Balancing authenticity with professionalism on social media can be a tricky dance, but it’s one that many have mastered. According to a Head of Digital Marketing, embracing user-generated content can be a game-changer. On the other hand, a manager suggests adding personality to professional posts for a more engaging brand presence. In this article, discover 21 expert insights on how to maintain a consistent brand voice while also showcasing personality.
- Embrace User-Generated Content
- Engage With Trending Topics
- Use Storytelling to Connect
- Balance Humor and Seriousness
- Share Real Stories
- Acknowledge Feedback Publicly
- Highlight Team Efforts
- Showcase Team Personalities
- Align Personal Shares With Brand
- Mix Content Types
- Use Insight-Driven Storytelling
- Share Personal Anecdotes
- Blend Real Stories and Professionalism
- Share Behind-the-Scenes Moments
- Maintain Consistent Brand Voice
- Leverage User-Generated Content
- Define Clear Brand Voice
- Tailor Tone to Each Platform
- Share Genuine Experiences
- Add Personality to Professional Posts
- Show Real Moments and Lessons
How to Balance Authenticity and Professionalism on Social Media
Embrace User-Generated Content
We balance authenticity and professionalism on social media by embracing the “anti-design” trend. We incorporate raw, unedited user-generated content to showcase our brand’s human side and foster a more relatable image.
For example, we repost customer tags and photos (when appropriate) to encourage engagement and demonstrate that we value our community’s contributions. While these images may not always fit seamlessly with our curated aesthetic, they offer an authentic glimpse into how real people interact with our brand.
To maintain a consistent brand voice, we establish clear guidelines for tone, messaging, and visual elements, even when sharing user-generated content. We balance relatability and professionalism by strategically leveraging authentic content, experimenting with unconventional layouts, and infusing personality into our interactions.
Embracing authenticity in our social media presence ultimately humanizes our brand, creating deeper, more meaningful connections with our audience.
Oleh Sorokopud
Head of Digital Marketing, Softjourn
Engage With Trending Topics
The modern social media landscape has become increasingly polarized to the point where managing a professional account online can encounter myriad challenges.
As a marketing agency, building a social media presence is core to the company’s success, and because of this, our brand personality is incorporated into our house styles. This means that the management of our social media accounts will be undertaken by in-house employees who are aware of our target audience, tone, and engagement strategy.
Trending topics and breaking stories are a great way for companies to demonstrate authenticity online because they can allow engaging deviations from traditional branding. By maintaining a politically neutral, light-hearted approach to these topics, businesses have the potential to succeed in demonstrating a level of authenticity to users.
Additionally, authenticity can be achieved through user-generated content (UGC), which empowers customers and clients to build engagement and share multimedia messages that can be repurposed by the business. This helps to drive a value-focused approach that can form social proof for other users.
Dmytro Spilka
CEO and Founder, Solvid
Use Storytelling to Connect
There has to be a fine line between showcasing personality and keeping a consistent brand voice on social media. Since it helps our viewers develop real relationships, I think sincerity is very important. To keep credibility and confidence, however, professionalism is also crucial.
Storytelling comes first in order to achieve this balance. Rather than just advertising our products or services, we provide audience-relevant behind-the-scenes glimpses and personal experiences. For a recent product release, for example, I related a personal narrative about how the concept developed. This not only humanized our brand but also strengthened our will for creativity.
Remember, consistency is very important. Create a brand language that speaks to your target market and captures your ideals. Whether it’s funny, educational, or inspirational, keep your tone constant across all media. The key to a thriving online community is maintaining an air of professionalism while being genuine with your audience.
Rohit Vedantwar
Co-Founder & SEO Expert, Supramind.com
Balance Humor and Seriousness
Sometimes, social media may be seen as a silly distraction from daily life, so approaching it as a business could be tricky. But at the same time, social media has such power and influence that as a developing business, you cannot risk not dipping into it. Therefore, you need to show the true and perfect balance between social media’s care-free spirit and the professionalism that a brand always needs to have. It might not be easy, but it is also not impossible, as all you have to do is evaluate all the assets and skills that you have at your disposal and use them in the best way possible.
