Authenticity vs Self Promotion

Since the introduction of social media, brands have used it as a form of promotion for their products and business.  Both self promotion and authenticity have benefits when it comes to expanding a company’s reach.  I believe that if a company is having success with either self promotion or authenticity, they should continue to use that method.  Being known for a certain method of delivering content and switching that method could throw off the usual consumers of that content.  However, if a business is just starting on social media, I believe that being more authentic than self promoting will be the best way to generate engagement.  Most people would rather buy things from a brand that they feel is being authentic to who they actually are rather than trying to be something they are not.