Aim higher than authentic with our all-new white paper
Authentic. It’s one of marketing’s biggest buzzwords. Time and again, we hear from thought leaders and illustrious brands on social that what brands should be striving for – a social marketer’s North Star, if you will – is authenticity.
Not too long ago, marketing was about selling an ideology. Now it’s about trying to “be real”. It’s a phrase so ubiquitous in the world of social, Big Tech even named an app after it.
But what does it mean to be real when every brand is trying to be real?
In order to get real, you have to forget real.
Forget everything you think you know about being “authentic”, or “real”, or any of those words that seem to have lost all meaning. In fact, forget trying to be authentic in the first place. Because what brands are trying and failing to do is realise that authenticity doesn’t have a handy formula that’s tried and tested. Instead of aiming for authentic, brands need a way to showcase their true selves while keeping themselves honest and connecting to the people that really matter.
Our new social playbook does just that. Forget Real: Why Brands Should Aim Higher Than Authentic on Social is SocialChain’s brand new white paper. It’s our takedown of the word “authentic”: what it really means, why we’re tired of it, and why you should be focusing on holding yourself accountable, being transparent, being self-aware and being connected instead. And when you do all those things, you won’t have to say you’re authentic. Because your audience will know that you are.
So don’t expect this white paper to contain any pointers on how to write an authentic post. Instead, expect clever commentary and actionable tips and tricks from the brightest minds on our strategy and creator teams:
- Melissa Harvey, content marketer
- Kieran Hughes, strategist
- Georgia Hill, midweight creator
- Eve Young, senior creator
Get your free download now to find out:
- Achievable ways to hold yourself accountable to your brand values
- Why your setbacks shouldn’t be swept under the rug
- Why self-righteousness is failing brands as a creative play
- How you can build genuine community that equates to more than just followers
Plus, learn from the brands killing it on all these fronts, as we tap into our inner social sleuth to scour the web for the very best of the best.
So download the only playbook that tells brands not to be authentic. It’s time to aim higher.
