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- Have any questions?
- 02 9247 6000
- media@commsroom.co
People are looking for real connections over perfectly curated material as they become more selective. This change in preference shows a stronger need for authenticity, connection, and openness in online relationships.
Brands that are open to being real are connecting with their customers in fresh new ways. In order to build a relationship that goes beyond likes and follows, businesses can share unfiltered moments, behind-the-scenes glimpses and honest messages.
Some ways to humanise a brand and make it easier to relate to are to share real customer stories or let workers run social media accounts for a day.
Moreover, authenticity drives engagement by encouraging two-way communication.
Rather than broadcasting polished advertisements, brands that invite conversations and respond to feedback are creating stronger relationships with their followers. This interactive approach not only builds trust but also cultivates loyal communities.
Read more: Sophie Winter on purposeful communication in a cluttered online world
The popularity of short-form video platforms and live broadcasting in 2025 has highlighted the importance of authenticity.
Audiences appreciate raw, organic content because it is more relatable. Whether it’s a behind-the-scenes tour or an unscripted Q&A, these formats allow for genuine, real-time interactions that increase audience trust.
However, authenticity is more than just being raw or unpolished; it also involves consistency and balance with deeper convictions. Brands must align their content with their values and ensure every interaction resonates authentically.
Brands that remain true to their identity and communicate openly are more likely to connect with their intended audience. They create emotional resonance, foster loyalty, and nurture enduring relationships.
In today’s world of constant digital noise, distinguishing out demands more than just imagination. By stressing authenticity, brands can build genuine connections, inspire trust, and ultimately increase engagement on social media platforms.
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