How to Be Authentic on Social Media

Trying to be authentic on social media can feel like a trick question, where everyone tells you to just be yourself without explaining what that actually looks like behind a screen. If you've been chasing trends, mimicking successful accounts, and still feel like you're not connecting with your audience, you're not alone. This guide breaks down what being authentic really means and gives you actionable steps to find your voice, build a real community, and grow your brand without pretending you're something you're not.

What "Being Authentic" on Social Media Actually Means

Authenticity isn't about posting unfiltered chaos or sharing your deepest secrets. Think of it less as a blurry, live-streamed confession and more as a clear, consistent reflection of who you are. It’s the alignment between your brand's values, your actions, and the content you share. It means showing up as the same person (or brand) in your Stories, your feed posts, your comments, and your DMs.

The goal isn't to be perfect, it's to be real. Your audience is smart enough to spot a performance. They see the overly polished stock photos, the jargon-filled captions, and the generic "Thanks!" replies. They crave connection, and connection only happens when they feel like there’s a real human on the other side of the screen. When you drop the persona, you build trust. And in the crowded world of social media, trust is everything.

A Common Misconception

Many creators and brands think being authentic means sacrificing professionalism. It doesn't. You can be authentic and professional. You can be human and an expert. Authenticity simply means you stop trying to project a flawless image and start sharing the genuine personality and values that make your brand unique.

Step 1: Define Your Core Values and Brand Voice

Before you can be authentic, you need to know what you're being authentic to. Your core values are the foundation of your brand. They guide every decision you make, from the products you create to the content you post. Without this foundation, you'll end up chasing trends that don't fit your brand, leaving your audience confused.

Your brand voice is the personality you use to communicate those values.

Actionable Steps:

• Identify Your Core Values: What are 3-5 non-negotiable principles for your brand? Is it sustainability? Is it radical generosity? Is it making complex topics simple? Write them down and keep them visible.
• Choose Your Personality Traits: If your brand were a person, how would you describe it? Witty and sarcastic? Warm and encouraging? Straightforward and educational? Pick 3-4 adjectives that define your voice.
• Create a "Voice Chart": Make a simple chart with three columns: "Our Voice Is...", "Our Voice Is Not...", and "Example." This helps solidify the concept for you and your team.
  Example for a Financial Advisor for Creatives:
  • Is... Empowering, Clear, Relatable
  • Is Not... Intimidating, Jargon-heavy, Condescending
  • Example Post: "Feeling overwhelmed by taxes? You're not alone. Let's break down three simple things every freelance designer can do today to feel more in control of their finances. No confusing financial-speak, I promise."

Step 2: Show, Don't Just Tell, with Behind-the-Scenes Content

One of the easiest ways to build trust is to pull back the curtain and show the process behind the product. Perfectly polished "after" shots are great, but the messy, human "before" and "during" is where real connection happens. People are curious about how things are made, who is making them, and what a typical day looks like for the people they follow and buy from.

This type of content makes your brand feel less like a faceless corporation and more like a group of passionate people working on something they care about. It builds a narrative that your audience can invest in emotionally.

Content Ideas to Get Started:

• The Process: Film a time-lapse of you creating a product, editing a video, or setting up for an event. You don’t need to give away your secret sauce, just a glimpse of the work involved.
• Meet the Team: Create a short Reel or a carousel post introducing a team member. Share a fun fact, what they do, and why they love being part of the brand. This works wonders, even if your "team" is just you and your dog.
• Your "Why": Share your founder's story. What problem were you trying to solve when you started? What bumps did you hit along the way? People connect deeply with origin stories.
• A Day in the Life: Use Instagram Stories or create a TikTok to show snippets of a typical workday - the coffee run, the brainstorming session, the challenge you’re working through, and the small wins.
• Share a Relatable Struggle: You don't need to air your dirty laundry, but talking about a challenge you've overcome makes you human. It could be overcoming creative block, managing a difficult project, or a funny mistake you made.

