Did you know that 90% of Millennials and 85% of Gen Z prioritise authenticity when deciding which brands to support?
Authentic content is becoming increasingly important in a world that is relying on AI more every day. It’s honest, transparent, heartfelt and more importantly – connects on a human level. For businesses, it can help create a foundation of lasting trust, loyalty and meaningful connections with the consumers who buy into your brand.
If your content feels generic, generated, or inauthentic, you may see your community moving elsewhere.
Authentic content is any piece of content you put out as a brand that is honest and reflects genuine experiences, emotions and values. It can encapsulate all sorts of content, from behind-the-scenes moments, to real customer reviews and stories. The most important part of authentic content is that it feels real, genuine and engaging.
This type of content gives your community something to relate to and feel a part of, rather than simply someone trying to sell them something.
Authenticity content matters because it builds trust – the foundation of any strong brand. When you put out honest, genuine stories, whether that be from consumers or from the team, it deepens the connection your brand is making.
Businesses that focus on trust are more likely to see increased engagement, longer website visits and even repeat purchases.
A term you may have heard increasingly in marketing in user-generated content. This simply means using content online that has been created by the people who are purchasing and/or using your brand.
Customers sharing their experience provides relatable and trustworthy content – people trust people – and showcasing UGC can really give your brand an authentic feel.
There’s also an increasing rise for employee-generated content, giving the same authentic feel from your own team.
Authenticity doesn’t mean perfection – it’s about showing the human side of your business. Start by being transparent about your values and goals. Share real stories from your team or customers and avoid overly polished or overly rehearsed messaging.
Here are a few tips to keep your content genuine:
Beyond trust and engagement, authentic content offers impressive ROI. It fosters stronger customer relationships, which leads to increased advocacy, word-of-mouth marketing and community building. When your audience feels connected to your brand, they’re more likely to recommend it to others.
With all this in mind, I can’t very well write an article about authenticity without putting some of myself into it, can I?
I’m Lucy 👋, and I’m part of the team here at Accentuate Agency.
I’ve written this from my home office which is becoming increasingly full of plants, battery-powered sconces, and I’ve got the Wicked soundtrack on in the background.
My camera roll is full of my niece, my dog, other people’s dogs, mirror selfies, nice shots of Manchester (well, in my opinion) and photos/screenshots of things I think I want to buy, but probably never will. I think that sums me up better than anything I could tell you.
What I love about SEO is how it combines creativity of words and technical strategy. I get to write about all sorts of topics and strategise technical SEO improvements, all whilst fitting into the bigger picture of a company’s goals and digital presence.
I’m really keen on making sure you know the humans behind the tech. So keen – I didn’t even (intentionally) put any keywords in this bit about me.
I’m also a Millennial – so pop me straight into that 90%.
Feel free to contact me on lucy@accentuate.agency if you want to chat anything authentic content, SEO, or anything in-between.
At Accentuate Agency, we specialise in helping ambitious businesses create authentic, results-driven strategies. Whether you need SEO or PPC services, our team works as an extension of your business.
We treat your brand as if it’s our own, using data to help you make decisions that grow not just your bottom line, but also your positive impact. Explore our SEO and Google Ads services.
It builds trust and loyalty, creates stronger audience connections, and improves engagement. Research shows 90% of people value authenticity when choosing brands.
Focus on real stories, transparency, and relatability. Share testimonials, behind-the-scenes insights, and user-generated content.
An authentic score often measures how genuine and relatable your content appears to your audience. Tools like audience feedback and engagement metrics help evaluate this.
A small business sharing its challenges and wins on social media, paired with real customer testimonials, is an example of authenticity in action.
Authentic content prioritises storytelling, relatability and human connection, whereas traditional marketing often focuses on polished, sales-driven messaging.
For more information on how we can help you reach your target audience and sell more services and products on Google, send us a message, call 0121 729 5113, or email us at hello@accentuate.agency.
If you’d love to join our team, head to our careers page to find out more.
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