Authenticity: the new filter to adopt on social networks

Does this sound like a strange practice? Well, not so much… with a rating of 4.8/5 on the App Store and opinions that are full of praise, we can say that Be Real is a phenomenon that meets a new public demand: authenticity on social networks.

Does this sound like a strange practice? Well, not so much… with a rating of 4.8/5 on the App Store and opinions that are full of praise, we can say that Be Real is a phenomenon that meets a new public demand: authenticity on social networks.

Exit the overly retouched photos with garish effects or filters that distort the face. We want real and simple things, we want to get closer to the people we love and show them our true face, our raw life as it really is.

Instagram, a return to the basics

Exposing your real self, showing who you are and wanting to share moments that really matter… This is the growing desire, for some months now, on most social networks.

On Instagram, brands are adapting and proposing realistic content that aims to reflect the daily lives of Internet users. The latest hashtag on Instagram also follows this trend: photodump or photodumping.

It consists of posting a series of photos in a portfolio thanks to the carousel function. Selfies, landscapes, photographs of your food… All these moments of life come together to show a moment in time from different angles, different impressions. A return to the immediacy that characterised the early days of Instagram, but also a response to the current context; fewer big moments and more small and simple moments to share.

Tiktok, think body positive!

On Tiktok, the body positivism trend is a hit. Indeed, on the number 1 app for the new generation, hair, fat, acne, cellulite, everything is accepted and uninhibited. The influencers assume the way they are and encourage others to follow them.

On this network, the shy people, the rejected of the playground could find a space to express themselves, to claim their personality. A desire for benevolence that is supported by the directors of TikTok, who want to make their platform a safe place of exchange, where harassment and body shaming are excluded.

On the platform, the emphasis is on creativity and therefore on videos. Indeed, comments are relegated to the background and are not directly visible on the news feed, which also limits the fear of receiving derogatory remarks that are too visible to the community.

What about authenticity for brands?

Many brands have already taken the plunge into authenticity. Lingerie brands are daring to run inclusive campaigns. First we saw it with Rihanna’s SavagexFenty, then with Etam and even Hunkemoller.

In addition to lingerie, the giant IKEA swears by advertising that reminds us of our daily lives, of simple moments in the comfort of our own home.

Some tips on how to be more authentic on the networks

• Identify your most charming qualities for the public, what makes your brand personality and this, without artifice.
• Be simple and REAL.
• Adapt your content so that it is as close as possible to the real life of your audience.
• Work on benevolence, giving advice and letting your audience express herself.
• Storytelling! Unveil the behind-the-scenes story of your brand. Take your community into the process of making your products. Share videos of the team.

To help you in these approaches, contact the team of Le Studio Labonheure who will know how to highlight your brand in all authenticity. In conclusion, be real!