The Performance Paradox
We’ve all been there – that moment when someone says “you’re on camera” and suddenly we transform. I recently witnessed this exact scenario. The natural, relaxed demeanor instantly switched to exaggerated smiles and waves when the recording began. “Big smiles. Wave, Lonnie,” followed by “Wave like you mean it, man.”
This small interaction perfectly captures what’s happening across digital platforms. People aren’t showing up as themselves – they’re performing versions of themselves they think others want to see.
The problem? Audiences can sense this inauthenticity immediately. After working with hundreds of brands at Hawke Media, I’ve found that the most successful ones don’t “turn it on” for the camera — they simply amplify who they already are.
View this post on Instagram
Why Authenticity Matters in Business
In marketing, we often talk about authenticity as a buzzword, but there are tangible business reasons why it matters:
- Trust is the foundation of any business relationship, and forced enthusiasm erodes trust
- Consistent identity builds stronger brand recognition
- Authentic engagement leads to higher conversion rates
- Real connections create loyal customers rather than one-time buyers
- Genuine content performs better across algorithms that prioritize engagement
When I built and sold my first company, Swag of the Month, I learned that customers weren’t just buying products – they were buying into the people behind the brand. The same principle applied when I grew Ellie.com to a million dollars in sales in just four months.
Finding Your Natural Presence
So, how do we move beyond the “wave like you mean it” mentality? For business leaders and entrepreneurs, I recommend a few approaches:
- Practice being on camera until it feels natural, not performative
- Focus on providing value rather than performing
- Speak as you would in a one-on-one conversation
- Embrace imperfection – it’s more relatable than polished perfection
- Ask trusted colleagues for feedback on when you seem most authentic
The goal isn’t to eliminate enthusiasm but to ensure it comes from a genuine place. Your audience deserves the real you, not a heightened performance of what you think they want.
The Future of Digital Presence
As we move further into an era where digital presence is inseparable from business success, authenticity will become increasingly valuable. I predict we’ll see a shift away from overly produced content toward more genuine interactions.
The most successful entrepreneurs won’t be those with the biggest smiles or most enthusiastic waves when the camera turns on. They’ll be the ones who consistently bring value and show up as themselves, regardless of whether they’re being recorded.
Next time you find yourself in front of a camera or creating content for your business, resist the urge to “wave like you mean it.” Instead, focus on bringing your natural energy and expertise to the table. Your audience will thank you for it — and your business results will reflect the difference.
Frequently Asked Questions
Q: How can I tell if I’m being authentic in my business communications?
A good test is to ask whether you communicate differently when “on the record” versus in casual conversations about your business. If there is a significant difference in your tone, enthusiasm, or messaging, you may be falling into the performance trap. Authentic communication feels consistent across contexts.
Q: Does authenticity mean I should never be enthusiastic on camera?
Not at all! The issue isn’t enthusiasm itself, but rather forced enthusiasm that doesn’t align with your natural demeanor. If you’re naturally energetic, bring that energy to the table. If you’re more reserved, that’s your authentic style. The key is consistency and being true to your actual personality rather than putting on a show.
Q: Can being too authentic hurt my brand image?
There’s a difference between authenticity and oversharing or being unprofessional. Authenticity means being genuine within the context of your business and values. It doesn’t mean sharing everything or ignoring the norms of your industry. Find the balance between being real and maintaining appropriate boundaries.
Q: How do I help my team members be more authentic in their communications?
Create a culture where people feel safe being themselves. Provide constructive feedback on content that feels forced or inauthentic. Consider communication training that focuses on genuine connection rather than performance. Most importantly, model authenticity for yourself, as a leader.
Q: Is authenticity more important for certain types of businesses?
While authenticity benefits all businesses, it’s particularly crucial for brands that rely heavily on personal connection, such as service providers, coaches, consultants, and direct-to-consumer brands. However, even B2B companies find that authentic communication builds stronger relationships and trust with clients and partners.
