Why Go with Authentic Marketing in the Age of AI

How To Market With Your Authentic Intelligence

In The Era of Artificial Intelligence

• What's the most innovative way to market your personal brand, product, or service in 2023?

• Should you resort to AI-based machines and templates or "step into the light" with short videos and stories?

Even in the era of artificial intelligence, the authentic personalized brand voice is making a strong comeback and is louder than ever today. Authenticity is about revealing your brand's raw human personality via a brand voice.

Nowadays, brands strive to build a long-term authentic brand experience at any cost. As a result, they are shifting their social media marketing strategies to focus on aligning their brand voice and practices with their consumer's values and behavior.

The authentic brand voice will do your best marketing nowadays, even with the growth and popularity of AI and augmented reality in B2B and B2C marketing- (Megan Devine, d.trio marketing group).

AI and Marketing

Lately, the issue of AI replacing humans in marketing has gained great publicity on social media. However, AI cannot replace humans, especially in marketing. Marketing takes something human to impact relevance and emotional resonance (hbr.org).

AI-based machines aren't as uniquely emotional, intuitive, or value-driven as humans. Yet, AI-based machines are faster, more accurate, and more rational than humans.

That is why AI will continue to support and not overcome personalized human marketing (nytimes.com).

The trend towards human authenticity is booming on social media, as various brands use short videos and Storytelling to market themselves organically and impacting a larger audience.

To that end, brands strongly rely on Storytelling and short videos in marketing.

Brand reels, YouTube Shorts, or Tiktok videos rely on short video content and get viewed by millions of people worldwide, creating more engagement, resonance, relatability, publicity, and memorable visibility in a matter of seconds.

Today's affiliate marketers and influencers try to keep their image as real and relatable as possible. They come up live on cam to talk about their daily struggles or to post videos of their real-time family moments.

The Storytelling Brand Power

Storytelling which is as old as time has become the 'Next Big Thing' in today's digital world. Therefore, it is more critical today than at any time in history.

Brands use this technique to create relatability and to build trust. They rely on real client testimonials or stories around the 'great' brand experience. Yet, brands no longer focus on the hero's journey storytelling technique.

The hero this time could be you or me. Flawed… and human. They are ordinary people looking for practical ways to overcome their daily struggles.

In this regard, Giovanni Marsico remarks that we, as humans, are all storytellers. We all have our mind-blowing interesting stories engraved in our memories.

Storytelling serves as an enchanting and powerful marketing skill.

It triggers people's emotions and activates the whole brain giving an impactful "brand recognition effect."

Storytelling is also unique because it allows the prospect to envision and experience a variety of emotions at the same time.With Storytelling, the prospect relates to that excellent brand experience with his emotions, even before using his reason to doubt it.

"A good story will sell millions," says Perry Belcher, a digital marketer, and copywriter. So selling by appealing to emotions is a winning strategy.

But how can a brand differentiate itself to achieve longevity among its fierce competitors?

Provide MORE Authentic Value

Being genuine and value-driven is a prerequisite for authentic branding. It is the most competent formula to maintain a loyal customer base, gain more followers, and attract new buyers organically.

How is this done? By standing up for your public image, over-delivering authenticity, and providing authentic content all the time.

Stand up for Your Public Image

Authenticity involves sustaining an excellent public image and a sincere willingness to serve the community.

2022's business modes of co-creation have shifted the power from business to consumer. Thus, brands must rely on an authentic public image to sustain longevity.

Building a healthy brand image is about integrating the brand's values into its USP.

It is about clarifying your stance on gender discrimination, racism, animal testing, or other ethical issues. This is crucial to position the brand as 'caring' for customers' concerns.

OVER-Deliver Authenticity!

How much 'value' a business offers its customers and prospects is scrutinized through a transparent lens nowadays.

The 'Give Give Give' motto propels the brand to hit significant growth and flourish over the internet.

The brands that deliver more know-how, advice, and giveaways are growing their organic network of followers. Value is synonymous with providing learner-driven education. Recipes, secrets, tricks, advice, expertise, solutions.

That's why personal stories are going viral on LinkedIn.Those stories that tell how a person overcame a problem and became a success story have become the new trend.

Gaining more promotions is also about showing up consistently to deliver your premise to the customer.

The Art of Empathy Stands Out!

It is no secret that social media algorithms determine which content to deliver based on the user's behavior.

Thus, the user decides if you are worthy enough to hit worldwide recognition with a press of a button. Period.

Being authentic is the only way the prospect can relate to you. By being yourself in your authentic shoes.

By sharing your experience and relating to people's troubles and concerns. By empathizing with others and offering valuable solutions through a product or service.

Empathy is about crossing that extra mile to achieve success. It is about shifting the lens to your customers' experience. It is also about valuing human authenticity.

Richard Bradson, Founder and CEO of the Virgin megastore, says: "If you care enough, you can improve on any facet of the human experience."

Showing empathy towards your customer's concerns is the principal determinant of whether you are a 'thriver' or a futile 'striver' in today's world.

Use those steps to sustain and develop your authentic brand voice:

1. Have a presence on social media. Make your space by showing up with your beautiful face.

2. Create more short videos and reels. Video is the future of online traffic, says renowned copywriter Alex Cattoni. Facial communication triggers memory neurons and helps customers remember you and your brand.

3. Connect with Facebook communities. Learn their desires, troubles, and concerns.

4. Create Personalized Content that serves your ideal client. Be authentic, be a friend.

5. Give your customers a strong incentive to follow you. State your clear USP. If you want more clients, sell what your services do for your clients and what measurable results they can achieve.

6. Be consistent in delivering value. Experiment with your posts, and diversify your content.

7. Overcome your camera shyness, and embrace yourself as a professional.

Written by Rola A. Saleh (Copywriter)