Authenticity or Algorithm: Which wins when building a brand?
A reader wonders if its possible to build an authentic and ethical business (or brand) on social media? I'm less than optimistic.
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Solicited Advice
Hi Erin –
Do you think it’s possible to run a successful business (or brand) ethically and authentically when social media is the main channel? I’m 38 and oof it’s exhausting. Seems like what it takes to succeed is so *cringe*.
Sincerely,
Authenticity or Algorithm
Hi Authenticity or Algorithm –
No, I don’t think it’s possible to build a brand or business on social media without some level of “cringe.” Well, let me clarify, that it may not feel that way to you but someone consuming your content is going to find at least some of it cringy at best, problematic at worst. We’re all going to define what feels icky, inauthentic, and, to a degree, unethical a little bit differently.
Is authentic being defined as sharing the full truth about all elements of your life with complete strangers online? Is it sharing the hard moments in a relationship? Is it sharing every financial decision you’ve made it? Is it sharing health and medical news? Is it about not applying filters and Facetune to your images or is it being honest if you’re using fillers, Botox, a GLP-1? Each follower is going to have a different litmus test for authenticity.
One fatal flaw in building a brand is that it can box you into a situation that makes it difficult to change without a risk of exploding the carefully crafted persona. Because that’s ultimately what someone’s online presence is: a persona. In most cases, the followers don’t know the influencer personally and have a parasocial relationship built on their interpretation of the content an influencer puts online.
I’ve followed a body neutrality and fashion influencer for years. I’ve purchased her products and even attended one of her in-person events. Recently, she announced that she’s been taking a GLP-1. I appreciated her honesty, of course, but I’d be lying if I didn’t admit it elicited a strong emotional reaction from me. But that’s about me, not her. She wasn’t required to share the minute she started the drug. I’m sure she agonized over the decision to start taking Ozempic (or whichever brand it is) and then to tell her community because she knew it would feel like a betrayal to some folks, even if it was for medical reasons. It was her right to take her time about when and how to share that news.
Would it have been inauthentic and unethical for her to suddenly lose a bunch of weight, be a conventionally thin person and still preach body neutrality and acceptance without disclosing the use of a GLP-1. Yes, of course, but that’s not what she did. She took the appropriate time to process a major change in her life before sharing.
Unfortunately, time is rarely afforded to us on the Internet.
There are seemingly countless contributing factors as to why this is the case. In my opinion, it’s a potent mix of the speed at which information is shared, cancel culture, eagle-eyed followers, and the expectation that today’s influencers/brands/businesspeople/generally famous elites should take a stance on every major issue. This then also becomes polarizing. There are those who want the people they admire, support, and follow to be politically outspoken and others who are in the “shut up and dribble” camp.
What feels right to the creator might be to stay silent on a topic for a multitude of reasons, which can then read as inauthentic or unethical to a certain demographic of their followers. The adage, “try to please everyone and you end up pleasing no one,” should be stitched on a pillow and sent to every person trying to build a brand or online business. That or “hard work beats talent when talent doesn’t work hard.”
The reality about massive success is that we’re not all cut out to be that person. On one hand, it takes a serious work ethic to be wildly successful. Yes, even as an “influencer”. But it also means being okay with giving up a lot of yourself for public consumption, which in turns leaves you vulnerable to trolls and hateful rhetoric or even stalkers and death threats. There’s a mental fortitude involved. Honestly, more realistically, there’s a willingness to compromise mental health, or at least privacy, for the sake of some level of fame and fortune.
Luck is another key component. Certain influencers who are big names today achieved that success in part to timing. Early adopters to TikTok were able to dominate the space quickly and followers often beget more followers. This isn’t to say those same people weren’t talented (although maybe some wouldn’t have succeeded to the same degree if they waited a year or two) but that timing and luck does play a role in most people’s careers.
There are so many ways in which both luck and timing impacted my career. Just having the inspiration to name my blog “Broke Millennial” created early search engine optimization buzz. I also got to personal finance blogging before it exploded. Sure, it had been around for years before I entered the fray – but many of the writers were men with families who didn’t live in cities. I was an unmarried woman in my early twenties with no children navigating New York City on a paltry paycheck. There weren’t many other people writing from my perspective, which helped launch some of my early successes, especially with media coverage.
It was a TV interview for CBS Sunday Morning that ultimately led to my book deal. A literary agent saw the show, checked out my blog, and reached out. After that, things moved quickly. I signed with him, he taught me how to write a book proposal, he took it to market, and I had a book deal within months.
The combination of luck and timing doesn’t undermine the fact that I worked hard, and often for free, for years to put myself into a position to succeed. But grit and determination alone often won’t yield the desired results either. Plus, the reality is that some people just have an ineffable quality that draws other people to them. Is there an overlap between what seems to make a highly successful content creator and what would make a good cult leader? Um, kind of.
At this point, I’m worried that I’ve likely talked you out of continuing to pursue your brand building and business goals.
What does matter the most is that you feel authentic and ethical about the content and quality of work you’re putting out into the world. That you have clearly defined boundaries for what you are willing to share with your community, many of whom are complete strangers, and the types of companies or brands with which you’ll do business. If hopping on every single social media trend to try and juice the algorithm feels cringy to you, then don’t do it. But you must make peace with the fact that doing what is ethical, comfortable, and authentic to you might mean fewer followers and lower revenue than other people who define success as moving quickly, amassing followers, and helping to shape our digital culture.
If it’s not clear from my online behavior over the last several years, and the fact I’m not even on TikTok, I’m in the former camp. I recognize that the choices I’ve made impacted the growth of my brand and, therefore, my revenue.
It’s not the “right” path, but it’s one that felt right to me.
Hope this helps!
Erin
Do you need some advice?
I think it is possible; moreover I think it can be a winning differentiated strategy. Users want authenticity; you can give it to them whilst still being businesslike. If you just look like a template or a bot, you won't stand out.