The Power of Authenticity: How to Share Real Stories That Build Trust

In a world where perfectly curated feeds once ruled Instagram, audiences are now craving something different: authenticity. They want brands that are transparent, relatable, and real—brands they can trust. Sharing authentic stories is no longer a “nice-to-have”; it’s the foundation of building meaningful connections and loyalty.

But how do you strike the balance between being authentic and staying professional? And how can you share your story in a way that feels genuine, not forced? In this blog post, we’ll explore the power of authenticity on Instagram, why it matters, and share practical tips (with real-life examples) to help you build trust with your audience.

Why Authenticity Matters on Instagram

Authenticity is what makes your brand human. It’s what turns casual followers into engaged fans and customers into advocates. Here’s why it matters:

1. Builds Trust: People trust brands that are honest about their values, challenges, and successes.

2. Creates Connection: Sharing real stories fosters an emotional bond with your audience.

3. Cuts Through the Noise: In a sea of polished content, authenticity helps you stand out.

In short, being real helps you build relationships—not just transactions.

1. Be Transparent About Your Journey

Every brand has a story, and people want to know yours. Whether it’s your humble beginnings, the challenges you’ve faced, or the lessons you’ve learned, sharing your journey makes your brand relatable and human.

Tips for Transparency:

• Share the “why” behind your brand—what inspired you to start and what keeps you going.

• Talk about challenges you’ve overcome, whether it’s a tough decision, a product flop, or a business pivot.

• Celebrate milestones, big and small, with gratitude and honesty.

Example: Glossier

Glossier often shares its founder Emily Weiss’s journey of creating the brand from a beauty blog (Into the Gloss) to a global powerhouse. By being transparent about starting small and staying true to her vision, Glossier has built a loyal, relatable community.

Try This:

Post a carousel with key moments from your brand’s journey, from your first product launch to where you are now. Caption it with a heartfelt reflection on how far you’ve come.

2. Showcase Real People

People connect with people—not logos or products. Highlighting the people behind your brand, as well as your customers, makes your content more relatable and trustworthy.

Tips for Showcasing Real People:

• Introduce your team with “meet the team” posts or behind-the-scenes Stories.

• Share user-generated content (UGC) that features your customers’ experiences.

• Highlight personal stories from your founders or employees.

Example: Airbnb

Airbnb’s Instagram is filled with user-generated content, featuring real travelers staying in unique properties around the world. By sharing these authentic experiences, Airbnb builds trust and inspires potential customers to imagine themselves in those moments.

Try This:

Ask your customers to share their stories using your product or service. Repost their content (with permission!) to highlight how your brand impacts real lives.

3. Show Vulnerability

It can be scary to show the less-than-perfect side of your brand, but vulnerability is often what creates the strongest connections. When you’re honest about mistakes, struggles, or even doubts, your audience sees you as genuine and relatable.

Tips for Showing Vulnerability:

• Share lessons learned from setbacks or failures.

• Talk openly about areas where you’re trying to improve, such as sustainability or diversity efforts.

• Use captions that speak from the heart, not a script.

Example: Patagonia

Patagonia isn’t afraid to acknowledge its environmental impact and the work it still needs to do. This vulnerability, paired with their commitment to sustainability, has strengthened their credibility and loyalty among customers.

Try This:

Post a Story or Reel explaining a challenge you’ve faced and how you’re working to overcome it. End with an invitation for feedback or ideas from your audience.

4. Engage in Two-Way Conversations

Authenticity isn’t just about what you post—it’s about how you interact with your audience. Listening to your followers, responding to comments, and engaging in meaningful conversations builds trust and shows that you value their input.

Tips for Engagement:

• Respond to every comment and DM in a thoughtful, personal way.

• Use Instagram Stories’ interactive features (polls, Q&A, sliders) to invite audience participation.

• Ask for feedback on products, content ideas, or even business decisions.

Example: Starbucks

Starbucks frequently asks its followers for input on seasonal drinks, limited-edition merch, and more. By involving their community in decision-making, they make customers feel like valued insiders.

Try This:

Run a poll in your Stories asking for input on an upcoming product or campaign. Share the results and show how you’re incorporating audience feedback.

5. Stay Consistent with Your Values

Authenticity isn’t just about what you say—it’s about what you do. Staying true to your brand’s values, even when it’s inconvenient or challenging, is one of the best ways to build trust.

Tips for Staying Consistent:

• Share examples of how your brand lives out its values.

• Support causes that align with your mission and show tangible actions you’re taking.

• Be honest about what you’re working on and the progress you’re making.

Example: TOMS

TOMS built its brand on the “One for One” giving model, where each purchase helps someone in need. Their consistent focus on giving back has become a core part of their identity and fosters trust among their audience.

Try This:

Post a Story or carousel highlighting your recent initiatives that align with your brand’s mission, whether it’s supporting a local cause or making eco-friendly changes.

Final Thoughts: Authenticity Is Your Superpower

In today’s crowded digital space, authenticity is what makes your brand stand out. By sharing real stories, showing vulnerability, and staying true to your values, you can create a brand that feels human, relatable, and worth trusting.

Now it’s your turn! How does your brand show authenticity on Instagram? Share your favorite example in the comments or tag us in your next post—we’d love to see your story in action!