First of all, you need to work on the brand image and voice, finding the perfect balance between seriousness and humor, so that a personality can be showcased without losing the trust of the audience. Secondly, you must know your audience like the back of your hand and understand what they want to see and experience from your business; the spark that might get their attention.
The true secret to keeping this balance is to juggle authenticity and professionalism: you cannot lose sight of your brand voice and identity if you showcase it truly on your platforms. You need to find the perfect in-between space of being approachable, care-free and enjoyable, but also authoritative and professional.
Giacomo Piva
Travel Industry Analyst & Cofounder, Radical Storage
Striking the right balance between authenticity and professionalism on social media is like walking a tightrope. Your audience wants to see the genuine side of you, not a corporate robot, yet maintaining a professional tone is crucial. One effective way to achieve this harmony is storytelling. Sharing real stories from your journey—whether they involve successes, challenges, or funny moments from your workday—adds a personal touch while reinforcing your expertise and values. For instance, sharing a lesson learned from a project that didn’t go as planned can resonate with your audience, presenting you as relatable and transparent.
Jargon often creates barriers, making your content feel distant or difficult to understand. Communicating in clear, simple terms ensures your message is not only received but appreciated. Imagine explaining industry concepts as if you’re talking to a friend over coffee. This approach fosters a genuine connection and invites interaction from followers who might shy away from formal speak. If you’re discussing a complex SEO topic, break it down into everyday language and use analogies. It’s like saying, “Think of SEO as planting seeds. With the right care, your online presence grows, just like a garden.”
Using a framework like the “5 E’s of Social Media Content” can help maintain your voice while adding personality: Educate, Entertain, Engage, Empathize, and Empower. Rotate through these themes in your posts to keep content fresh and dynamic. When sharing tips on digital marketing, educate your followers with straightforward advice, entertain with an engaging anecdote, and empower them by encouraging questions. Remember, the trick lies in how each piece of content not only informs but also reveals a bit about who you are as a professional and as a person.
Casey Meraz
CEO, Juris Digital
Acknowledge Feedback Publicly
Balancing authenticity with professionalism on social media is a fine art. Authenticity humanizes a brand, making it relatable, while professionalism maintains trust and credibility. A consistent brand voice can be achieved by developing a style guide that outlines preferred tone, language, and responses for the brand. This ensures uniformity across posts while allowing room for personal expression. For instance, we might use a friendly, inviting tone that’s informed but not overly technical. This approach keeps followers engaged, knowing they’re interacting with real people who also share valuable insights.
Acknowledging feedback publicly is a dynamic way to showcase authenticity and professionalism. If a user highlights a feature that could improve, our response would involve thanking them earnestly, addressing their concern, and explaining any updates or adjustments we’re considering. This openness not only reflects our commitment to user satisfaction but also encourages an ongoing dialogue. Followers appreciate seeing their input valued, reinforcing a community feel while still communicating with professionalism.
To maintain this balance effectively, consider using the “Four R’s” framework: Review, Respond, Reflect, and React. Review incoming messages or feedback carefully to understand the context. Respond swiftly and kindly, appreciating the effort behind the feedback. Reflect on how the feedback aligns with your brand’s goals, and React by making necessary adjustments. This process not only preserves professional standards but also ensures genuine engagement, crafting a social media presence that is both authentic and authoritative.
Will Yang
Head of Growth & Marketing, Instrumentl
Highlight Team Efforts
We balance authenticity with professionalism on social media by focusing on transparency and a conversational tone that reflects who we are. We keep the content informative and useful, but also let our personality come through, especially in captions or comments. For example, when we post about a new project or milestone, we might highlight the hard work or creative thinking that went into it, using a light, engaging tone.
