The Hunt for Social Media Authenticity
“Keeping it real” seems to be on every social media content creator’s mind lately. The quest for authenticity, however, is nothing if not elusive. With the competition for the scroller’s attention (and interaction) harder to capture than ever before, social media marketers are looking for ways to stand out from the crowd. And authenticity seems to be the magic bullet, the cream that rises to the top and the type of content that everyone wants…but creating content that is truly authentic is no easy feat.
Check out some facts that support the extent of the appetite for authenticity in social media content:
- A Stanford think tank reports that stories are remembered up to 22 times more than facts alone.
- SproutSocial reports that 51% of consumers define feeling connected to a brand when the brand understands them and their wants—that is, demonstrating empathy.
- Stackla reports 90% of consumers say authenticity is important when deciding which brands they like and support (up from 86% in 2017).
So we’ve established that authenticity matters and that it’s hard to accomplish. Now, let’s explore the unintended consequences of the ubiquitous goal of creating authentic social media content.