What helps a small business stand out on social media? As AI becomes more common, people care more and more about authenticity: things that cannot be copied.

For artisans, authenticity is already there in how you craft, create and care. The challenge is making sure people see it. Whether you're a ceramicist, candle maker, textile designer, furniture maker or artist, here are three ways to be more authentic on social media.

1. Make your posts match how you work

Alexandra Rynne, Content Strategy Lead at LinkedIn Ads, says authenticity is about "consistency between your values, voice and actions." People are more likely to buy from businesses that keep their promises. Make sure your social media shows what your business stands for and how it operates.

Share your mission, values and impact, and back each point with a real example. If you use local materials, post a photo with your supplier at their workshop. If you support your community, show a project you've joined in a short video. If sustainability matters to you, explain in a caption how you choose your materials and why.

Then check your claims against your feed. If you call your work local, handmade or sustainable, each word should have a post behind it that people can see. Anything you can't show is worth rethinking before you say it.

Post the way you would speak to someone at a market stand. If your captions don't sound like you, keep editing until they do. Use the same tone on Instagram, your website and your Country Living Marketplace page so people get the same feel for your business every time.

2. Show the people behind the work

The strongest proof of your brand comes from what others see and experience, not just what you say.

Let the people around your business do some of the talking on your feed. A customer describing how a piece changed their room, a supplier explaining how they work with you or a team member introducing themselves all carry more weight than your own claims, because nobody expects them to be selling. Post their words as they wrote them and credit them by name.

Honesty works as proof too. Rynne suggests brands should "show your battle scars" because customers know there's a real person behind the business. If a launch falls flat or you're trying something new, post about what happened and what you learned. People trust a business that admits its mistakes more than one that never seems to have any.

3. Answer buying questions before customers ask

Not every follower is ready to buy right away. Some are just finding your business, others are comparing options and many need a bit more confidence before they order.

Make posts that help people at every stage, not just when you're promoting a product. Rynne says transparency should last from first contact to after the sale, so use your captions, Stories and Reels to be open about the practical details that worry customers most: pricing, lead times and delivery.

Explain what goes into your prices, such as materials, hours and overheads, so followers see the value behind the figure. Say how long a made-to-order piece takes and when people need to order to receive it by a deadline. Film how you pack and post orders and what you do if something arrives damaged. Save these answers to a Highlight so new followers can find them without scrolling.

If a question keeps arriving by DM or at markets, answer it publicly so the next person doesn't need to ask. Then link to your product page in your bio or caption, so the answer sits next to the place where customers decide to buy.