One recent post showed the team in action during a brainstorming session, capturing the energy and collaboration that went into solving a challenging problem. The caption shared a bit about our process in a relatable way, keeping it professional but with a human touch. This approach lets our audience see both our expertise and our team’s personality, helping us connect on a more genuine level while staying true to our brand voice.
Patrick Deja
CEO & Founder, Codi.pro
Showcase Team Personalities
We believe that authenticity and professionalism aren’t mutually exclusive. In fact, they complement each other beautifully on social media. We strive to be approachable and genuine while maintaining a consistent brand voice that reflects our core values: creativity, expertise, and a passion for design.
One way we achieve this balance is by showcasing the personalities of our team members. We encourage them to share their insights, experiences, and even a bit of humor on our social media channels. For example, we recently ran a “Day-in-the-Life” series where different team members took over our Instagram stories, giving followers a glimpse into their daily routines and work styles. This not only humanized our brand but also highlighted the diverse talents within our team. It’s all about letting our true colors shine through while staying true to our professional identity.
David Abraham
CEO, Bluesoft Design
We want to make sure that what we share on social media applies to our brand. We can share things personally that have to do with our brand, but overall, we want to make sure it is ultimately building your voice and image you are working to create-up!
Jacinta Gandy
Brand and Website Designer, The Social Circle
Mix Content Types
The solution lies in a clever mix of content types and a thorough understanding of your audience.
A professional brand voice is essential. We regularly publish market intelligence, such as recent celebrity-endorsement trends or analytical charts on social media engagement rates. This makes us a thought leader in the industry, and it also reflects our dedication to providing quality content to our clients.
But social media is a personality business, and that’s why we also sprinkle in some personal stories and behind-the-scenes content. We recently marked an important milestone anniversary, for example, by sharing a funny team photo—in our PJs! Although keeping the tone professional, this post displayed our company culture and was well received by our followers, many of whom commented on the positive work culture it implied.
The important thing is to understand your audience. We don’t resort to dry jokes or irrelevant stories. Our personal narratives are adapted to the interests of marketing executives and brand managers. For instance, a comical story about wrangling an ambiguous celebrity deal can appeal to our readers while remaining appropriate for professional settings.
This blend of content keeps our social media feeds fresh and builds real relationships with our audience. We position ourselves as a trusted professional resource with a relatable personality—a great recipe for brand loyalty and new business acquisition in the world of celebrity partnerships.
Carmen Mendoza
Account Executive, Booking Agent Info
Use Insight-Driven Storytelling
Showcasing authenticity while maintaining professionalism on social media can be a creative journey. Sharing “day-in-the-life” content is powerful, but it’s essential to focus on elements that resonate with your audience and reflect your professional values. Imagine sharing a story that takes followers through the key aspects of a typical day, not just listing tasks but showing the passion behind them. This could involve short clips or visuals illustrating the thought process behind strategic decisions at work. Maybe include a quick, raw conversation with a team member discussing an innovative project. This approach offers insight into your work ethic and values, making your brand voice more relatable without losing its professional edge.
A framework that ensures consistency in brand voice while showcasing personality is the “5-3-2 Rule” for social media posts. Out of every ten posts, aim for five to be content from others that aligns with your brand, three to be original creations that mirror your personal insights and humor, and two to be personal updates that reveal the human aspect of your professional life. Applying this rule helps in maintaining an authentic voice while consistently emphasizing professionalism. It also encourages engagement and fosters a connection with your audience, as they get a glimpse of your world and the values driving your work.
Chris Roy
Product and Marketing Director, Reclaim247
Authenticity and professionalism on social media aren’t at odds-they’re partners in building a brand people trust. One of the most effective strategies I’ve used is insight-driven storytelling. When helping C-Suite Executives transition from private to public thought leadership, for example, the goal is to frame their brand story through a mix of market insights and personal moments that resonate with their values. This means showcasing both the high-level, strategic takeaways and humanizing their brand that makes their journey real.
