Authenticity, Not Algorithms: Creating Brand Content That Connects
Data-driven strategies have taken over—and with AI in the mix, even creativity feels formulaic. While these tools offer efficiency, they’ve also contributed to a growing problem: audiences are tuning out.
Feeds are flooded with sameness—and the very tools meant to foster connection have, instead, made trust harder to earn. Content built for clicks rarely earns loyalty. What does? Authenticity—genuine, human connection that audiences can actually feel.
At this year’s DigiMarCon New England, I joined fellow social media strategists to explore trends and to gain insight into AI, SEO, and content creation. Since the conference, I’ve been reflecting on the bad habits marketers fall into—and how we can pivot to build lasting relationships. Here are some considerations for social media professionals:
1. Are You Creating for People or Just the Algorithm?
Marketers wear a lot of hats. We’re expected to create compelling creative, write engaging copy, choose relevant hashtags, and execute tightly targeted campaigns. It’s a lot, and we’re good at it, but in the push for performance, we risk losing the plot.
An overemphasis on SEO, keyword density, and content volume can lead to noise, not connection. Content created just to check a box becomes obvious to the audience. They can spot the intention (or lack of it) behind every post. When content is created for the algorithm rather than the consumer, you don’t just lose clicks— you lose credibility.
2. Is Your Content Just Average?
AI is a powerful tool, but it’s informed by what’s already been done. It pulls from published content to generate responses. It mirrors the majority, which means what it creates is average by design. As Christina Inge, founder of Thoughtlight, put it during the conference: Like Hollywood, we’ve all had too much filler. But this time, the filler is AI.
Audiences are seeing the same tone, the same em dashes, the same emojis. They’ve seen it all before. When your brand blends in, you’re no longer memorable; you’re just more digital noise.
To avoid sounding like another AI chatbot, we need to get back to basics. Here’s how to create content that connects:
1. Write Like You Speak
At the conference, Scott Murray, author of Undeniably Human Content, posed a simple but powerful question: If you wouldn’t say it out loud to someone, why would you write it?
It seems obvious, but it’s something marketers can forget. People want to be spoken to like people. We crave content that feels human. Create content that invites a response, creates emotional clarity, and leads with empathy rather than data. When developing content, ask yourself:
- Are we relying on internal language that means nothing to the audience?
- Are we working off assumptions rather than actual audience insights?
- Are we using the same formats and phrases because they’ve “always worked”?
2. Real Connection Beats Quick Clicks
You need to know your audience better than Google ever will. Use surveys, talk to customer-facing teams, and test your messaging with people outside your department. Don’t settle for guesswork.
Your audience doesn’t want a perfect brand. They want something or someone they can relate to. Parasocial relationships are valuable, and they drive powerful loyalty. Give your audience a voice they can recognize and that aligns with your brand values.
3. Use AI—But Don’t Let It Use You
Let’s be clear: AI isn’t the enemy. When used intentionally, it can be a valuable creative partner. Automation can outline ideas, surface trends, or repurpose content, but it shouldn’t set the tone. Keep a living style guide that spells out word choice and values. Run drafts through that filter so every post still sounds like you.
And before you click post, ask yourself: Will this content be read in a commercial voice, or remembered as a human one?
Authenticity isn’t a trend. It’s the foundation of content that actually connects.
Yes, use the tools. But lead with humanity. Because algorithms might get you seen, but authenticity is what makes you matter.