Step 3: Engage Like a Human, Not a Broadcasting Bot

Authenticity on social media is a two-way conversation. So many brands spend all their time talking at their audience instead of with them. They push out content and then disappear, ignoring the comments and DMs flowing in. This sends a clear message: "We want your attention, but we don't care about what you have to say."

Genuine engagement is where community is truly built. Responding thoughtfully shows people that there's a real person listening and that their opinion matters. It transforms passive followers into loyal advocates.

How to Improve Your Engagement:

• Write Better Replies: Go beyond a simple emoji or "Thank you!" when someone leaves a thoughtful comment. Acknowledge what they said and ask a follow-up question. Turn a comment into a mini-conversation. For example, if someone says "Love this!", you could reply, "So glad to hear it! What was your favorite part?"
• Answer Your DMs: Your Direct Messages are a goldmine for building 1-on-1 relationships. Take the time to answer questions personally and show appreciation for people who reach out. This is your chance to turn a casual follower into a super-fan.
• Celebrate Your Community (UGC): Regularly share User-Generated Content (UGC). When a customer tags you in a great photo or story, reshare it! It’s free content for you, and it makes that customer feel seen and valued, encouraging others to post about you, too.
• Ask Open-Ended Questions: In your captions, stop asking simple "yes/no" questions. Instead of "Do you like our new design?", try "What's the first thing you notice about our new design?" or "How would this make your workday easier?" This invites more detailed and interesting responses.

Step 4: Embrace Imperfect, Value-Driven Content

The era of the hyper-curated, perfect Instagram feed is fading. While high-quality visuals still matter, audiences are increasingly drawn to content that feels real, unscripted, and valuable. They don’t want to see a highlight reel that makes them feel bad about their own lives, they want content that helps, entertains, or inspires them in a relatable way.

This is where formats like short-form video (Reels, TikToks, Shorts) and Stories shine. They are designed for more casual, in-the-moment communication that feels much more authentic than a heavily produced photoshoot. To learn more about how to create engaging social media content, explore further resources.

Ways to Create More Relatable Content:

• Stop Relying on Stock Photos: Use images and videos of your actual team, office, and products whenever possible. It might not look as sleek as a professional stock photo, but it will feel infinitely more genuine.
• Use 'Talking Head' Videos: Don't be afraid to just talk to the camera. Share a tip, a lesson you learned, or an update about your business. When you show your face, you instantly create a stronger human connection.
• Solve a Real Problem: The most valuable content solves a problem or answers a question your audience has. Rather than just posting about your product’s features, create content that shows how it solves a specific problem in their lives.
• Don't Delete the Outtakes: Did you stumble over your words in a Reel? Did your dog bark during a recording? Sometimes, these funny little imperfections are the most engaging parts of the content. A compilation of bloopers shows you don't take yourself too seriously.

Step 5: Stay Consistent Across the Board

Being authentic once is easy. Being authentic consistently is what builds a lasting brand. If you’re witty and casual in your captions but formal and robotic in your DMs, your audience will notice the disconnect. Your authenticity needs to be woven into every touchpoint.

Think of your brand's voice and values as your North Star. Every piece of content you create and every interaction you have should point back to it. This doesn’t mean every post has to be the same, but the underlying feeling - the personality - should be consistent. Over time, that consistency creates a predictable and trustworthy presence that people naturally gravitate towards.

Final Thoughts

Being authentic on social media is less about a perfect strategy and more about a simple commitment to being human. It's about defining what you stand for and letting that guide your content, your conversations, and your community-building efforts. When you stop chasing perfection and start sharing your genuine personality and process, you'll attract an audience that sticks around for more than just the algorithm - they'll stick around for you.

I know firsthand how hard it is to maintain that human touch and consistency, especially when you’re juggling multiple platforms. We built Postbase to solve this exact problem. I use our visual content calendar to plan our authentic content weeks in advance, making sure our message stays consistent. Our unified inbox is a lifesaver, allowing us to reply to every comment and DM from every platform in one place, so our engagement always feels personal and timely. Building an authentic brand is easier when your tools are on your side, not fighting you at every step.