Personalised Content: Why Authenticity Wins in Social Media Content

The word "authentic" gets thrown around a lot in the business world, and honestly, it can sometimes lose its meaning as it falls into buzzword territory. But when you really break it down and apply it the right way, true authenticity is hard to capture. Having said that, when you get it right, it’s a game-changer for your social media content.

People love people, and people love stories. Authentic stories do really well on social media, because the audience have a lot more trust in the source, and the less-polished style is a lot more relatable to the average person.

When I work with small businesses, especially in a tight-knit community like The Wirral, where locals love supporting independent shops and services, staying authentic in content creation is a great way for potential customers to get to know you. It’s about going beyond the usual surface-level posts and creating ideas that reflect the people, personality, and individuality behind the brand. At the heart of it, it’s about building trust with your audience—and for that, your content has to feel real. Dare I say it, authentic.

Going Beyond the Brief

One of my favourite parts of working with a new client is having interesting, meaningful conversations. I’m not just looking for what your business offers—I want to know where it all started, what drives you, and what gets you excited today. I love hearing about the behind-the-scenes moments: how it felt when you started out, the early days when you were juggling everything yourself, or how you still remember the name of your very first customer. It’s these personal stories that help me bring your business to life in a way that resonates with your audience.

The initial research can tell me what your business sells, whether it’s fitness coaching, hair styling, or physiotherapy, but it’s the real stories—the ones only you can share—that allow me to create content that feels deeply personal. And that’s exactly what makes it connect.

This immersive approach means I’m not just creating posts. I’m crafting content that feels like it’s speaking directly from your business—capturing its voice, energy, and personality in every post, caption, and blog. It’s not just another post in a feed; it’s your brand showing up authentically.

Why Authentic Content Converts

There’s a reason storytelling is such a powerful tool—it works on a psychological level. Dr. Paul Zak, in his study “The Science of Storytelling” (2014), found that emotionally compelling stories trigger the release of oxytocin in our brains. This is the chemical that makes us feel empathy and trust. And guess what? Even if the stories aren’t technically real, we’re still moved by them. This is the magic of being open about your business story—it builds trust and connects with your audience on a deeper level.

This is especially crucial for small businesses. Unlike the faceless, impersonal vibe of a big corporation, small businesses have the chance to show their real selves—the people, the small teams, the human side of the brand. When you share why you do what you do, and what it would feel like to work with you, that’s where the connection happens.

How Your Clients Benefit

The clients I work with always tell me how much they appreciate the close, collaborative approach. They feel listened to, and they feel that the content we create together truly represents them. And that energy is felt by their audience, too. People connect with the real stories, the human touch, the little moments that make the brand unique.

Even from a technical standpoint, personal content works. It grabs attention, stops the scroll, sparks comments, and encourages shares and saves. But more importantly, it builds long-term brand loyalty. The kind that makes your audience look forward to seeing what you share next.

Making it Personal

Here’s how I like to think about it: if a piece of content could be posted by anyone else in your industry without anyone noticing, then it’s probably not personal enough.

We’ve all seen content based on the same templates, trends, and patterns. But if you want your brand to be memorable and build trust, you’ve got to go a little off-script and create something truly real.

This is where I come in. I’m not just someone who posts for you. I’m a communicator, a writer, and a translator of your brand’s quirks and values into a distinct, authentic voice. I take what makes your business unique and curate it clearly, confidently, and consistently—so your content stands out and truly connects.

If you want help bringing your brand’s story to life and showing your audience what makes you unique, book a free discovery session with me. Let’s explore how to craft personalised, meaningful content that speaks from the heart of your business.