To maintain a consistent yet engaging brand voice, I use a three-part strategy: first, identify core values that reflect both the brand and the individual; second, ensure content is story-driven, adding layers that showcase both expertise and relatability; and third, focus on insight-driven content that’s highly shareable but also encourages a deeper conversation. This approach doesn’t just position leaders as industry experts-it makes them accessible, trusted voices in their field/brand. Ultimately, authenticity is about making people feel like they’re learning from a real person, not a polished PR statement.
James Oyugi Amram
Social Media Manager, Reactionpower
Blend Real Stories and Professionalism
Balancing authenticity with professionalism on social media is about being true to who you are while respecting the trust your audience places in you. For me, it’s crucial to maintain an approachable, compassionate voice that still reflects my expertise. I want people to know that I understand their struggles personally and can also guide them with the depth of my professional experience.
One way I do this is by sharing personal anecdotes that are relatable but carefully chosen. For example, I might talk about the challenges I faced with my own aging parents—the moments of uncertainty or emotional strain that so many of us experience. Sharing these stories helps my audience see me not just as an expert but as someone who’s walked a similar path. It’s about showing vulnerability but within boundaries that keep the focus on helping others rather than making it all about me.
At the same time, I make sure that my content is anchored in evidence-based information. For instance, when I share tips about managing caregiver stress, I’ll often include light humor or a comforting anecdote, but I always back it up with practical, professional advice that my audience can trust.
To maintain a consistent brand voice, I weave my personality—empathy, humor, and warmth—into my content while ensuring that everything I share reflects my knowledge and commitment to supporting others. It’s a balance between being “real” and being the steady guide my audience needs.
Barbara Sparacino, MD, FAPA
Physician, The Aging Parent Coach, LLC
We stay true to our values while delivering polished, high-quality content. For example, when sharing client success stories, we highlight their journeys and personal achievements, showcasing their personalities and challenges. We can then maintain a consistent and professional brand voice that resonates with our audience while being genuine and relatable. Blending real, heartfelt stories with our commitment to excellence, we create an engaging and trustworthy social media presence that inspires and supports female entrepreneurs.
Kristin Marquet
Founder & Creative Director, Marquet Media
Maintain Consistent Brand Voice
Balancing authenticity with professionalism on social media is about sharing the genuine, often unfiltered, moments of our journey while staying aligned with our brand’s values. For my co-founder and me, LinkedIn has become a key platform where we regularly post personal stories, challenges, and milestones, which lets us connect with our audience in a more meaningful way. By sharing these authentic experiences, we’re able to build a relatable founder brand that goes beyond the polished corporate image.
For example, we often post about the behind-the-scenes aspects of running our online visa marketplace—the highs, the lows, and the realities that are usually hidden. Recently, my co-founder shared a story about our early struggles with funding, long hours, and moments of doubt. This post resonated deeply with our audience, especially with other entrepreneurs and professionals, as they could see the real, human side of our journey. It’s these honest reflections on our wins and our mistakes that help others feel like they’re part of the journey and understand the “why” behind our business.
Sharing these stories not only provides value through lessons learned but also helps our audience connect with us as individuals, not just as the faces of a brand. It humanizes our business, builds trust, and helps our followers see the passion and commitment driving us forward.
At the same time, we ensure that our content maintains professionalism by aligning it with our brand’s core values and messaging. Our tone remains consistent—open, supportive, and driven by purpose. Even when we share personal stories, we’re careful to frame them in a way that offers value to our audience, whether that’s a lesson, a moment of inspiration, or an insight. This balance helps our followers see not just the personalities behind the brand, but also the values that shape our business.
In essence, this approach allows us to create a unique brand presence that’s both authentic and professional. By staying true to ourselves and sharing real aspects of our journey, we build a founder brand that’s engaging and relatable, enhancing our connection with our audience and strengthening their loyalty to both us and our company.
