Getting sick of hearing the word ‘authentic’ in marketing? Us too! Authentic content, authentic storytelling, authentic brand voice… everyone in marketing is saying the word, but no one is really defining what that means or telling you how to do it. So here’s our attempt…
‘Authentic’ doesn’t mean shaky cameras, bad lighting and someone rambling a stream of consciousness into a phone and hoping for the best. That’s not authentic, that’s just poor content.
What authentic actually means, especially in the age of AI, is your perspective, your experience, and most importantly how you feel.
It’s about the emotion behind how you see the world, because of who you are. And that, for now, is quite difficult to fake.
This is where most brands fail, as they’re trying to script and produce authenticity. When it comes to authenticity, the normal rules are turned on their head – to get a good result, you have to not try.
Authenticity comes from putting the right person in front of the camera and letting them speak from their own experience. And the audience can see and feel the difference immediately!
So next time someone tells you to make more authentic content, ask them to define what they actually mean. It probably means to talk about how you feel, from your perspective.
Need some help creating video content that feels true to your brand? We can help.
