15 aug 2025
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Toch zoeken consumenten – vooral millennials en Gen Z – meer dan ooit naar merken die niet alleen digitaal aanwezig zijn, maar ook écht en authentiek overkomen. Authentieke marketing vraagt om een open en eerlijke aanpak, waarbij de mensen achter het merk zichtbaar worden. Maar hoe blijf je authentiek in marketing, en waarom is dat juist nu zo belangrijk? 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Inhoudsopgave

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1. Wat is authentieke marketing?
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2. Waarom authentiek zijn belangrijk is
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3. Hoe blijf je als merk authentiek? 6 Slimme strategieën
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4. Conclusie: Houd je doelgroep betrokken met authentieke content
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1. Wat is authentieke marketing?

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Authentieke marketing draait om in hoeverre de boodschap en waarden van een merk echt overeenkomen met wat het merk doet en waar het voor staat. Een authentiek merk is oprecht, consistent en transparant, en dat creëert vertrouwen bij klanten. Authenticiteit gaat verder dan mooie woorden: het betekent dat je als merk ook echt doet wat je zegt, en dat je het unieke verhaal achter je merk laat zien. Zoals het artikel van Frontify uitlegt, verwachten consumenten dat merken echt en transparant zijn en niet alleen een perfect plaatje tonen.

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2. Waarom authentiek zijn belangrijk is

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Consumenten vertrouwen merken steeds minder. Volgens PwC’s 2024 Trust Survey, denkt 90% van de zakelijke leidinggevenden dat klanten hun bedrijven veel vertrouwen, terwijl in werkelijkheid maar 30% van de consumenten dat ook echt doet. Dit komt vooral door de kloof tussen wat merken zeggen en wat ze daadwerkelijk doen. Millennials en Gen Z zijn generaties die gewend zijn aan een overvloed aan informatie. Ze zien snel of iets echt is of niet. Ze hechten waarde aan echtheid en transparantie; ze geven hun loyaliteit en vertrouwen aan merken die écht ergens voor staan. Authentiek zijn, betekent dat je als merk je plek verdient in het leven van je klant – niet alleen als product, maar als partner met impact.

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Empathische content speelt een sleutelrol bij deze authenticiteit. Het laat niet alleen de menselijke kant van je merk zien, maar zorgt er ook voor dat klanten zich echt begrepen voelen. Door empathie en authenticiteit te combineren, bouw je een diepere, emotionele band op met je publiek. En die band is onbetaalbaar.

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3. Hoe blijf je als merk authentiek? 6 Slimme strategieën

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Authentiek blijven is makkelijker gezegd dan gedaan. Dus, hoe doe je dat? Hier zijn zes praktische tips die je meteen kunt gebruiken:

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1. Vertel echte verhalen die raken

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Authenticiteit en storytelling gaan hand in hand. Deel het verhaal van je merk – hoe het begon, welke waarden centraal staan, en wat je wilt bereiken. Kijk naar merken zoals Nike, die klanten de held maken in hun campagnes door inspirerende verhalen over doorzettingsvermogen te delen. Vertel verhalen die jouw merk uniek maken, op een manier die écht binnenkomt.

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2. Geef een kijkje behind-the-scenes

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Een van de meest effectieve manieren om je merk menselijk te maken, is door behind-the-scenes-content te delen. Laat je team zien, film 'a day in the life', deel informele momenten en wees niet bang om fouten te tonen. Klanten waarderen het om te zien dat er echte mensen achter een merk zitten. Deze content maakt je merk toegankelijk en echt.

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3. Gebruik empathische content om verbinding te maken

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Empathische content raakt op een emotioneel niveau. Laat zien dat je begrijpt waar je klanten mee zitten, dat je hun vragen en problemen serieus neemt. Dit kan met polls, interactieve Q&A's, of door ervaringen van klanten zelf te delen. Door empathie te tonen, bouw je een relatie die verder gaat dan een transactie – je bouwt aan merkloyaliteit.

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4. Maak user-generated content onderdeel van je strategie

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User generated content (UGC) is een slimme manier om authenticiteit te versterken. Wanneer klanten hun ervaringen delen via foto’s, video's of reviews, tonen ze hun vertrouwen in jouw merk op een oprechte manier. Het delen van deze content laat zien dat je hun stem waardeert en creëert een merk dat écht connecties aangaat. Wil je meer tips over user generated content? Lees hier onze tips!

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5. Wees transparant en durf kwetsbaar te zijn

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6. Laat authentieke beelden zien voor echte verbinding

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Visuele storytelling is krachtig, maar het hoeft niet altijd perfect te zijn. Vermijd te gepolijste beelden en kies voor visuals die laten zien wie je echt bent. Spontane foto's en video’s uit het dagelijks leven maken je merk herkenbaar en menselijk. Gen Z waardeert merken die hun unieke en menselijke kant laten zien.

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4. Conclusie: Houd je doelgroep betrokken met authentieke content

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In de digitale wereld van vandaag zijn empathie en authenticiteit geen luxe meer, maar een vereiste. Door de menselijke kant van je merk zichtbaar te maken op sociale media, je verhaal te delen en open te communiceren, bouw je relaties op die verder gaan dan transacties. Authentiek en empathisch zijn, zorgt niet alleen voor betrokkenheid bij je merk, maar ook voor een loyale klantenbasis die écht achter je staat.

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Wil je jouw merkstrategie authentieker maken? Neem contact met ons op en ontdek hoe we je kunnen helpen bij het opzetten van een marketingstrategie die écht connectie maakt met je publiek.

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