The Power of Authenticity in Marketing: Why Real People Drive Engagement 150% Higher

Marketing today faces a unique challenge: how to capture attention in a world flooded with AI-generated content (like this blog post?) and product-focused posts. One clear solution stands out from my experience and raw data from Instagram and Facebook: using real people in marketing materials can boost engagement by over 150%! This post explores why authenticity matters so much and how featuring real people can transform your marketing efforts.

Why Authenticity Matters More Than Ever

We're flooded with products and ads, right? More than that, the amount of AI dribble I see is starting to make me itch. People want to see themselves reflected in the brands they follow. How can they feel reflected in the brand when the post is a pixelated robot promoting some automated garbage? When marketing materials (social media posts, flyers, website images) show real people, it creates a sense of trust and relatability that AI-generated images or purely product-centered content cannot match. People respond to genuine emotions, expressions, and stories. Yes, occasional product highlights are fine, but people should be added somewhere in the content.

Extensive research supports this. Studies from Georgetown University (email me for the raw data) show that content featuring real people increases engagement rates significantly. This happens because audiences feel more connected and are more likely to interact with posts that seem honest and relatable, versus just being sold to.

How Real People Create Stronger Connections

Real people bring stories to life. When you showcase customers, employees, or community members, you offer a window into authentic experiences. This approach helps audiences imagine themselves using the product or service, making the marketing message more personal and compelling.

For example, before my time as the Marketing Manager of SLO Food Co-op, our posts were primarily product-focused. Our engagement was low, and things were not improving. When I was hired, I thought we needed to get some employees and shoppers in front of the camera, and our content started to not only increase in engagement, but some went kind of viral! This emotional connection drove higher engagement, including thousands of more likes, shares, and comments.

Come on, are you liking and sharing a funny Reel of an employee following a funny trend, or a bad photo of raw dates that are 10% off? BINGO.

Practical Ways to Incorporate Real People in Marketing

Here are some effective strategies to include real people in your marketing content:

• Customer Stories

Share testimonials, interviews, or day-in-the-life features that highlight how your product or service impacts real users.

• Employee Spotlights

Introduce team members with short bios and photos. This humanizes your brand and builds trust. Make it fun! Your employees will also have fun doing something outside of their normal tasks (if they accept - the camera isn't for everyone!)

• User-Generated Content

Encourage customers to share their own photos and experiences. Reposting this content shows appreciation and authenticity (hello, community!)

• Behind-the-Scenes Content

Show real moments from your company’s daily life, such as product ideation or team events.

• Community Involvement

Highlight your brand’s participation in local events or causes with real people involved.

Proof is in the Pudding

Just Jujubes featured real customers sharing their favorite jujube recipes on Instagram. Engagement rose by 110%, and sales increased because followers trusted the authentic stories more than traditional ads.

Ads can have their time in the sun, but they aren't the only way to grab attention.

Avoiding Common Pitfalls

While featuring real people is powerful, it requires care:

• Consent and Respect

Always get permission before using someone’s image or story. Respect privacy and boundaries.

• Diversity and Inclusion

Represent a wide range of people to reflect your audience accurately and avoid stereotypes.

• Authenticity Over Perfection

Avoid overly staged or edited photos. Genuine moments resonate more than seemingly flawless images.

Measuring Success and Adjusting Your Approach

Track engagement metrics such as likes, shares, comments, and click-through rates to see how real people content performs. Compare these with other types of posts to understand what works best for your audience. It's okay if your first try (or first 15 tries) flop. I've had many failures, but the successes make up for all the time it takes to improve and learn. When something does well - KEEP DOING THAT!

Use this feedback and data to refine your strategy. For instance, if customer stories get more interaction than employee spotlights, focus more on those.

Final Thoughts on Using Real People in Marketing

Using real people in marketing materials creates a powerful connection that can drive engagement by over 150%. This approach builds trust, makes your brand relatable, and encourages audiences to see themselves in your story. Just think of what content you would prefer to see in your personal time - take the business aspect out of it. Social media is SOCIAL.

Start by featuring authentic stories and images that reflect your audience’s diversity and experiences. Track your results and keep refining your content to maintain genuine connections.

Have a question or need help with your content creation and management? Send us an email at kjm184@georgetown.edu or use the contact form and we'll be happy to help!

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