Welcome back to the social media corner of our newsletter! We recently found an interesting article on Sprout Social by Carly Hill discussing the role behind the scenes content can play in your social media content and why highlighting transparency is ever-more important. So let’s get into it!
Basically, the article says that in today’s digital landscape, authenticity reigns supreme. Audiences are no longer satisfied with superficial interactions; they crave genuine insights into the brands they follow. This shift towards transparency has redefined how businesses communicate their values and practices on social media.
A few years back, the social media narrative was dominated by the importance of brands speaking up about social causes and current events. Brands that vocalized their stance on these issues were seen as leaders, setting themselves apart from the competition. However, according to recent data from the Index, this trend has evolved. In 2023, only 25% of consumers found brands memorable for speaking out on causes and news aligned with their values.
What consumers now seek is a deeper, more consistent transparency from brands. The Index highlighted that the second biggest thing consumers find lacking on social media is transparency about business practices and values. Hill says that this indicates that while vocalizing values is still important, it’s the ongoing, transparent demonstration of these values that truly resonates.
We spoke with Paula Perez, Social Engagement & Community Growth Specialist at Oatly, who emphasized this shift. “Consumers are more interested than ever in labor practices, diversity, investor relations, supply chain, company leadership, and environmental responsibility,” Perez explained.
So what does this mean for you? Hill writes that to stay relevant and build trust, brands must seize opportunities to showcase transparency in their business practices. Start simple: share behind-the-scenes content of your office, product manufacturing processes, and the people behind your products. Highlight your sustainability efforts and values with tangible proof and actions to back your statements.
When questions arise, be proactive. Utilize social listening tools to identify and address potential issues early. This will not only help you stay ahead of the conversation but also guide necessary changes within your brand to meet consumer expectations.
In a world where authenticity is paramount, consistent transparency isn’t just a trend—it’s the new standard for successful brand communication on social media.
Article Source- https://sproutsocial.com/insights/social-media-trends/#BTS-posts
