The power of authentic and simple advertising on Instagram

Authored by Shiraz Khan, Founder and Director, Spicetree Design Agency.

In the era of social media dominance, businesses constantly seek ways to stand out and engage with their audience effectively. Among the myriad available platforms, Instagram has undoubtedly emerged as a frontrunner for businesses looking to connect with consumers directly via visual mediums. It’s been noticed that what a 20-30-second reel has done for brands is something long ads or catalogs could never do. However, what content strategy is yielding the best results for brands these days? Based on the current observations, the answer is authentic and simple.

Authenticity has become the currency of connection, which consumers are looking for. In an age where consumers crave genuine connections with brands, authenticity has become the currency of trust. Authentic advertising involves showcasing the true essence of a brand, its values, and its personality. This approach resonates deeply with modern consumers who value transparency and authenticity from the companies they engage with. While involving celebrities and renowned faces in promoting brands will never go out of trend, small businesses focus on using their authenticity to keep the content real and simple. Users are drawn to content that feels genuine and relatable rather than overly curated or promotional. Authentic advertising allows businesses to connect with their audience on a human level, fostering trust and loyalty.

To name a few creators who’ve recently gone viral just for the way they present their products on Instagram, I’d name Jasmeet Kaur, the boutique owner in Delhi, who went viral for saying, “So elegant, so beautiful, just looking like a wow!” for her clothes. Her audio caught up with the audience and celebrities, and Deepika Padukone was seen using the audio in one of her Reels. Similarly, Bhaavesh from Property Transaction Guru is a property dealer famous for saying “Aa jao Dikha dunga,” so much so that brands like Zomato collaborated with him. And the best part about these commoners is that they were not trying to create viral content, but were being authentic while discussing their products. Another such example is the young lad Rahul from Gadgetzone Technologies, who is selling Macbooks, laptops, tablets, and all sorts of electronic gadgets on Instagram and is famous for simply talking about all the features of the product, showing them for confirmation, and quoting the best prices. And it does not stop there.

High.Street.cars is another page where car dealers sell old and new luxury cars for shocking prices, and they are gaining attraction because they are so simple with how they describe the products, which are worth Rs 20 lakh or more. There is no fancy stuff, no pomp and show about it. They show you the car, discuss its features, and quote the price. This is what people are looking for. These creators are not just limited to retail shopping; even wholesalers use real-time content to showcase and sell their products. Shalvie is a wholesale brand selling customized packaging with no minimum order quantity. They sell as many as 100 pieces with logo designs and customized sizes.

These creators have proven that the market for scripted advertisements has saturated, and consumers want the “real deal.” This also includes behind-the-scenes content because it provides a glimpse into the inner workings of a business, adding layers of authenticity. Whether showcasing the production process, introducing team members, or sharing candid moments from the office, adding a human touch to the brand helps forge stronger connections with followers.

Simplicity is helping brands cut through the clutter. In a world of information, simplicity is the breath of fresh air we crave. Simple advertising cuts through the noise, capturing attention and conveying messages clearly and effectively. On social media platforms where users are bombarded with content vying for their attention, simplicity stands out as a powerful tool for driving engagement and memorability. It distills complex ideas or messages into clear and concise visuals or captions. Whether a simple video breaks down complex concepts or a detailed caption discussing frequent issues, simplicity grabs attention in a cluttered feed. Simplicity extends to the user experience beyond the feed.

Streamlining the shopping process, sharing pricing and fabric qualities in live video sessions, showing product usage, simplifying navigation, and providing clear calls to action make it easier for users to engage with the brand and take desired actions, whether it's making a purchase or signing up for a newsletter.

Having said that, branding is not a one-day task but an ongoing activity; hence, consistency in content is the key. One viral reel might get you followers, but holding onto the authenticity makes a brand extraordinary. By embracing authenticity, businesses can connect with their audience on a human level, fostering trust and loyalty. Simplicity, meanwhile, cuts through the clutter, capturing attention and conveying messages clearly and effectively. Authentic and straightforward advertising forms a winning combination that drives engagement builds brand loyalty and drives business growth on Instagram. As businesses continue to navigate the evolving landscape of social media marketing, prioritizing authenticity and simplicity will remain crucial to success on platforms like Instagram.