Why Authenticity on Social Media Still Matters (And How to Actually Do It)

We hear the word authentic tossed around a lot these days. It’s one of those buzzwords that has lost some of its shine because everyone is saying it. But, if you run a service-based business, or you’re the mastermind behind a project, showing up authentically isn’t just a nice idea; it’s a key marketing move.

Your audience doesn’t just want to see your polished posts, glossy graphics, or that one photo where your hair and lighting both decided to cooperate; they want to see you. That means showing up when everything feels perfectly put together and when it doesn’t. Because people buy based on trust, they follow people they relate to. And that only happens when you stop hiding behind the highlight reel.

Think about it. Do you trust someone who looks flawless all the time, or do you lean in when someone admits they spilled coffee on their shirt five minutes before a client call but still showed up anyway? It’s the human moments that remind us we’re in this together. So how do you do it without feeling like you’re overexposing yourself? Try these approaches:

• Behind the scenes: Show your messy desk, your sticky note brainstorms, or the three coffee mugs beside your laptop.

• Process over perfection: Share the draft, not just the finished product. Show people how your work takes shape.

• Real life wins and flops: Celebrate the big client milestone, but also share the tech glitch or the time your kid walked into your Zoom meeting.

• Your voice, not just your offer: Talk about what you’re learning, what you’re questioning, or what excites you, not just what you sell.

• The more you show up as yourself, the easier it is for people to connect the dots: this is someone I can trust, this is someone I want to work with.

• Authenticity isn’t about oversharing. It’s about letting your audience see that the person behind the business is a real, relatable human being. And in today’s noisy online world, that’s what makes you stand out.

Try one idea this week: Pick one of the approaches above and post it. Just one. See what kind of engagement or conversations it sparks. Need a brainstorm buddy? If you’re staring at a blank page and can’t think of new ways to show up, book a call with me and we’ll map it out together.