Authenticity was a hot topic at this year’s Social Media Week. The concept of meaningful, relevant and authentic content is one that’s important to everyone. The conference had as many presentations discussing how content can work for small, local business as it did talking about social media behemoths like National Geographic (who did an entire 45-minute presentation on how content made them the number one brand on Instagram).

There were plenty of success stories shared about how authentic content has impacted brands, but some of the best insights on how to actually be authentic came from a panel featuring Martha Stewart. You might be wondering how advice from a mega successful media personality like her could possibly be relevant to smaller businesses that aren’t (yet!) household names. But it’s important to remember that she started somewhere, and she’s also managed to stay.

Here’s our top three tips that can help any business leverage the power of authentic content:

1. Keep doing what you’re already doing

Business are very good at a few specific things – that’s the nature of being in business; doing or making something so well that people will buy it.

Our recommendation (and Martha’s) is simple; that thing you do well – keep doing it! Write about it, record you or your team doing it, tell stories about why you love to do it and then share all of that on social media.

Martha’s tip? “My life is a total open book, I think. And in a way that’s just added to the authenticity of the brand. People realize that it is an authentic brand, that I really do clean out the chicken coup, so I must know about chickens; I really do saddle the horses, so I must know how to handle a horse. All of that adds to authenticity and it’s very important to be as authentic as you possibly can.”

Here’s a video clip that one of our team members recorded from out in the audience. If you’re looking for the full-length, high-quality version of the panel discussion you can (at a cost) access Social Media Week’s library of on-demand content.

2. Be a teacher

Take what you know and get in a regular habit of demonstrating it, talking about how to do it, and sharing it. You may worry that people won’t find what you do interesting, but it may be more compelling than you think. We’ve worked with many business owners (from many industries) and we can tell you first hand that you are. Few people are as interesting to listen to as those who are genuinely enthusiastic about what they do (and most business owners are!).

The added benefit of regularly sharing content about what you do (we recommend video, by the way) is that it lends you and your business added credibility.

3. Keep showing up

The most important part of creating great, authentic content is to continuously share it. On social media, people are more likely to see new content because that’s one of the major ways that Facebook, Google and all of the other online platforms prioritize what content comes up on our feeds.

The great news is that there are plenty of tools that make the regular production of content pretty simple.  From video to images to quick tips relevant to your industry (think tips to beat the summer heat if you’re an HVAC business—you get the gist), find a tool or platform that can help you post regularly with the click of a button.

At the end of the day, being successful on social media boils down to being authentic—in essence—being yourself. With the right message and the right tools, you’ll be connecting with new customers in no time.


Overwhelmed? Vivial can help! Ask us about our social media inbox which can help you post to multiple social channels with one click!