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Stop Overselling on Social: How to Embrace Authenticity and Build Community

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Author
emilycarion
Published
October 21, 2024
girl dancing and being authentic

Hey there, social media strategists! If you’re like many brands, you’ve probably been caught in the cycle of overselling on social media. While turning every post into a sales pitch is tempting, it’s time to rethink that approach. Keep reading to learn why dialing down the hard sell can be a game-changer for building genuine connections and a thriving community.


Why Overselling on Social Media Doesn’t Work

Let’s face it: constant sales pitches can be a turn-off. When your social media feed is packed with promotional content, your audience may start tuning out or unfollowing. Here’s why:

iphone displaying a list of ins and outs of sales pitch content on social media
  • Saturation: Social media users are bombarded with ads. If your content doesn’t add value or engage with them on a personal level, it risks blending into the background. 
  • Trust Issues: Overly salesy content can come off as inauthentic. Trust is built through meaningful interactions, not just transactions.
  • Engagement Decline: A feed full  of promotions can lead to lower engagement rates. Users engage more with content that resonates with them emotionally or offers value.

Embrace Authenticity: The Secret Ingredient

Authenticity isn’t just a buzzword; it’s the foundation of genuine connections. Here’s how you can integrate authenticity into your social media strategy: 

  • Share Your Story: Let your audience in on the behind-the-scenes of your brand. Share stories about your team, your mission, or the process behind your products. This humanizes your brand and builds trust.
  • Engage Personally: Respond to social media comments and messages with a personal touch. Avoid generic replies. Show that you value their input and are genuinely interested in their feedback.
  • Be Transparent: If something goes wrong, address it openly. Apologize and explain how you’re fixing the issue. Transparency fosters trust and demonstrates integrity.

Examples of Authenticity in Action

Patagonia: Known for its environmental activism, Patagonia shares stories on social media about its sustainability efforts and community initiatives, building a loyal following that aligns with its values.

Glossier: The beauty brand engages with its community by sharing real customer stories and feedback, turning its audience into brand advocates.


Building Community: How to Foster Genuine Connections

Creating a community on social media around your brand is about more than just growing your follower count. It’s about building a space where people feel valued and heard. Here’s how:

  • Create Valuable Content: Offer tips, advice, or insights useful to your audience. Content that helps your followers solve problems or learn something new will likely be shared and engaged with.
  • Host Interactive Events: Run Q&A sessions, live chats, or webinars. These interactive events allow you to directly connect with your audience and address their questions or concerns.
  • Encourage User-Generated Content: Invite your followers to share their experiences with your brand. Reposting their content or featuring their stories creates a sense of belonging and appreciation.

Community Building in Action

Nike: Nike encourages users to share their fitness journeys and achievements, creating a supportive and inspiring community around its brand.

Starbucks: Starbucks leverages user-generated content by featuring customer photos and stories, which builds a sense of community and brand loyalty. 


Finding the Balance: Less Selling, More Connecting

Striking the right balance between promoting your products and building genuine connections is key. Here’s a quick checklist to help you find that sweet spot:

  • 80/20 Rule: Aim for 80% engaging, value-driven content and 20% promotional. This balance ensures you’re offering more than just sales pitches. 
  • Monitor Engagement: Track how your audience responds to different types of content. Adjust your strategy based on what resonates most with your followers.
  • Stay True to Your Brand: Maintain consistency in your messaging and interactions. Authenticity shines through when your content aligns with your brand values and voice.

Ditching the overselling approach in favor of authenticity and community-building is a powerful strategy for long-term success on social media. By sharing your brand’s story, engaging personally, and fostering a genuine community, you'll build trust and create lasting relationships with your audience.

So, take a step back from the hard sell and start focusing on what truly matters: authentic connections and meaningful engagement. Your audience will thank you for it, and your social media presence will thrive!


At That RANDOM Agency, we utilize two of our core values – curiosity and collaboration – to bring you consistent content helping you learn about the great digital landscape and how to operate like a boss within it. Check out our other blog posts on our Random Thoughts page, or schedule a discovery call today!

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