How to show up authentically on social media as a business

Authenticity: How Product-Based Businesses Can Connect Genuinely on Social Media

In today's digital landscape, consumers crave more than just polished product shots and sales pitches. They want to connect with brands that feel real, transparent, and human. For product-based businesses, creating an authentic social media presence isn't just a marketing strategy—it's a fundamental way to build trust, loyalty, and meaningful relationships with your audience.

— In This Article —

Why Authenticity Matters

I’ve written about the new growth of what I call the calm Third Way of marketing. A commitment to honesty, transparency and authenticity in business. This applies to both service-based businesses and product sellers.

In the case of product-based businesses, it relies on a commitment to quality products, fair supply chains, environmental commitments, and a focus on customer service.

Social media has transformed how businesses communicate. Gone are the days of one-way marketing messages. Now, customers appreciate it when brands are:

- Transparent about their processes

- Honest about their challenges

- Genuinely interested in their community

- Willing to show the human side of their business

5 Strategies to Build an Authentic Social Media Presence

1. Tell Your Origin Story

Your brand didn't just appear out of thin air. Share the real story behind your product:

- What inspired you to start?

- What challenges did you overcome?

- What makes your journey unique?

Storytelling humanizes your brand and helps followers connect emotionally. Don't be afraid to share vulnerabilities or setbacks—these moments often create the most powerful connections.

2. Go Behind the Scenes

Followers love insider access. Give them a peek into your:

- Product development process

- Daily operations

- Team culture

- Manufacturing or creation methods

These glimpses show the real people and passion behind your products. Whether it's a video of your team brainstorming, a time-lapse of product creation, or an employee spotlight, behind-the-scenes content builds trust and intrigue.

3. Showcase Real Customer Experiences

User-generated content is the gold standard of authenticity. Encourage and share:

- Customer photos and videos

- Genuine testimonials

- Real-life product applications

- Honest reviews (yes, including constructive criticism)

By highlighting actual customer experiences, you demonstrate confidence in your product and create a community-driven narrative.

4. Be Transparent About Your Values

Modern consumers care about more than just what you sell. They want to know what you stand for:

- Share your sustainability practices

- Highlight ethical sourcing

- Discuss your commitment to fair labor

- Show how you give back to the community

Don't just make claims—provide evidence and ongoing updates about your commitments.

5. Engage Genuinely, Not Algorithmically

Authentic engagement means:

- Responding to comments with personalized messages

- Asking meaningful questions

- Admitting mistakes quickly and sincerely

- Showing real personality in your interactions

Avoid robotic, copy-paste responses. Each interaction should feel like a conversation with a friend, not a marketing script.

The Dont’s of Social Media Authenticity

While pursuing authenticity, avoid these common pitfalls:

- Over-filtering or heavily editing behind-the-scenes content

- Using fake or purchased testimonials

- Ignoring negative feedback

- Trying to be something you're not

Practical Implementation Tips

1. Create a content calendar that balances promotional and genuine content

2. Train your team on your brand's authentic voice

3. Use a mix of professional and casual imagery

4. Be consistent across all social platforms

5. Regularly review and adjust your approach based on audience feedback

Measuring Authentic Success

Authenticity isn't just a feeling—it's measurable:

- Track engagement rates beyond likes

- Monitor sentiment in comments

- Watch for increased follower loyalty

Final Thoughts

Authenticity is a journey, not a destination. It requires ongoing commitment, vulnerability, and genuine care for your community. By showing the real humans behind your products, you transform from a faceless brand into a relatable, trustworthy partner in your customers' lives.

Remember: People don't just buy products. They buy stories, values, and connections.

Start small, stay true to your brand's core identity, and watch as authenticity becomes your most powerful marketing tool.