand Personality
Before we get into this, I want to remind you that you have a brand personality. Even if you’re an influencer! Your brand personality is not the same thing as your brand identity:
Brand Identity: Your logo, fonts, colors, and brand assets that establish the design behind your brand.
Brand Personality: The human-like persona your brand portrays to the audience.
As a small business owner, influencer, and content creator, much of your brand personality is you.
Your brand personality is the secret that sets you apart from the crowd. It’s what makes you memorable and relatable. Whether you’re quirky, professional, bold, or laid-back, infusing your personality into your content can create a loyal following that’s excited to see what you’ll do next. And that’s because they can see a little of them in you and what you present. So, you know they aren’t perfect—why would you pretend to be?
Take Instagram Stories, for example. Stories are the perfect place to let your hair down and show your audience what goes on behind the scenes. Did your morning coffee spill everywhere? Share it! Are you celebrating a small win? Let your followers in on the celebration. These little glimpses into your life or your business create a more personal connection with your audience. You can also leave in those cuss words, stutters, and bloopers you think make you look less professional. They make you look like you!
How Your Relationship Can Lead to a Sale
Here’s a not-so-secret secret: people buy from people they trust. And trust is built through relationships. By showing up authentically and consistently on Instagram, you’re creating a space where potential customers feel like they know you. They’ll start to trust you as an expert in your field and as someone who genuinely cares about their needs.
Building these relationships isn’t just about the numbers—although those are nice, too! It’s about the quality of the connections you’re making. Engaged followers are more likely to turn into paying customers. By being authentic, you’re giving them a reason to not just follow you but to stick around and engage with your content.
People will buy from people they trust. Think about it. Do you have a favorite influencer or brand that you find yourself buying from, clicking their links, and waiting for their next drop? Think about why you continue to buy from them—what have they done to establish a relationship?
Have they chatted with you personally? Responded to your DMs and questions? Reshared your stories you tag them in?
Maybe you haven’t had much conversation, but they put their true, authentic self out there and you see a bit of yourself in the content they put out.
Do they share or select items that seem intentional and not just because it will make them a quick buck or sell out quickly?
There’s so many opportunities to build connections on social media. Here’s some ways that you can start showing up more authentically:
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Stories are perfect for giving your audience a glimpse into your daily life and the behind-the-scenes of your brand.
• Share Day-to-Day Moments: Post quick updates about your workday, what you’re working on, or any funny or unexpected things that happen. For example, if you spill your coffee, snap a picture and add a humorous caption.
• Behind-the-Scenes: Show the process of creating your product, setting up for an event, or just the little moments that make up your day. This helps humanize your brand.
• Polls and Q&A: Use the interactive features in Stories like polls, quizzes, and Q&A boxes to engage your audience and invite them to participate in your story.
• Mini-Vlogs: Create a short “day in the life” series that shows what it’s like behind the scenes of your business.
• Raw and Unfiltered Moments: Share moments that aren’t polished. Whether it’s a quick thought, a candid video, or a picture that isn’t perfectly staged, these raw moments can resonate deeply with your audience.
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Your Instagram feed is like your brand’s portfolio, where you can mix professionalism with personal touches.
• Personal Stories: Share stories about how your business started, challenges you’ve overcome, or what motivates you. This helps followers connect with the human side of your brand.
• Customer Spotlights: Highlight your customers or clients by sharing their testimonials, photos, or stories about how they use your product or service.
• User-Generated Content: Repost content from your followers who use your products or engage with your services. This not only builds community but also shows appreciation for your customers.
• Lessons Learned: Share insights or lessons you’ve learned in your business journey. These posts can be both educational and inspiring, helping you position yourself as a thought leader.
• Behind-the-Scenes Photos: Show the process of your work—whether it’s the making of a product, setting up an event, or a day in your life as a business owner, mom, influencer, whatever!
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Reels are a great way to showcase your personality and creativity in short, engaging videos.
• How-To Tutorials: Create quick, educational videos that show how to use your product or offer tips related to your industry. This includes try ons!
• Trending Challenges: Participate in trending challenges or sounds but put your unique spin on them that reflects your brand’s personality.
• Day-in-the-Life Videos: Film short snippets throughout your day and compile them into a Reel that shows your followers what it’s like to walk in your shoes.
• Behind-the-Scenes Snippets: Capture brief moments of your daily operations, like packaging orders, setting up a workspace, or brainstorming sessions.
• Humorous Takes: Don’t be afraid to show your sense of humor. Create Reels that make your audience laugh while also relating to your industry or brand.
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Engaging in the comments section is an easy yet effective way to build relationships and show your audience you care.
• Respond Thoughtfully: Reply to every comment on your posts with genuine responses. Ask follow-up questions or share additional thoughts to keep the conversation going.
• Show Appreciation: Always thank followers for their support, compliments, or feedback. A little gratitude goes a long way.
• Start Conversations: On other people’s posts, leave comments that are more than just “Great post!” Share your thoughts or ask a question to spark a conversation.
• Engage with Followers’ Content: Visit your followers’ profiles, like their posts, and leave meaningful comments. This helps you build a stronger connection with your community.
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Direct messages are where you can have one-on-one conversations that deepen relationships.
• Personalized Responses: When someone DMs you, respond with a personalized message rather than a generic reply. Mention their name and address their specific question or comment.
• Follow Up: After a customer makes a purchase or interacts with your content, send a follow-up message thanking them and asking for their feedback.
• Answer Questions: Be prompt and thorough in answering any questions your followers have. This builds trust and positions you as a helpful resource.
• Share Exclusive Content: Use DMs to share exclusive content or offers with your most engaged followers. This makes them feel valued and encourages continued interaction.
At the end of the day, people want to do business with people, not faceless brands. By embracing your authenticity and showcasing your brand personality, you’re not just gaining followers—you’re building a community of engaged, loyal fans who are excited to support you. So, be yourself, show up consistently, and watch as those connections turn into sales.
