The Authenticity Revolution
Top creators embrace imperfection and transparency. MrBeast and Charli D'Amelio thrive via unfiltered moments that feel refreshingly honest. Brands can harness authenticity through behind-the-scenes access, live video, and highlighting communities.
Why Raw, Unfiltered Content is Taking Over Social Media
Social media wasn't always so real. For years, influencers and brands have hyper-focused on presenting an idealized, glossy image. Instagram feeds were once filled with carefully posed photos and slick videos. Behind-the-scenes moments were few and far between.
But the pendulum has swung hard towards reality. Over the past decade, a wave of raw, unfiltered content has taken over our feeds. Authentic glimpses behind the curtain are thriving while manufactured perfection fades away.
According to influencer analytics firm Mavrck, user-generated content drives 6.9x higher engagement than polished brand photos and videos.
The rise of authenticity and realness has been explosive. But why has this happened? And how can brands harness authenticity's power?
Why We Crave Authenticity
On the surface, the rise of raw social content is just another trend. But it stems from a deeper human need—our craving for authenticity.
In an era of nonstop digital noise and manufactured perfection, people now seek out glimpses of realness to feel connected.
The excessive filtering and curation left many feeling disconnected. When everything is flawlessly manufactured, rawness stands out.
As storytelling strategist Jonah Sachs put it, "Authenticity is the key to becoming a symbol of transformation in an age of distrust."
In a world of manufactured experiences, people crave the real thing. The appeal of authenticity is psychological as much as practical.
Authenticity in Action
Raw, unfiltered content now drives massive engagement for top creators:
- MrBeast blends absurd stunts with self-deprecating humor and radical transparency. This balance of extremes and openness makes him synonymous with authenticity.
- Charli D'Amelio's impromptu, imperfect dance videos feel refreshingly real, even with 150M+ TikTok followers.
- MKBHD has become Gen Z's most trusted tech reviewer by blending slick production with quirky humor and refreshing honesty.
Their authenticity taps into the cultural zeitgeist, connecting with audiences on a deeper level.
So, how can brands harness authenticity's power?
Creating Authentic Content
Here are some tips for crafting raw, engaging social content that resonates:
- Show behind the scenes moments - Pull back the digital curtain!
- Prioritize live video - Immediacy conveys authenticity.
- Spotlight your community - Reshare great user-generated content.
- Embrace your personality - Let your brand's inner voice shine.
- Use relatable narratives - Help audiences see themselves on screen.
- Don't fear imperfection - Play up the messy edges.
- Post frequently but strategically - Avoid oversaturation.
Join the Conversation
The rise of rawness represents an enormous shift in social media and marketing. But, authenticity may look different for every brand.
What's your take on authenticity?
Message me at insights@aviram.io with your perspective.