Just a few years in the past, social media content material hit a turning level. Completely curated Instagram grids and impeccably produced video gave method to carefree photograph dumps, straight-from-iPhone footage and even networks that centered on real-time, unfiltered posts.
“Genuine” has been the secret currently—actually, Merriam-Webster deemed it their 2023 phrase of the yr.
However how a lot can we discuss authenticity on social media with out clearly defining what which means? And does that definition maintain true throughout totally different generations of social media customers?
We sat down with Olivia Jepson, Senior Social Media Strategist (Analytics), at Sprout to start out clarifying what authenticity on social media stands for and the way it’s evolving.
Our new analysis discovered that about half of all customers prioritize authenticity as a high quality within the influencers they have interaction with. However this drops to 35% for Gen Z (who cares extra about issues like an influencer’s posting frequency and follower rely).
Do you suppose this can be a long-term choice? Ought to we assume that individuals who grew up with social see by way of the “authenticity” facade or is that this a choice that they’ll develop out of?
I anticipate we’ll solely see extra of this, however perhaps not within the doomsday approach this stat may allude to. Let me begin with, sure, authenticity will at all times be vital, however what which means is shifting.
The indicators for authenticity on social media at present are very totally different from what they had been. Simply three years in the past, audiences could have thought authenticity from influencers got here from having an excellent digital camera presence, becoming sponcon naturally into your content material or the concept of uncooked, unscripted video codecs.
Youthful audiences are extra attuned to how social works as a enterprise—for each manufacturers and influencers. These audiences particularly perceive that uncooked video content material doesn’t imply that one thing is inherently genuine. Even essentially the most lo-fi movies are sometimes scripted, deliberate or re-recorded a number of instances to attain what the creator or model is attempting to painting. However does that imply they’re inauthentic? It relies upon.
This doesn’t imply that extra deliberate movies aren’t genuine, it simply signifies that our definition of authenticity now means extra. It’s extra reliant on model constructing and value-driven content material than ever earlier than.
Once we’ve consumed sufficient YouTube apologies for a lifetime and have been uncovered to an elevated quantity of monetized and sponsored posts, expectations over generations are positive to shift.
The identical survey discovered that Gen Z is extra prone to be excited by manufacturers utilizing AI influencers…which appears like an about-face from the “genuine” content material we speak a lot about. Is there a spectrum of what individuals will tolerate? As an example, lo-fi content material at one finish and fully fabricated digital content material on the different…however something in between is forgettable?
For me, what this (and the above) indicators is that the web is transferring additional into the leisure house, permitting manufacturers and creators freedom to create for the elevated time persons are spending on apps like TikTok.
The in-between is what we’re so used to seeing every day. It’s not essentially forgettable, however it’s what we count on after we go on social. AI influencers are new, they’re fascinating. So individuals—particularly youthful audiences—are intrigued. It appears like the obvious shift towards leisure for me.
Plus, persons are intrigued by not solely the digital personalities, however the individuals who created them and their function. Type of that “Wizard of Oz” impact.
How does this alteration how entrepreneurs take into consideration future influencer partnerships?
I feel manufacturers actually need to look at what authenticity means to them.
I’ve heard so many entrepreneurs say “authenticity is what we search for” when partnering with creators. However WHAT DOES IT MEAN??
In the event you can clearly outline it, then search influencers who align with that definition. That’s the place you need to focus your time. Not on what I suppose individuals deem as genuine, however what’s genuine to my model and to our supposed viewers. Joe Greer’s partnership with Bandit Working is one in every of my favourite examples.
Supporting their mission to be the world’s most community-driven working model, this partnership locations Joe and different members of their neighborhood on the middle of the marketing campaign. They provide him full inventive freedom for seasonal marketing campaign shoots with members of their neighborhood as the important thing topics. This partnership ends in BTS content material that brings their neighborhood deeper into each the model’s story and Joe’s, whereas including extra substance and depth to every seasonal launch.
It appears like this creates an enormous problem for manufacturers, particularly these catering to Millennial (or older) audiences whereas concurrently attempting to broaden consciousness amongst Gen Z, Gen Alpha, and many others.
How do you construct a content material technique that appeals to conflicting preferences? Or does this create extra fragmentation amongst how manufacturers method totally different networks?
I feel this creates a very distinctive alternative for deeper model growth and storytelling.
Contemplate Harry Types’ beauty model, Pleasing. Given this was based by Types, it could be simple to restrict their viewers to fan women alone, however they’ve a bigger mission. When their content material and artistic course ladders as much as their mission to facilitate a greater future with and for each other, they don’t have to hit on each development to be related. What sticks with individuals is the bigger story they’re sharing.
Relating to reaching youthful audiences, you completely can faucet into these traits, however suppose by way of how you should utilize these traits to assist your story—not diverge from it.
Need to learn extra concerning the position of authenticity in influencer advertising? Obtain our 2024 Influencer Advertising and marketing Report: In Influencers We Belief.
