A few years ago, social media content reached a tipping point: perfectly curated Instagram grids and perfectly produced videos were replaced by a network centered on piles of candid photos, iPhone footage, and even real-time, unfiltered posts.
“Authentic” has literally become a buzzword lately. Merriam-Webster has named it their word of the year for 2023.
But how much can we talk about authenticity on social media without clearly defining what it means? And does that definition apply to different generations of social media users?
We spoke with Olivia Jepson, Senior Social Media Strategist (Analytics) at Sprout, to find out what authenticity means on social media and how it's evolving.
Our new research finds that nearly half of consumers consider authenticity to be the most important quality in an influencer they engage with, but this drops to 35% for Gen Z, who place more importance on factors like an influencer's posting frequency and follower count.
Do you think this is a long-term preference, and should we assume that people who grew up on social media will see through the pretense of “authenticity,” or will this preference go away as they grow up?
We will likely see more of these cases, but they may not be as apocalyptic as these statistics suggest. Let me start by saying that authenticity has always been important, but what it means is changing.
The markers of authenticity on social media today are vastly different than they were in the past. Just three years ago, audiences might have assumed an influencer’s authenticity came from their presence in front of the camera, naturally incorporating sponsorships into their content, or their ideas in a raw, unscripted video format.
Younger audiences are more attuned to how social works as a business, for both brands and influencers. These audiences especially understand that raw video content doesn't inherently mean it's authentic. Even the most lo-fi videos are often scripted, planned, and re-recorded multiple times to achieve what the creator or brand is trying to represent. But does that mean it's not authentic? It depends.
This doesn't mean planned videos aren't authentic, it's just that the definition of authenticity is now more important – relying more on brand-building and value-driven content than ever before.
As we've seen a lifetime's worth of apologies on YouTube, and with the rise of monetization and sponsored posts, intergenerational expectations have certainly shifted.
The same study found that Gen Z is more likely to engage with brands that feature AI influencers, which seems like a departure from the “authentic” content we talk about so much. Is there a spectrum of what people are willing to tolerate, with, say, lo-fi content on one end and totally manufactured, virtual content on the other, with anything in between forgotten?
To me, what this (and the above) suggests is that as the internet moves further into entertainment and people spend more time on apps like TikTok, it's giving brands and creators more freedom to get creative.
The in-between stuff is what we're used to seeing on a daily basis. Not forgettable, but what we expect when we're on social media. AI influencers are new and fascinating, which is why people are intrigued, especially younger audiences. To me, it feels like the most obvious shift towards entertainment.
What’s more, people are intrigued not just by the virtual characters, but also by the people who created them and their purpose – almost like the Wizard of Oz effect.
How will this change the way marketers think about future influencer partnerships?
I think brands need to really take a look at what authenticity means to them.
You've heard many marketers say, “authenticity is what we look for” when partnering with creators. But what does that mean?
Once you have a clear definition, find influencers who fit that definition. That’s where you should focus your time. I It's not just about what people perceive as authentic, but what is authentic to my brand and my target audience. Joe Greer's partnership with Bandit Running is one of my favorite examples.
Supporting their mission to be the most community-driven running brand in the world, the partnership puts Joe and other members of their community at the center of their campaigns. They are giving Joe complete creative freedom in each seasonal campaign shoot, with members of their community as the primary subjects. As a result of this partnership, the BTS content draws their community even deeper into both the brand's and Joe's story, adding even more substance and depth to each seasonal release.
This feels like it creates a big challenge, especially for brands that are targeting millennial (or older) audiences while simultaneously trying to build awareness among Gen Z, Gen Alpha, and the like.
How do you craft a content strategy that appeals to competing tastes, or will it lead to further fragmentation in how brands approach different networks?
I think this creates a really unique opportunity for deeper brand development and storytelling.
Consider Harry Styles' cosmetics brand, Presaging. It's easy to limit their fan base to just their fans because it's Styles who started it, but they have a bigger mission. If their content and creative direction is tied to their mission of building a better future for each other, they don't need to embrace every trend to stay relevant. It's the bigger story they're sharing that sticks in people's minds.
If you’re reaching a younger audience, you can definitely leverage these trends, but think carefully about how you can use them to support your story, rather than deviating from it.
Want to learn more about the role of authenticity in influencer marketing? Download our 2024 Influencer Marketing Report: “Trust Your Influencers.”
