How Brands Can Use Authenticity to Boost Engagement

Why Being “Real” Online Actually Works

Let’s be honest: we’re all tired of the perfectly curated, filtered-to-death content that’s saturated our feeds. Whether you’re scrolling through Instagram or checking LinkedIn, the content that actually sticks tends to feel a little more… well, human.

If you're exploring a career in IT or working behind the scenes on brand strategy, understanding how authenticity for social media success works isn’t just helpful—it’s essential. Because here’s the thing: people don’t engage with logos. They engage with stories, values, and honesty.

Today, we’re diving into why authenticity matters more than ever and how brands—from startups to tech giants—can harness it to build meaningful engagement.

Authenticity Is the New Currency of Social Media

It used to be that polished ads and perfect product shots were enough to grab attention. But in today’s world of rapidly shifting media trends, consumers have developed a sharp eye for anything that feels inauthentic or salesy. What they're craving instead is transparency and relatability.

Think about brands like Duolingo or Notion. Their content doesn’t always look like traditional marketing—and that’s the point. They lean into humor, honesty, and even behind-the-scenes bloopers. That kind of content drives up shares, likes, and comments—not because it’s perfect, but because it’s real.

In fact, according to recent social media trends, brands that emphasize storytelling and human connection see significantly higher engagement rates than those that rely solely on hard sells.

How to Show Up Authentically on Social Media

1. Tell Stories, Not Just Features

Instead of listing what your app or service can do, tell a story about how it helped someone solve a real problem. If you’re in IT, share the journey of building a product, fixing a tough bug, or even failing and learning from it.

Authentic stories resonate far more than a bulleted feature list ever will.

2. Introduce the Humans Behind the Brand

Users love to see the people behind the curtain. Showcase your dev team on Instagram working late nights, your marketing squad brainstorming wild ideas, or your founder talking about why the brand started in the first place.

It reminds your audience that there’s a real heartbeat behind the brand—and that’s magnetic.

3. Be Transparent—Even When It’s Uncomfortable

No one expects a brand to be perfect. In fact, owning up to mistakes (and showing how you’ve grown from them) can increase trust and credibility. Whether it’s a delayed feature rollout or an accidental post, how you respond says everything.

Transparency is a huge part of authenticity—and it’s often the turning point in long-term audience loyalty.

Following the Right Social Media Trends—Without Losing Yourself

Jumping on social media trends can be great for visibility—but only if they align with your brand’s voice. Don’t force a meme or participate in a challenge just because it’s trending. Instead, ask: Can we add something meaningful to this conversation in our own voice?

Take time to analyze the trends your audience actually interacts with. If you’re a tech company and your users geek out over developer humor or productivity hacks, lean into that. That alignment creates trust, which is the cornerstone of social media success.

Real Brands, Real Results

A great example of this is the brand Buffer. As a social media management platform, their feed could easily fall into the trap of pushing generic marketing tips. But instead, they often share personal lessons from their remote team, detailed posts about mental health at work, and even revenue numbers.

The result? A loyal, growing audience that not only engages—but advocates for the brand.

Final Thoughts: Authenticity Isn’t a Tactic. It’s a Mindset.

Whether you’re building a personal brand in IT or leading social strategy for a startup, the message is the same: authenticity for social media success is not about being trendy—it's about being true. And in a world flooded with noise, showing up as yourself (or as your brand really is) can be the boldest, most effective strategy of all.