In 2020 consumers are buying authenticity

Three tips for making your content as authentic as possible

One of the biggest marketing trends we are seeing in 2020 is authenticity. Authenticity is taking a life of its own. While a lot of companies and personal brands are trying to show engaging behind-the-scenes content, they’re doing it in a way that may be too contrived.

With all the tech tools, tips and tricks out there, there is more and more overly curated, and seemingly “perfect,” content. From photoshop, to hundreds of filters and apps, to posing for hours to get the right shot, we’re going to see audiences craving authentic content in 2020.

Are you telling your story and diving deep into your company’s “why?” Don’t force it on your audience too much. Here are some tips to making your content as authentic as possible.

Tip No. 1: Speak from the heart and tell a story

A brand, and how you market your brand, is one big story. Tell this story from the heart and think about all the elements in your story. Stories can be developed for just about anything — even products and services. Ask yourself, what is the “why” behind your brand? And then find an engaging way to tell your audiences your “why” authentically.

Tip No. 2: Use photos over graphics

Photos of people, teams and customers often get more engagement than graphics. This doesn’t mean you should ditch your visual identity because it is important to have a consistent and ownable look. However, humans want to see humans and they want to know what their stories are. Think about human interest stories and why they are so intriguing. Consider mixing up your content strategy with real people and stories and balancing it with your stellar brand graphics.

Tip No. 3: Use video

You’ve likely already heard this, but it’s true. Statistics are showing that consumers are watching more video online than they do anything else. YouTube is used more than Gmail by consumers, according to 2019 social media trends. Video is a top trend in marketing right now, so if you have not joined in on using video to promote your products, services or even yourself — you should. And guess what? It does not have to be perfect; it just needs to be authentic.


Whether you are promoting yourself, a product or service — authenticity is key and will continue to be in 2020. A great recent quote that drove this belief system home for me: “What is most personal, is the most creative,” from Boon Joon Ho / Martin Scorsese.


Becca Cooper Leebove is a brand strategist and the founder of ShuBu Creative—a marketing and branding agency in Denver, creating impactful and purposeful brands and compelling marketing strategies by diving deep into people’s motivations, data and trends. Visit or follow Instagram @shubu_creative or Facebook @ShuBuCreative to learn more.

Categories: Sales & Marketing