Abbas Abidi
Co-Founder, LeSo
Leverage User-Generated Content
Balancing authenticity with professionalism on social media is a nuanced art that we are constantly trying to perfect. Our journey so far has taught us that our audience values genuine interactions but also appreciates our authority in the field, so we strive to maintain a consistent brand voice that reflects our core values and knowledge while showcasing our unique personality and closeness to users through the types of content we share. This approach has helped us build a loyal community that trusts and engages with our brand on a deeper level.
One of the key strategies we’ve employed to promote authenticity is leveraging user-generated content (UGC). By encouraging our customers to share their experiences with our products, we not only amplify their voices but also show our creams being used in real-world settings on real skin.
For instance, when a customer posts a photo using our product and tags us, we make it a point to feature them on our page, thanking them for choosing us and offering support and advice. This not only shows appreciation but also adds a layer of relatability and trustworthiness to our brand. Of course, we curate these posts to ensure they align with our brand aesthetics and messaging, maintaining professionalism while celebrating our community’s creativity.
In fact, when it comes to maintaining a consistent brand voice, we have developed a set of guidelines that reflect our brand’s tone and style. These guidelines serve as a foundation for all our social media interactions, ensuring that every post, comment, or story aligns with our brand identity.
However, we also allow room for spontaneity and personality. For example, during a recent product launch, we shared behind-the-scenes stories and candid moments from our team, giving our audience a glimpse into our brand’s human side. This blend of structured professionalism and authentic storytelling has been instrumental in creating a brand presence that resonates with our audience.
Sarah Vilenskiy
Founder & CEO, Blossom Essentials
Define Clear Brand Voice
In today’s social media landscape, finding the balance between authenticity and professionalism is essential for brands. A strong brand voice that feels genuine yet professional can build trust, engagement, and a loyal following. Here’s how to strike this balance effectively:
Start by defining a clear brand voice that reflects your company’s values and speaks to your target audience. This voice should stay consistent across all platforms and communications. For example, Spotify’s voice is funny, direct, and concise, helping them connect with customers in a casual, friendly way while still maintaining their professionalism as a global music-streaming leader.
Using humor thoughtfully can also help show personality and build a relatable presence. Mailchimp, for instance, uses light-hearted, informal language, but they’re careful to keep jokes natural and authentic rather than forced. This approach allows them to stay professional while forming a personal connection with their audience.
Humanizing your brand is another powerful way to boost authenticity and build trust. Innocent Drinks does this well, using humor, commenting on current events, and sharing relatable content that keeps their brand approachable. They combine this with high-quality products and meaningful audience interactions, maintaining professionalism while remaining engaging.
Each social platform has its own vibe, so while maintaining your brand voice, slightly adjust your tone to fit each one. LinkedIn may call for a more formal tone, while Instagram or Twitter might invite a lighter, more casual approach. Coca-Cola illustrates this well, keeping its voice positive and friendly across all platforms but tailoring its message and tone for each audience.
Finally, showcasing your brand’s core values helps strengthen your authentic voice. Patagonia is a prime example, consistently highlighting its commitment to environmental sustainability in a way that reinforces both its professional image and genuine dedication to its mission.
Jay Yue
Growth, Wanderboat
Tailor Tone to Each Platform
Balancing authenticity with professionalism on social media is all about finding the sweet spot between relatable and reliable. I think of it as showing the human side of the brand without losing credibility. One way I maintain this balance is by using a conversational tone that feels approachable but always keeping it in line with the brand’s values and purpose.
It also depends a lot on the platform. For example, on LinkedIn, we maintain a more formal tone to reflect our industry expertise, focusing on clear, concise communication. We still add a touch of personality by sharing team achievements and success stories (and cherry-pick fun videos reposted from our Instagram/TikTok where appropriate), often with a human touch that makes us feel relatable without compromising professionalism.
