Keeping it Real: Why Authentic Brand Positioning Beats Sales Pitches on Social Media

In the ever-evolving world of social media, authenticity has become the secret ingredient for success. Consumers, particularly Millennials and Gen Z, crave genuine connections with the brands they support. Gone are the days of in-your-face sales tactics dominating the feed—today, authentic brand positioning is what turns followers into loyal customers.

As a marketing agency owner specializing in hospitality and hotel marketing, I’ve seen firsthand how authenticity outperforms pushy sales content. Whether you’re running a restaurant, hotel, CPG brand, or beauty line, there’s one undeniable truth: authenticity wins. Let’s dive into why and, more importantly, how you can apply this to platforms like TikTok and Instagram for maximum impact.

Why Authenticity Matters More Than Ever

You can thank Gen Z and Millennials for making authenticity non-negotiable. These generations are skeptical of overt sales tactics, polished ads, and brands that prioritize profit over people. What they really want is to feel seen, heard, and connected to brands that share their values.

When brands lean into authentic storytelling and genuinely engage with their audience, they build trust—and trust drives conversions. Instead of selling to your audience, you’re building a relationship. In the long run, this leads to more loyal customers and organic brand advocacy, which, surprise surprise, is way more powerful than any flashy sales campaign.

How to Position Your Brand Authentically (Without Sounding Salesy)

Whether you’re a restaurant looking to fill tables, a boutique hotel seeking direct bookings, or a beauty brand promoting the latest skincare line, here’s how you can win by keeping it real:

Restaurants: Instead of bombarding followers with “50% off your next meal” posts, focus on the experience. Share behind-the-scenes videos of your chef prepping seasonal dishes, highlight your staff, or showcase regular customers. People crave connection and will resonate with real stories about the passion behind your restaurant.

Hotels: Sure, you could run ads all day about your nightly rates, but how about taking potential guests on a virtual tour of your property? Show the cozy details of your lobby, the local coffee shop you support, or a quiet moment of your team prepping rooms. Sell the experience, not the room rate.

CPG Brands: Instead of a basic product shot with a “Buy Now” caption, share how your product fits into someone’s life. Show real people using your products, highlight sustainable practices, or offer tips on how to get the best out of your product. UGC (user-generated content) is a goldmine for this.

Beauty Brands: Ditch the over-produced beauty ads and embrace skinimalism—where less is more. Show real customers using your products in their skincare routine, get influencers to film raw, unfiltered reviews, and focus on educational content about ingredients or sustainability efforts.

TikTok vs. Instagram: Authenticity, But Make It Platform-Appropriate

While both TikTok and Instagram are key to modern social media strategies, each platform thrives on different types of content and engagement. Understanding what works best on each platform will help you maximize your efforts while staying true to your brand.

Authenticity on TikTok: Lo-fi, Real, and Unpolished

TikTok is the platform where raw, unpolished content wins. It’s all about connecting with audiences in a way that feels spontaneous and real. Overproduced content often gets skipped, while behind-the-scenes moments, relatable humor, and quick-hit how-to videos gain traction.

What works on TikTok:

Behind-the-scenes moments: Show your restaurant’s kitchen chaos, your hotel’s morning setup routine, or your beauty brand’s unboxing process. The messier, the better—audiences want to feel like they’re getting an insider look.

User-generated content (UGC): Encourage your customers to create their own TikToks featuring your product or service. Whether it’s guests filming their hotel room reveal or customers sharing their skincare routine using your products, UGC feels more trustworthy.

Challenges and trends: Don’t be afraid to hop on a TikTok trend, but make it relevant to your brand. Restaurants can participate in viral food challenges, beauty brands can showcase skincare hacks, and hotels can share travel-themed trends.

Example: A CPG brand could show a day-in-the-life of someone using their product with a voiceover, ending the video with a blooper or an unexpected twist. Relatable, funny content does particularly well on TikTok and helps create that feeling of connection.

Authenticity on Instagram: Curated, But Genuine

Instagram may have started as a platform for perfectly curated photos, but these days, users crave realness. While your feed can still look polished, authenticity comes through in Stories, Reels, and Captions. The more honest and behind-the-scenes you get, the better.

What works on Instagram:

Instagram Stories: This is your place for quick, authentic updates. Use Stories to share raw, real-time moments, run polls, ask questions, or share behind-the-scenes snippets. Let your audience feel like they’re following along with the day-to-day operations.

Reels: Instagram’s answer to TikTok is a chance to get a little less formal. Share short videos of restaurant chefs plating a dish, hotel staff decorating for the holidays, or a beauty brand demonstrating how to use a new product in a real, practical way.

Interactive content: Ask questions in your captions, use polls in your Stories, and invite customers to share their own experiences. Engagement here is key!

Example: A boutique hotel could use Instagram Reels to give a quick tour of the area, highlighting local businesses they love or hidden gems their guests should check out. Authentic, off-the-cuff content like this resonates with audiences who value local connections.

Examples of Authentic Brand Positioning in Action

Restaurants: Rather than just posting “come dine with us,” show how your chef sources ingredients from a local farmer’s market, or feature a bartender talking about their favorite cocktail recipe. The result? Guests feel like they’re part of something bigger than just a meal.

Hotels: Instead of showcasing just beautiful suites, feature real guest testimonials or staff introducing themselves. Show what makes your hotel unique—whether it’s your eco-friendly practices or the quiet reading nook perfect for introverted travelers.

CPG Brands: Highlight your commitment to sustainability by showing the behind-the-scenes efforts that go into making your product eco-friendly. Pair it with UGC from real customers who are just as passionate about green living.

Beauty Brands: Focus on education. Use Instagram Lives or TikTok videos to break down how to use your products, why certain ingredients are important, or how real customers integrate your products into their routine. Less polished, more relatable.

The Power of Keeping It Real

In the age of authenticity, positioning your brand as real and relatable is no longer optional—it’s essential. Whether you’re a restaurant, hotel, CPG, or beauty brand, the more you lean into authentic storytelling, the more likely you are to attract (and retain) loyal customers.

And if you’re ready to elevate your brand’s authenticity game but need a little guidance, Golden Hour Co. Digital Agency can help. From building authentic brand stories to executing social media strategies that connect, we’re here to turn your audience into superfans.

Ready to keep it real? Get in touch by emailing danielle@goldenhourcodigital.com.