A strong social media presence is all about resonating with your audience. Every business is guilty of self-promoting, that’s how they get their name and their product out there. But the magic of marketing is promoting your product without your consumer noticing. Some of the most successful campaigns are the ones that push a message and not a product.
Companies like Aerie with their #aeriereal campaign are proving that being real and authentic promotes your product on its own. The goal of this campaign is to create body positivity and self-love. Instead of editing and filtering models wearing their products like most companies Aerie took a stand against unrealistic beauty standards. By using models and customers of all shapes and sizes to show off their product Aerie doesn’t even need to add a promotion. I think Aerie shows the perfect balance of self-promotion and authenticity by pairing their products with a strong message that motivates and inspires their consumer base.
As a brand, your goal is to make sales in order to be successful. This doesn’t mean that your social media accounts have to be flooded with products and sales. For popular, already thriving brands, authenticity should become a key player in how they use social media because it’ll grow their fan base and directly impact their sales. Authenticity on social media is more than possible, it’s proven to be sucessful.