Big brands might have massive marketing budgets but they often struggle with something small businesses naturally excel at: authenticity.
When you’re running a small business, you’re closer to your customers and more connected to your community. People are more likely to buy from you once they feel like they know you, trust you and believe in what you’re offering.
Social media is one of the best places to build that trust.
This guide will walk you through how to show up in a way that feels real, consistent and genuinely ‘you’, no matter what platforms you’re on.
Why small businesses are uniquely positioned to be authentic.
Big brands might have the budget, but they don’t have you. As a small business owner, you’re the face, the product expert and the customer service rep, often all in one. That visibility makes it easier to connect. It’s your edge. While big corporations work overtime to appear human, small businesses are human by nature. That’s your advantage – lean into it.
RELATED: The best social media platforms for small business.
1. Why authenticity matters more than ever.
Let’s face it, social media is crowded. Every scroll brings a new business, brand or offer. For customers, that choice can often feel overwhelming.
What actually makes someone stop, click or buy? Often, it’s not the flashiest product or most polished ad. It’s trust. And trust starts with authenticity. According to soci.ai’s consumer behaviour index report, 73% of consumers now discover brands on social media, so making the right impression from the very first scroll matters more than ever.
People want to know who they’re buying from. They want to support businesses that feel real, the ones that share their values, speak honestly and show a bit of personality. And this should be apparent in every location you appear. In fact, Gen Z consumers use an average of 3.6 platforms to research local businesses before making a purchase. That means before they land on your site, they’re likely checking your socials, reading reviews and comparing what others are saying.
If your business is thoughtful, ethical or goes the extra mile for customers, don’t assume people already know. You have to show them. The way you talk, what you post and how you respond all contribute to your reputation online and, often, that’s what turns someone from a browser into a buyer.
RELATED: Social media optimisation (SMO) explained: How to use it for your small business.
2. The difference between being authentic vs looking polished.
Being authentic doesn’t mean being unprofessional. It’s not about messy posts, shaky videos or telling your whole life story. It’s about showing up honestly and giving people the kind of insight that builds trust.
You can absolutely have both. A clean, professional-looking feed can work with authenticity, as long as it doesn’t feel cold or robotic.
Think about it from your customer’s perspective. If you were about to buy from a business for the first time, what would you want to know?
– Who’s behind the business?
– What do they stand for?
– What do their customers say?
– What makes them different?
You don’t have to share everything, but you do need to show enough to make people feel confident choosing you. A little realness can go a long way, even more so when it’s wrapped in a polished, consistent experience.
RELATED: How to time, schedule & manage your social media content.
3. How to show authenticity.
As a general rule of thumb: the more useful, honest information you share about how your business operates – your values, processes, ethics or behind-the-scenes – the easier it is for customers (and even algorithms) to trust you.
You don’t have to overshare, but you do need to be transparent. Here’s how to make that work across your socials:
Show the people behind the brand.
Post a photo of yourself or your team. Share what you do day-to-day. Let people see there’s a human behind the logo.
Try this: Do a short intro post, share a ‘meet the team’ moment or film a casual story explaining what’s new.
Talk about what you stand for.
Are you proudly local? Do you use sustainable materials? Do you prioritise customer care? Say it clearly and show how you follow through.
Keep your tone natural.
Use first-person language (‘I’ or ‘we’) and speak like you would to a customer in-store. This makes posts feel more personal and less like ads.
Share real moments.
That could be a customer success story, a team milestone or even a tough lesson you learned in business. These are the kinds of stories people remember.
Be consistent.
Authenticity isn’t just what you say, it’s how often you show up. Respond to comments, keep your message steady across platforms and update your content when things change.
Try this: Set a weekly goal – one post, one reply, one story. This alone keeps your presence alive and shows you’re active and engaged.
4. Common mistakes that break trust.
Sometimes it’s not what you don’t say but what you do that makes customers question your credibility. Even with the best intentions, these slip-ups can undermine the trust you’re trying to build:
Sounding too robotic.
Overly formal, corporate or AI-generated content can feel cold. If your posts sound like they’re written for a brochure instead of a real person, it’s time to soften the tone.
Jumping on every trend.
Trends can be fun, but using them just to stay ‘relevant’, especially without context, can feel forced. Your content should always tie back to your values or what you actually offer.
Ignoring comments or DMs.
If someone reaches out and hears crickets, it sends the message that you’re not listening. Authenticity means being present, even if it’s just a quick reply or thank you.
Inconsistency across channels.
If your website, Instagram and Google listing say different things, people will notice. Keep your business details, tone and story aligned across every touch-point.
Letting your socials go silent.
You don’t have to post daily, but if your last post was six months ago, it might leave people wondering if you’re still in business. A quiet feed can signal unreliability.
When you show up with honesty and consistency on social media, people notice. That trust leads to more engagement, stronger word-of-mouth and more confident customers who feel good about supporting your business. It’s not just a feel-good bonus – authenticity helps drive real results.
Keep building trust, one post at a time.
The more real you are, the more your customers will believe in what you do. Authenticity isn’t something you fake, it’s something you show, consistently.
Social media is just the start.
Building authenticity doesn’t stop at Instagram. Every touch-point matters: your website, your Google reviews, your email replies. But social is often the first place customers find you, so it’s your best opportunity to make a strong, trustworthy first impression.
If you’re ready to take the next step, Thryv’s social tools can help you manage your platforms, schedule content and respond to messages all in one place. So you can focus on building genuine connections, without the stress of doing it all manually.
Explore Thryv to see how it can support your business growth through social media and beyond.
