Instagram and Authenticity: standing out in a saturated world

Today's Instagram algorithm

Instagram has become a go-to place for brands, content creators and consumers alike, with over 2 billion active users. However, in a world where everyone is trying to grab attention, standing out is becoming increasingly complex. In the past, having a large number of subscribers was synonymous with success. But today, authenticity is more important than quantity.

Users are increasingly looking for genuine relationships with brands, and Instagram's algorithm favors authentic engagement over mere follower count.

How to stand out from the crowd?

The answer: authenticity.

The subscriber myth

For a long time, having thousands (or even millions) of followers was seen as the key to success on Instagram. But today, that doesn't mean much. Here's why:

• The algorithm favors engagement : Instagram prefers to display posts that generate interactions, whether likes, comments or shares, rather than simply those with a large number of followers.
• Purchased or inactive subscribers no longer count: A large number of "phantom" subscribers will have no real impact on your visibility. The algorithm detects fake subscribers, and real engagement is what counts.
• Engagement is key: An account with a low number of subscribers but high engagement (likes, shares, comments) will benefit from more visibility than a larger but less engaged account.

As a result, genuine and sincere engagement has become more important than the mere accumulation of subscribers.

Why is authenticity the key to success?

Users want transparency

Users want truth, behind-the-scenes and heartfelt stories. Rather than perfect, retouched publications, they prefer more real and transparent content.

• Authenticity = brand humanization: Subscribers want to know the real story behind a brand, not just a product. They are looking for clear values and commitments.
• Examples of transparent brands :
  • Glossier: a "no filter" approach with simple, real photos.
  • Patagonia: a brand that emphasizes its environmental impact and sustainable practices, reinforcing its authenticity.

Authentic content creators have the power

Today, micro-influencers dominate. With smaller but often highly engaged communities, these content creators can make a big difference. Why do they do this?

• Closeness to their community: Micro-influencers are perceived as more accessible and closer to their audience.
• More authentic content: They often share personal experiences and more intimate moments.
• Example: Fenty Beauty collaborates with micro-influencers to promote its products, a strategy that has reinforced its image of inclusivity.

Storytelling is THE way to humanize your brand

Users don't just want a product, they want a story. Storytelling is essential to share your values, your commitments and connect emotionally with your audience.

• Creating an emotional bond: A well-told story builds a lasting relationship with subscribers.
• Example: Patagonia shares its story in an authentic way, emphasizing the sustainability and ethics of its production.

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How can you incorporate authenticity into your Instagram strategy?

Dare to be spontaneous and creative!

Users are tired of content that's too "produced". Authenticity lies in spontaneity. Use formats like Reels and Stories to share real moments:

• Behind the scenes: show the manufacturing process, team meetings and impromptu moments.
• Examples :
  • Unboxing: Share a product unboxing to show an authentic experience.
  • Informal moments: Share mistakes or funny moments that humanize the brand.

Reply to your subscribers and interact regularly

Authenticity is not limited to publications: it also manifests itself in interaction.

• Reply to comments and messages: Take the time to interact with your subscribers.
• Use polls and quizzes in your Stories to engage your community.
• Make Lives to show a more human side of your brand.

Add value to customer testimonials and users (UGC)

User-generated content is an excellent way to reinforce your brand's authenticity:

• Share photos of your customers : Share photos of your customers using your products, showing real-life testimonials.
• Video testimonials: Encourage your customers to share videos of their experiences with your products.

Focus on your mission and values

Consumers are looking for brands that share their values. Be transparent about what you stand for.

• Brand ethics: If you have environmental or social commitments, share them regularly.
• Examples: Show your support for causes that are important to your audience (environment, social justice, etc.).

What are the mistakes to avoid when trying to be authentic on Instagram?

• Don't overdo it: Authenticity doesn't mean being vulnerable at all costs. Strike a balance between honesty and professionalism.
• Hyper-production: Users want real content, not over-edited or over-perfected publications.
• Ignore engagement: Authenticity also manifests itself in engagement with your community. If you ignore your subscribers, you lose their trust.

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Authenticity, the new luxury on Instagram

In 2024, authenticity has become a key differentiator on Instagram. Successful brands are those that humanize their presence, forge sincere bonds with their community and share a clear vision of their values.

Remember: authenticity isn't just about publishing content, it's also about interacting, responding to your subscribers and showing them what makes you unique. By being authentic, you can not only create a deep connection with your audience, but also strengthen your credibility and build subscriber loyalty.

At My name is Bondwe believe in the power of authenticity to truly engage audiences. Contact us to find out how we can help you implement an authentic and impactful Instagram strategy!