Authenticity Wins The Game
Authenticity wins the game.
In this article, you will discover why being authentic as an individual be it in social media or any other platforms, crucial for your personal branding strategy.
When you know exactly who your audience is, you’ll have a much more focused strategy and this will give you a big advantage when it comes to standing out. But with that said, you’re still going to be up against a fairly tough challenge. Even in a less crowded niche there’s still going to be thousands of people vying for the attention of your audience.
Think about your own web experience: you can’t go anywhere with ads flashing up, videos playing and billboards driving past you plastered to buses.
Everyone wants our attention and as a result, our brains have adapted. We’re now desensitized to this kind of noise and thus far less likely to sit up and take any notice of any marketing campaign.
So how do you overcome this?
The answer is simple: be authentic, be different and offer value.
Oh, and be interesting!
Don’t be ‘The Next Tim Ferriss’
The worst thing you can do if you want to stand out among all the noise is to try and set up another business model emulating one that already works.
The worst thing you can do is to become ‘the next Tim Ferriss’ or the ‘the next Pat Flynn’. When you do this, you quite simply aren’t adding anything new to the mix. You’re not differentiating yourself in any way and in fact you’re going out of your way to be the same.
In a flock of sheep, which one stands out most?
The black sheep of course!
You need to be that black sheep and you need to swim against the tide. That way, people will take notice of what you’re doing because it will be interesting.
You won’t just blend in among the background of noise.
This is another thing to consider when choosing your audience and your niche then: think about who you are, what you know and what you can bring to the table that no one else can.
Maybe you love fitness and comedy?
Then how about a funny fitness channel?
Maybe your someone who is incredibly meticulous and you want to write about fashion.
How about combining these things?
Don’t be afraid to stand out and do something different, because it’s what will make you interesting.
What You Can Learn from BuzzFeed
If you take a look at Facebook right now, then you’ll find that there are a large number of posts from BuzzFeed being shared almost every single day on almost every single newsfeed. Likewise, there are many others that are quite similar to BuzzFeed in terms of the way they structure their titles and their links.
This is what is known in the industry as ‘clickbait’.
Clickbait is anything that has been designed specifically to get clicked on and read and to get attention. And normally this type of content is very successful.
How does it work?
Often by using titles that sound very exciting, that promise amazing things, that look controversial or that somehow spark curiosity.
A good example of how you might spark curiosity is with this simple tweak to the normal ‘list article’ format:
Ten Unbelievable Ways to Lose Weight… Number 3 Changed My Life!
This works because it makes the reader stop and think about number three: what is it that changed this person’s life? We also want to know what would make a weight loss method ‘unbelievable’.
That then makes the person really want to click.
This works much more that the very standard:
Ten Ways to Lose Weight Fast
Because quite frankly, we’ve seen that title hundreds of times and it just doesn’t sound interesting or fresh any more. Unfortunately, clickbait is very often just spam and when we do click on it, we often find that what’s on the other side really doesn’t deliver on what was promised.
As such, people are quickly becoming desensitized to this kind of content too.
And so that’s not what I’m telling you to do.
Instead, what I’m telling you to do is to think about why this works and how
you can adopt it.
And the answer is that two things make this approach work:
• It’s different
• It’s interesting
So make this your barometer when posting any kind of content: is it different and is it interesting?
More importantly still, would you click on it if you saw it?
Then just make sure that your content really delivers on that promise: whether it’s breaking news, a write up of a ground breaking scientific study, or some unique perspective on a subject that people find fascinating.
This is another example of why it pays to be different, unique and interesting and to be yourself. That way, your titles will naturally be clickbait without you having to get spammy about it!
Do all the above and you will have the very best shot of getting heard, boosting your personal brand and standing out from the crowd.
Of course global stardom doesn’t come overnight though, so keep at it and stay vigilant.
If you love what you do and if you’re truly passionate about your industry, then you’ll eventually be successful.
Ari Tumijo is a freelance digital marketer and affiliate marketer, and was previously a full-time Brand Consulting Practice Executive as well as Head of its Digital Strategies with Rayan Daniyal Consulting (RDC) brand practice. He possesses 5 years of digital marketing experience and this website is the result of his continuous seeking and sharing of knowledge. With RDC, he was responsible for developing the solutions for clients seeking to improve their digital presence and brand equity in the social media space. In addition to account servicing role, Ari was also involved in business development for Brand Capital, a subsidiary brand of RDC. He has a Diploma in Mechatronics Engineering and spent his early career years in F&B Management and Semi-conductor industry.