Authenticity Matters in Social Media Videos
by Jocelyne Jeaurond
August 6, 2023
social media videos

Social media videos have become integral to our online experience in today’s fast-paced digital world.

We’ve seen the evolution of social media platforms and apps to promote and accommodate video content.

Instagram “reels” and YouTube “shorts” have proven to be adequate competition for TikTok’s infamous “for you page.” 

As video content has rapidly emerged from the landscape of social media as the primary form of content consumed online, it has become a key factor for any digital marketing strategy.

To be effective in any video marketing strategy, brands, creators, producers, businesses, or influencers need to recognize the importance of and incorporate authenticity in their content.

Authenticity in video content is becoming more of a necessity than a suggestion because it is the content people want to see.

Success with Authentic Videos

Brands and creators harnessing authenticity in their videos have seen significant success in sales and building a loyal community of returning customers.

Digital marketers know that an online presence is essential in today’s world.

Due to the nature of video content, its power is unparalleled for captivating and influencing consumers.

Research has shown that 84% of product consumers in 2022 were influenced by video content before a purchase.

Transparency and honesty being at the forefront of authentic content have proven successful for brands like Rare Beauty and influencers like Shea Mitchell.

One of the most relevant examples is the brand MrBeast, which was once a small YouTuber and is now a billion-dollar business.

Authentic video content has shaped how content creators, influencers, digital marketers, brands, and businesses promote growth and identity online.  

A brand’s identity is more than just its products or services; it’s the people behind the scenes and the stories they share.

Authentic social media videos offer an opportunity to humanize the brand by showcasing the faces and personalities behind it.

Humanization fosters a sense of connection and emotional attachment, making consumers more likely to engage and support the brand. 

Authenticity Stands Out 

Social media spaces are not only super-saturated with video content; there is a constant stream of posts and timelines, images, ads, news, and memes, which intertwine with mainstream media, global events, pop culture, and other social media platforms. 

The bombardment of various new content and the flood of creators and brands seeking to promote themselves, a product, or ideas online makes it challenging for individuals to focus on what truly matters to them.

Digital noise makes it difficult for content to stand out because of the overwhelming amount of content, information, and distractions in digital space.

Similarly, the wave of AI-generated content has added to the conglomerate of video media online.

Because AI-generated content is not labor-intensive or costly, it has become a tool digital marketers use to push massive amounts of content.

Computer-generated videos, though not easily identifiable as technology advances, fundamentally lack a “human touch,” which is ultimately counter-intuitive to those looking to retain an audience.

Although easy and cost-effective, they fundamentally lack the authenticity users actively seek in their content. 

Consumers are tired of sifting through inauthentic content that doesn’t add to their lived experience.

Today’s customers have become more selective with the content they engage with, and authentic videos are a breath of fresh air.

Authenticity and Being “Real”

As algorithms push video content to viewers based on mutual interest more than how viral something is, authenticity creates a community.

When viewers sense authenticity in a video, they are more likely to comment, like, and share it with their own networks.

The result is a thriving and active community that propels the video’s reach far beyond what any algorithm could achieve.

When creators showcase their true selves, share personal stories, or exhibit authentic emotions, they create a powerful connection that resonates with viewers on a deeper level.

Similarly, authenticity conveys that a brand, whether a person, business, or corporation, isn’t just for profit but actually invested, interested, and even passionate about their product. Authenticity builds brand identity in a meaningful way. 

What Do Authentic Videos Look Like

So, authenticity is essential, but what does it look like in video content?

Authenticity can look very different based on the individual goals that video creators are trying to achieve. T

he foundational aspect of authentic content is that it feels “real” to the viewer.

Some critical factors of authenticity are:

  • Transparency
  • Honesty
  • Relatability
  • Staying true to values and beliefs
  • Sincerity
  • Credibility and accountability

Some ways to show authenticity in video content could look like this:

  • Using humor
  • Showcasing the efforts that have gone into creating a product
  • Collaboration with other creators
  • Being able to recognize faults and failures
  • Bringing audiences into the “behind-the-scenes”

It is crucial to recognize that content can still be made with high-quality equipment, scripting, and overall production but still be authentic.

Authentic does not necessarily mean DIY or cheap. It is content that draws people in because it is “human.”

Bottom Line

Authenticity is the lifeblood of social media videos. It builds genuine connections, trust, and credibility with our audience.

Being authentic helps creators stand out amidst the digital noise, fosters engagement, and shapes branding and personal image.

In an age where superficiality and inauthenticity abound, embracing our genuine selves in social media videos is not just a recommendation but a compelling necessity.

So, let us strive to create content that reflects our true essence and resonates with the hearts of our audience, making a lasting impact in the ever-evolving landscape of social media.

Of course, many factors affect the outcome and success of a video online, but in today’s vast conglomeration of content, authenticity truly matters most.

Authenticity Matters in Social Media Videos

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