On Instagram and TikTok, we lean into the fun side of visual storytelling with casual, engaging captions that give a peek into our team culture. One fan-favorite content series is our monthly social event highlights. We capture the good vibes with candid photos and Reels that show our team enjoying everything from coffee catch-ups to team-building challenges. We keep the captions light and playful, sprinkling in emojis and a touch of humor while tying it all back to what makes our culture unique—teamwork, creativity, and a love for what we do. It’s the perfect way to share our personality while still keeping things professional!
The key takeaway? Tailor the tone and content to the platform’s audience while keeping your brand’s core values at the center. Be genuine and relatable, but always circle back to the core message and values of the brand.
Annie Shou
Senior Communications Manager, Orange Line
Balancing authenticity with professionalism on social media is not always easy—you want to be true to yourself and your brand without crossing lines that could alienate your audience. Here’s how I manage it:
Know the voice and tone of your brand—whether it’s friendly, informative, cheeky, or authoritative. This is crucial. This helps ensure all content aligns with how you want your brand perceived.
Share genuine experiences and thoughts relevant to your brand, but filter out anything that doesn’t serve a professional purpose. For instance, sharing behind-the-scenes content can humanize your brand, but always keep it polished enough to maintain a professional image.
Whether it’s a post, reply, or story, I make sure the language, style, and visuals remain consistent. If my brand voice is casual and approachable, I keep that tone across all interactions without slipping into informality that might seem unprofessional.
In my social media posts, I often share personal anecdotes that relate to business challenges or successes. This could be something like, “Just spilled coffee all over my new white shirt on my way to a client meeting—Monday mood!” followed by a tip about staying positive in the face of minor setbacks. This shows my personality (hey, I’m human too!), but ties it back to a professional lesson, maintaining that blend of relatability and professionalism.
The trick is always to think about your audience—what will resonate with them while still staying true to your brand’s core values and professional standards.
Lisa Marie Einarson
Digital Marketer, Simple Desk Solutions
Add Personality to Professional Posts
Balancing authenticity and professionalism on social media is all about being real while still showing we know our stuff. We do this by keeping our content true to who we are as experts but also adding a little personality along the way.
How we keep it real:
- Consistent brand voice: We always stay true to our mission—helping businesses grow through smart digital marketing. Our posts are clear and professional, but never too stiff. We want to sound knowledgeable, but also approachable.
- Adding personality: We make it personal by sharing behind-the-scenes moments, celebrating wins with our clients, and jumping into conversations that matter to our audience.
On LinkedIn, we might post about a recent SEO win: “We’re excited to share that our latest SEO project with Pinto Ranch more than doubled their organic traffic! :tada:”
Then we’d add a bit more personality: “Watching those numbers climb never gets old. Shoutout to our amazing team for crushing it again!”
This way, we keep things professional but fun, making sure we’re connecting with our audience while still showing off our skills!
Kristien Matelski
Manager, Content/PR, Vizion
Show Real Moments and Lessons
People value authenticity while also respecting professionalism. People long for more than just the highlights—they long for the depth of the story that lies below. Embodying authenticity, to me, means showing real moments and imparting valuable lessons, not only highlighting the wins. It’s simply about being truthful without oversharing.
Being authentic, in my opinion, revolves around establishing connections with others. They aren’t searching for flawlessly curated posts; they would rather experience the entire journey. So, I enjoy sharing significant moments—challenges, valuable lessons, and the determination that lies behind the glamor.
However, remaining authentic does not mean neglecting professionalism. Maintaining professionalism is crucial, alongside honesty. Each post not only mirrors my own image but also represents my brand and team. My aim is for every post to offer value, build trust, and enhance the narrative—all without excessive filtering.
Social media is more than just commemorating achievements; it involves interacting with people who resonate with our vision at The New Workforce. Trust is cemented through authenticity and conducting oneself with professionalism. I will keep sharing the highs, lows, and everything in between because being authentic is essential.
Kraig Kleeman
CEO, The New Workforce
