Why authenticity is attractive in marketing
In today’s digitally dominated world, authenticity is one of the most attractive qualities that a person can have.
Authenticity is also one of the most powerful ways for marketers to generate interest and attention from their audience online.
When everybody seems to post only the best moments (selfies when the light is just right, or delicious Sunday brunches) on social media, being authentic can be an effective way to cut through the clutter.
Owning, and sharing, your true self is the best way to create a community on social media.
Why? Because it’s real. It’s honest. It’s trustworthy. It’s powerful.
When you’re being your true self, you don’t have to try. (We all know what a turn off it is to see someone who looks like they’re trying too hard.)
Being yourself, especially when producing video, is the best way to create a connection with your audience.
Below are five ways to do it:
- Own your quirks: Being yourself means owning your quirks and not being afraid to show them. For example, I get very animated and excited on my Periscopes, because that’s how I get when I talk about social media; I can’t tell you how many times I’ve had people remark on my energy and enthusiasm. For some people, my energy is attractive – it lights them up. For others, my energy is a turn-off – it exhausts them. Part of owning your quirks means accepting that you aren’t going to resonate with everyone. That’s a GOOD thing. You want to showcase your emotions; that will push away the people that aren’t meant for you. Again, that’s GREAT! By being yourself, you will have a greater shot at attracting those who truly are a good fit for the community you’re trying to build.
- Smile: I can’t tell you how powerful a smile is in creating a connection to your audience. If you want to get people interested and excited in what you’re talking about, you need to grab their attention. Smiles are a great way to do that. The easiest way to bore your audience is to look uninterested yourself.
- Ditch the script: The easiest way to kill authenticity is to use a script. Instead, use notes and bullet points as a guide for your video or live broadcast. Notes will help you stay on point without making you sound robotic and rehearsed. Scripts make things formal; not using a script will make you more personable. You’ll be more credible and believable when you speak to your audience as a regular person.
- Connect through the camera: There are a few best practices to keep in mind in order to connect to your audience when on camera. For starters, you want to look comfortable; it’s best to have an idea what to do with your hands. You don’t want to look stiff.; push your left shoulder forward. That will help you look more comfortable and conversational. Looking through the lens of the camera, into the backplane, will increase the “depth” of your gaze and help your audience feel like you’re speaking just to them. All the same, you don’t want to keep your eyes straight on the camera the entire time. It’s okay to break your gaze and let your eye wander. Just be natural; over-thinking kills authenticity.
- Let things land: Don’t rush through your video or broadcast. Let your sentences, and your gaze, land. You don’t have to worry that people are going to stop watching if you stop talking for a few seconds. If the right audience is watching, they will keep watching. Your authentic interest in your topic is going to be what attracts your audience, so let that shine through. Remember, you won’t be perfect. It’s better to be genuine and get your main point across than to aim for the perfect sentence that sounds rehearsed and fake.
There’s no doubt that when it comes to video marketing, practice makes progress.
I’ve been Periscoping weekly for over six months now, and I still get butterflies before I hit the broadcast button.
You aren’t going to feel immediately at ease in front of the camera, but with time comes more comfort and confidence in your ability to smile, own your quirks and speak without a script.
The more videos you create, the more confidence you will have in testing out new tactics.
With time comes confidence and credibility.
Keep producing videos on a consistent basis and the audience will grow over time.
Do you create videos as a part of your marketing strategy? How do you harness the power of authenticity as a part of these videos?
Share in the comments below!