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Instagram and Authenticity: standing out in a saturated world
8 Nov 2024
In a world saturated with content on Instagram, discover how authenticity becomes a valuable asset to stand out and create lasting connections with your audience.
The Instagram Algorithm of Today
Instagram has become a must-visit place for brands, content creators, and consumers, with over 2 billion active users. However, in a world where everyone is trying to capture attention, standing out is becoming increasingly complex. In the past, having a large number of followers was synonymous with success. But today, authenticity takes precedence over quantity.
Users are increasingly seeking genuine relationships with brands, and Instagram's algorithm favours authentic engagement over merely having a large number of followers.
How to stand out?
The answer: authenticity.
The Myth of the Number of Followers
For a long time, having thousands (or even millions) of followers was perceived as the key to success on Instagram. But today, it means very little. Here’s why:
The algorithm prioritises engagement: Instagram prefers to display posts that generate interactions, whether it be likes, comments, or shares, rather than just those with a large number of followers.
Purchased or inactive followers don't count anymore: A large number of "ghost" followers will have no real impact on your visibility. The algorithm detects fake followers, and real engagement remains what matters.
Engagement is key: An account with a low number of followers but high engagement (likes, shares, comments) will benefit from more visibility than a larger but less engaged account.
Thus, genuine and sincere engagement has become more important than merely accumulating followers.
Why authenticity is the key to success?
Users want transparency
Users want truth, behind-the-scenes insights, and sincere stories. Rather than perfect, edited posts, they prefer more real and transparent content.
Authenticity = humanising the brand: Followers want to know the true story of a brand, not just about a product. They seek clear values and commitments.
Examples of transparent brands:
Glossier: a "no filter" approach with simple, real photos.
Patagonia: a brand that highlights its environmental impact and sustainable practices, thus reinforcing its authenticity.
Authentic content creators have the power
Today, it is micro-influencers who dominate. With smaller but often highly engaged communities, these content creators can make a big difference. Why?
Proximity to their community: Micro-influencers are seen as more accessible and closer to their audience.
More authentic content: They often share personal experiences and more intimate moments.
Example: Fenty Beauty collaborates with micro-influencers to promote its products, a strategy that has strengthened its image of inclusivity.
Storytelling is THE method to humanise your brand
Users do not just want a product, they want a story. Storytelling is essential for sharing your values, your commitments, and connecting emotionally with your audience.
Create an emotional bond: A well-told story builds a lasting relationship with followers.
Example: Patagonia shares its story authentically by emphasising sustainability and the ethics of its production.
How to integrate authenticity into your Instagram strategy?
Dare to be spontaneous and creative!
Users are tired of overly "produced" content. Authenticity lies in spontaneity. Use formats like Reels and Stories to share real moments:
Behind the scenes: show manufacturing processes, team meetings, impromptu moments.
Examples:
Unboxing: Share a product unboxing to showcase an authentic experience.
Informal moments: Share mistakes or funny moments that humanise the brand.
Respond to your followers and engage regularly
Authenticity is not limited to posts: it is also evident in interaction.
Respond to comments and messages: Take the time to engage with your followers.
Use polls and quizzes in your Stories to engage your community.
Do Lives to show a more human side of your brand.
Value customer and user testimonials (UGC)
Content generated by your users is an excellent way to strengthen your brand's authenticity:
Repost customer photos: Share photos where your customers use your products, thus showcasing real testimonials.
Video testimonials: Encourage your customers to share videos of their experiences with your products.
Care for your mission and values
Consumers seek brands that share their values. Be transparent about what you stand for.
Brand ethics: If you have environmental or social commitments, share them regularly.
Examples: Show your support for causes important to your audience (environment, social justice, etc.).
What are the mistakes to avoid when trying to be authentic on Instagram?
Not overdoing it: Authenticity does not mean showing vulnerability at all costs. Find a balance between honesty and professionalism.
Hyper-production: Users want real content, not overly edited or too perfect posts.
Ignoring engagement: Authenticity is also manifested in engaging with your community. If you ignore your followers, you lose their trust.
Authenticity, the new luxury on Instagram
In 2024, authenticity has become a major asset for standing out on Instagram. The brands that succeed are those that humanize their presence, build genuine connections with their community, and share a clear vision of their values.
Remember: authenticity is not just about posting content, but also about interacting, responding to your followers, and showing them what makes you unique. By being authentic, you can not only create a deep connection with your audience but also enhance your credibility and retain your followers.
At My name is Bond, we believe in the power of authenticity to truly engage audiences. Contact us to discover how we can help you implement an authentic and impactful Instagram strategy!
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