The rise of realness: How social media is turning towards authenticity
Social media has long been criticised for its curated perfection but in the last 5 years or so, we have witnessed a shift—one that’s redefining how brands and professionals connect online. Platforms once dominated by polished aesthetics and corporate messaging are now making space for something new: authenticity.
Are we facing an empathy crisis online?
While social media is becoming more unfiltered and personal, it’s also a space where opinions—both constructive and destructive—are voiced louder than ever.
It is uncharted territory — we are in an era where people feel empowered, and sometimes entitled, to pick apart content, challenge perspectives, and share unfiltered thoughts in comment sections, regardless of the platform. LinkedIn for instance, once a space for strictly professional discourse, now sees its fair share of heated debates, criticism, and even personal attacks.
So, what does this mean for businesses? More than ever, businesses need to be switched on and proactive:
- Addressing negativity swiftly and positively
- Ensuring responses align with brand values.
Whether it’s diffusing tension, acknowledging feedback, or even injecting well-placed humour when appropriate, companies need to approach online conversations with intent—rectifying where necessary while maintaining authenticity.
The filter has left the chat (sort of)
For years, social media has been a carefully crafted space where brands and individuals put their best foot forward, acting as a ‘perfect’ a highlight reel. Instagram has become known for its picture-perfect images, while LinkedIn has become the go-to for professional wins, and brands have worked hard to keep things looking polished.
Now, the tide is turning. From BeReal’s raw, unedited approach to Instagram influencers straying from heavy filters, we are seeing an embrace of imperfection. Even LinkedIn—once a strictly professional space—is changing. More professionals are swapping corporate headshots for casual selfies, using personal storytelling to promote their work, and engaging in more open, human-centred discussions.
This shift speaks to a broader trend: audiences crave connection, not just content. In a world overwhelmed by digital interactions, people want to see the human side of business.
But here’s the kicker; while authenticity is key, professionalism still matters, especially for businesses.
It’s all about balance! Showing off your polished work and industry expertise is still essential, but audiences also want to see the ‘real’ side of your brand. Don’t be afraid to share team wins, behind-the-scenes snippets or company culture, and even a bit of day-to-day humour.
Business in the front, personality in the posts
With social media shifting towards a more unfiltered approach, businesses need to rethink how they present themselves online. Here are a few ways to keep it real while staying professional:
- Mix polished with personal – High-quality branding is still important; a mix of professional wins and behind-the-scenes glimpses helps make your brand more relatable.
- Encourage personal branding – Thought leadership isn’t just for CEOs like Steven Bartlett or Whitney Wolfe Herd. Employees sharing their insights—whether it’s an industry hot take, their personal career journey, or even a well-placed meme—can boost credibility and humanise your brand.
- Engage, don’t just broadcast – Social media isn’t just about posting content; it’s about starting conversations. Respond to comments, join discussions, and let your brand’s personality shine through in every reply. Companies that actively engage—whether with humour, wit, or authentic responses—build stronger, more connected audiences. Just make sure you’ve got a clear brand voice in place to avoid mixed messaging and ensure consistency across all interactions.
- Use humour (if it fits your brand) – Aldi has mastered the art of playful social media, using cheeky, relatable posts to connect with customers, while SURREAL cereal’s bold, self-aware marketing grabs attention by flipping traditional advertising on its head. A well-placed joke or light-hearted response can make your brand feel more approachable and human.
Social media is evolving—are you keeping up? At Seren Global Media, we make it easy for your business to find the perfect balance and stay ahead of the curve. Contact us today!