In a world oversaturated with marketing noise, authenticity is the new currency of trust. Today’s consumers are savvy—they can spot inauthenticity a mile away and quickly disengage from brands that feel scripted or insincere.
Why Does Authenticity Matter?
- 88% of consumers say authenticity is important when deciding what brands they like and support. (Stackla)
- 64% of consumers would buy from a brand (or boycott one) based on its stance on a social issue. (Edelman)
- Brand trust is now a top purchasing factor, with 81% of consumers saying they need to trust a brand before buying from them. (Edelman Trust Barometer)
But trust isn’t built through perfectly polished marketing fluff. It’s earned through real, meaningful content that resonates on a human level.
How to Create Authentic Content That Builds Trust
- Tell Real Stories, Not Just Brand Messages
People connect with stories, not sales pitches. Share real experiences from customers, employees, or your leadership team. Showcase the human side of your brand with behind-the-scenes moments, testimonials, and unscripted conversations.
Example: Patagonia, a leading outdoor clothing brand, backs its commitment to sustainability with real stories about its supply chain, activism, and impact—fostering deep trust with its audience.
- Engage, Don’t Just Broadcast
Trust is a two-way street. Instead of just pushing content, create conversations. Respond to comments, ask questions, and engage authentically with your audience. Brands that listen and interact meaningfully build deeper relationships.
Example: LinkedIn research shows that brands that engage in dialogue see a 3x increase in trust levels compared to those that only broadcast messages.
- Showcase Transparency & Vulnerability
Perfection isn’t relatable. Share your brand’s learning moments, challenges, and evolution. Transparency humanizes your business and strengthens trust.
Example: Buffer, a social media tool, made waves by publicly sharing their salaries and business growth numbers, demonstrating a level of transparency that boosted credibility and loyalty.
- Leverage User-Generated Content (UGC)
79% of consumers say UGC influences their buying decisions. Feature real customers by sharing their stories, testimonials, and reviews. Even without fancy tools, you can gather UGC through social media tags, surveys, or direct customer outreach.
Example: Airbnb’s entire marketing strategy revolves around real stories from real travelers, making their brand feel authentic and community-driven.
- Be Consistent & Genuine Across All Platforms
Trust is built over time. Ensure your brand’s voice, values, and messaging are consistent across social media, your website, email marketing, and beyond. Consumers value consistency—and inconsistent messaging can weaken trust.
Authenticity Is the Competitive Advantage
At Imaginari, we don’t just create content—we craft authentic brand experiences that drive trust, engagement, and business growth. If your brand isn’t breaking through the noise, it’s time to rethink your strategy.
Let’s make your marketing more real, more human, and more impactful. Schedule a free consultation with us today and let’s build a strategy that actually works.
Visit www.imaginari.com/contact to get started.
How is your brand fostering trust through authentic content? Drop your thoughts in the comments!