In the world of advertising and marketing, there has always been an invisible yet powerful tension between truth and preference. And in today’s social media–dominated landscape, this contrast has never been more obvious—or more critical.
For brands, every product or service is crafted with care and pride. Naturally, they want people to believe it’s truly effective, delicious, or valuable. But the reality is: not everyone will like the same thing. Some people love a product, others think it’s just okay, and some may feel it’s not for them at all. That’s not failure—that’s human.
This is why authenticity in advertising is constantly being questioned. And in a sea of marketing messages, standing out isn’t just about having the best product. It’s about being the most relatable, the most preferred—even if it’s not universally loved.
Marketing Walks the Grey Line Between Truth and Preference
A brand can never be everything to everyone. What matters is whether it resonates with the right people. And today, “resonance” is shaped by personal preference, not technical specifications.
This is where social media comes in. It has changed the game. Trust is no longer built by polished ads or professional copy—it’s earned through thousands of everyday users sharing their real opinions.
In this new landscape, brands that can spark preference through relatable, real-world experiences are the ones that rise above the noise.
Letting KOLs Speak Honestly Is a Bold Yet Powerful Move
More and more businesses are handing their products to influencers and KOLs, encouraging them to try them and share their honest opinions. On the surface, this seems simple. But in reality, it’s a bold move—not every brand is ready for it.
Why? Because it means accepting the possibility that someone might say,
“It didn’t work for me.”,
“It’s not my taste.”, or
“I prefer something else.”
This shows confidence. It shows that the brand respects the diversity of its audience and is open to genuine dialogue. Ironically, this kind of vulnerability is exactly what builds trust.
On the other hand, brands that only showcase glowing reviews may feel more in control—but they risk losing authenticity and credibility.
From Brand-Led to User-Led: A Shift in Power
We’re living in a world where users lead the conversation. A single, heartfelt post from a trusted friend or favorite KOL now carries more weight than a million-dollar advertising campaign.
Real feedback is no longer just a “nice-to-have”—it is becoming the core of brand storytelling. Brands should no longer fear it. Instead, they should build systems and culture that amplify it.
Authenticity Isn’t a Risk—It’s a Strategy
In a preference-driven market, embracing truth doesn’t mean giving up control. It means playing the long game. Trust is hard to earn, easy to lose, and impossible to fake.
The future belongs to brands that understand this: not everyone needs to love you—just the right ones do.
