The Power of Authenticity in Small Business Social Media

Published on April 15, 2025, at  2:54 p.m.
by Katie Black.

In today’s fast-paced digital world, brands everywhere are navigating new ways to connect with audiences. Traditional public relations tactics like press releases and media coverage do still matter, but many of today’s biggest PR wins are being made on social media.

Businesses are leaning into more relatable and genuine content that supports their image. It’s no longer just about selling a product; it’s about creating a connection.

For local businesses, social media has become an essential tool for visibility and growth. However, with limited resources and little formal PR or social media training, many business owners are left to figure it out as they go. Some hire social media managers, while others take a hands-on approach, teaching themselves the ropes in between managing the day-to-day digital operations.

Still, there’s more to success than just knowing how to make a reel or post a story. The real key? Authenticity. The most impactful brands are the ones that show up honestly, stay true to their values and communicate with heart. That’s what builds trust, and that’s what keeps people coming back.

“Authenticity is priceless,” Jessica Rowlands, social media specialist at Eat’n Park Hospitality Group, said. “My top priority is always staying true to Eat’n Park’s authentic brand voice, even if that means passing on a viral trend.”

That decision isn’t always easy, especially when hopping on trends seems like the fastest and easiest way to boost engagement.

“Eat’n Park has always valued community connection and delivering a fun, family-friendly experience,” Rowlands continued. “If a trend doesn’t reflect those values, it’s a clear decision to forego it.”

Just because something is trending doesn’t mean it’s right for a brand. According to a 2025 blog from Snaptech Marketing, “Consumers are becoming more discerning, especially when it comes to brand transparency.” Jumping on trends that do not reflect a brand’s core identity can cause confusion and do more harm than good. The brands that excel are the ones that stay true to their brand values and create authentic connections, both consistently and confidently.

Being authentic is especially beneficial for brands with distinct voices or niche audiences. For example, Sarah Winchell, digital marketing specialist for Doggie’s Pub at Penn State University, shared how intentional content has been key to the bar’s rapid growth.

“We as a team have reached 10,000 followers in six months and have gained incredible insights into our target demographic of college students,” Winchell said. “So many people here use social media to check daily specials or look at photos that we took of them!”

Doggie Pub’s content strategy is tailored to the social habits of its audience. Winchell noted that each post regularly reaches over 300 users, and the team has seen a noticeable increase in foot traffic, especially on weekends. It’s not just about posting; it’s about posting the type of content their audience wants to see.

This same energy is what transformed the viral phenomenon The Nitro Bar. From making under $100 a day to generating nearly $5 million in sales last year, The Nitro Bar has mastered social media for brand growth. Their TikTok following of nearly 500,000 didn’t come from perfect lighting or overproduced content. Instead, it came from being real.

According to an article from Brown Daily Herald, owner Audrey Finocchiaro focuses on “showing up authentically,” posting the kind of content she herself would enjoy. That simple approach — sharing funny, genuine and behind-the-scenes content — helped the business not only grow a loyal following but also inspire other business owners. The Nitro Bar now posts marketing and social media tips to help other small businesses find their own voice.

So how can a small business figure out what feels right for them?

Once a business embraces the importance of authenticity, the next step is defining what that looks like in action. The fear of content flopping or not resonating is real, but the key is to find out what content reflects their voice, values and audience needs.

“Competitor research and benchmarking are great places to start,” Rowlands said. “Draw inspiration from others with strong social followings, but always bring it back to your brand identity. There’s no one-size-fits-all, but your voice should always shine through.”

She emphasized that testing different types of content and tracking performance can help businesses adapt and refine their approach over time.

“Consistency is crucial,” Rowlands continued. “When you show up regularly and engage with your audience, you build trust – and that’s the foundation of any strong brand.”

And even if a brand is starting from square one, it is never too late to jump in.

“Start!” Winchell advised. “It’s so important in the digital world that we live in. Keep posting daily. It’s very easy to begin, and one post can genuinely change your business for the better.”

In fact, social media success doesn’t require a massive budget or a polished team. It requires an authentic connection to the brand’s audience, and whether the business is a college bar, a coffee shop or a family restaurant, the power of showing up authentically can’t be overstated.