One of the most recurring questions that comes up when discussing social media marketing  is why some accounts ‘work’ and some just don’t. I was reading a few interesting articles on this topic as part of keeping myself up to date on the latest social media marketing buzz  and found that most of them agree that a major success factor to social media profiles is when they keep it real.

In a world of filters, photoshop and apps to pimp your insta pic, an overall appreciation for authenticity seems to be the way forward. Studies suggest that ‘behind the scenes’ posts, and pictures that include people in them get more likes than almost any other photos on instagram. Psychologically this makes sense because seeing other people allows us to relate to each other and connect. (We are social animals after all!)

This appreciation for authenticity rings true whether you’re a start-up, and established brand or are building a personal PR profile.

Yes you have to curate your content, you really should limit the awkward ‘I just woke up with a hangover and am eating a hamburger for breakfast’ selfies.

Yes, it needs to fit with the overall concept of your (personal) brand,  would you really want to see fishing tack from an equestrian brand?

No, not all quick snaps should end up unfiltered on your profile. A filter or two can really make you or your product POP, there is really no need to avoid the tools of the trade altogether in the search for authenticity, there is a reason why they exist.

Key is tough, to find the balance between what makes commercial sense while communicating in tune with your concept and going overboard to the point that you might not be approachable and authentic anymore.

An example of a very successful -REAL- profile is the one of my client Nicola Baur. Have a look at her Instagram, Facebook, youtube channel and website for inspiration.

Happy to help you or your brand find the right tone of voice for your social media profiles. Want to know more? Get in touch here!

Read one of the articles that inspired me here by Kendra on Mad Media