“Authenticity”—there’s no question that it’s one of the biggest social media buzzwords. But don’t be fooled—authentic marketing is only becoming more important.
According to The 2025 Sprout Social Index™, consumers crave authentic, non-promotional content that humanizes a brand. They also like to be entertained.
These two things may seem at odds but they are not mutually exclusive—in fact, they go together like peanut butter and jelly. There are many ways to keep your audience up-to-date on product offerings through authentic content, and brands who get this right have much to gain.
In this article, you’ll find authentic marketing examples, tips for getting it right and what brand authenticity really means. Let’s get into it.
What is authentic marketing?
Brand authenticity on social media refers to whether brands come off as genuine, tapped into their customers on social and true to their values. It’s partly achieved by creating customer-centric, genuine content that feels relatable and aligns with the company’s voice and values. And it’s a key ingredient to building trust and loyalty with consumers, and marketing to Gen Z.
Personally, I call it “foot-in-the-door” marketing. Content that’s interesting, relatable or valuable to your audience gets your foot in the door. Then you can follow up with sales messaging—but you must continually build interest and trust, too.
Consumers have grown wary of inauthentic posts and brands treating them like dollar signs. And we’ve seen a unique pushback from audiences and creators alike. Look at how audiences have embraced lo-fi content over highly-polished posts, or the rise of deinfluencing.
The rise of creators has also put new pressure on brands to feature real, trusted faces and customers on their channels. And call-out culture has rightfully made brands think twice about posting topical messages if they can’t take action.
While authenticity in marketing is associated with social content, it’s an omnichannel concept. You should apply it to all of the tactics your brand uses to engage audiences—on social, through creator partnerships, in ads and traditional broadcasts, and beyond.
3 authentic marketing misconceptions
As we mentioned, authenticity is more than just an overused buzzword. In fact, it should be added to your list of social media best practices.
Before we dive into how to bring authenticity into your content and strategy, let’s debunk three of the biggest authentic marketing misconceptions out there.
Authentic marketing can only come directly from the brand
Not all of your content has to be created by you. Featuring real people—from creators to customers—is one of the best ways to achieve more authentic digital marketing.
Nearly 40% of consumers say they like to see customer testimonials or real customer demos on social media, according to The 2022 Sprout Social Index™. Featuring real people enjoying or even creating tutorials with your products on your channels is a solid form of building trust and social proof.
Kodak, for example, features photos taken by people who use their film and products.
Reposting user-generated content (UGC) created by your customers is one of the most authentic marketing tactics you can use. It’s organic, genuine and can even serve as a visual “review” of your product.
Creating an authentic influencer marketing strategy brings trusted voices into your content, too. In fact, according to a Q3 2023 Sprout Pulse Survey, 47% of marketers say enhancing brand authenticity and trust is the most valuable opportunity with influencer marketing.
AI poses a threat to authentic marketing
Social teams are no strangers to AI—and the fears around it. But as marketers bring these tools into their workflow, the conversation around AI has shifted from “will it replace me?” to “will it make my brand sound inauthentic?”
It’s a valid fear. Marketers and consumers alike have started calling out brands who respond with AI-created, impersonal messages.
But AI only poses a threat to authentic marketing if you let it. The key is using AI copy and creative tools as a starting point—not a final product. Edit AI-generated materials, like post and comment copy, to keep your content authentic, true to your brand voice and personalized.
AI tools are becoming an essential tool in marketers’ toolkits. When you use these tools right, and with discretion, they speed you up without taking away your authentic voice.
Authentic marketing means always taking a stand on issues
A few years ago, brands were expected to take a stand on tough issues—it was non-negotiable.
But there’s been a shift. According to The 2023 Sprout Social Index™, today only a quarter of consumers think brands must speak out on causes that align with their values to be memorable.
Consumers have grown skeptical of brands taking a stand, and are wary of performative activism. Over the past few years, we’ve seen many brands called out for putting out empty, inauthentic statements.
This doesn’t mean your brand should never take a stand on issues. But when you do speak out, make it count. And in your day-to-day, there are other areas to prioritize to build regular authenticity and trust—more on all of this later.
How to get authentic marketing right
We all know what authentic marketing means, and even what it looks like. But bringing it into your strategy can be challenging.
Let’s get into six key tips and authentic marketing examples to see how you can get it right in your strategy.
Go behind the scenes
Part of authentic marketing is removing the “curated” barrier between your brand and audience. Posting behind-the-scenes content (BTS) is a fun, engaging way to give audiences a peek behind the curtain.
BTS content can be lighthearted, fun and as simple as showcasing your team. Think: using lo-fi content for a “meet the team” social series, showing your workspace, or jumping on a trend and recruiting your coworkers to step in as social video talent—like this Grammarly video.
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