How to transform your approach to transparency
As you might have read last time, we’re on a mission to ban the buzzword “authentic” from the marketing dictionary.
Why?
The sentiment behind that word – wanting to stay true to yourself as a brand – is great. But the way “authentic” gets overused in favour of words with clear, tangible, actual meaning? Not so great.
That’s why we’ve come up with four pillars that should be your new North Star on social. When you forget about trying to be authentic and focus on these instead, you won’t have to say you’re authentic. It becomes a natural byproduct of your social output.
It’s all covered in our brand new white paper, Forget Real: Why Brands Should Aim Higher than Authentic on Social. And today we’re tackling the issue of transparency – why it’s so crucial to get right, and disastrous should you get it wrong.
Don’t be authentic, be transparent.
Transparency is the foundation of any strong relationship, and the same holds true for brands and their customers. In today’s world, where social acts as an all-seeing eye, brands are under more pressure than ever to consistently deliver an experience customers can rely on.
And it’s not just for optics; transparency can impact your bottom line. That’s according to insights from Sprout Social’s #BrandsGetReal report, which found 53% of consumers were likely to consider brands that are transparent on social for their next purchase. A lack of transparency, however, left 86% of people likely to take their business to a competitor.
Sprout Social’s #BrandsGetReal report found 53% of consumers were likely to consider brands that are transparent on social for their next purchase.
When brands get it right, it’s like hitting the jackpot. But when brands inevitably stumble and make mistakes (let’s face it, we’re all human), owning up to those missteps and communicating openly with customers is crucial.
Like when Luxe Collective founder Ben Gallagher shared an online apology to his customers for a business hiccup last year. His genuine approach was refreshing, building trust and unexpectedly boosting engagement. Similarly, KFC’s playful response to its chicken shortage during the pandemic charmed its audience and turned a potential crisis into a moment that sparked conversation and built brand affinity.
But transparency isn’t limited to owning up to your mistakes. In its simplest form, it’s open communication. Take cereal brand Surreal, which is using transparency to entertain and build trust as its outward facing marketing team takes audiences behind the scenes of its most viral stunts, like its low-budget billboard.
No matter how you approach it, remember that trust is a two-way street, and keeping those lines of communication open is the key to a long-lasting, meaningful relationship with your customers.
Transparency starts with understanding your brand and your audience.
Transparency isn’t a one-size-fits-all strategy. While Surreal’s unseriousness works in its favour, a financial services brand constantly admitting its mistakes online or revealing the messy inner workings of the business would provoke a loss of trust and hurt the brand. It’s essential to gauge the appropriateness and impact of transparency for your brand while ensuring not to overdo it.
All this to say: transparency starts with understanding your brand and your audience. You need to know the perimeters of the playground in which you can successfully play.
This all sounds great. But how do I do it?
You can find all our pointers – plus clever commentary and actionable advice on our three remaining pillars – in the full white paper, available to download now for free.
Expect to learn:
- How to walk the walk and talk the talk when it comes to accountability
- Why self-righteousness is failing brands as a creative play
- How you can build genuine community that equates to more than just followers
Aim higher than authentic on social.
Download your free copy now.
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