Within marketing, video content consistently shines because the standout element of effective content strategies. As brands strive to forge real connections with their audience, they navigate the challenge of aligning with the high volume of consumers who review authenticity as a key factor in their brand loyalty decision.
The mistake that we, as Spark Social Agency, are seeing is authenticity is being confused for unscripted videos and low-production content, when often, that isn’t authentic for the brand in any respect. However, when it is recommended that 60% of consumers prefer content that’s authentic moderately than polished, it isn’t any surprise the creative industry believes that authentic and polished content are dichotomies.
This blog post goals to delve into the interplay between authenticity and production quality. Can brands maintain their real essence without sacrificing the high standards of visual and auditory excellence their audiences have grown to expect? By examining how authenticity and quality can coexist harmoniously in the digital marketing landscape, we’ll see that brands can satisfy consumer demands for realness without compromising on an authentic presentation.
Why Has Video Taken Center Stage?
Simply put, video content has the unparalleled ability to interact audiences, convey messages with clarity, and foster an emotional connection that static images and text struggle to attain. Ultimately, the recognition of brands in creating video lies in the content’s ability to raise brand narratives, and capture the eye of audiences…but only when it is completed right.
Authenticity: More Than a Buzzword
In the hunt for connection, the term “authenticity” has change into a buzzword amongst creative teams, championed by brands desirous to resonate with their audience genuinely. For the buyer, authenticity signifies transparency, relatability and trustworthiness; all of that are elements which can be increasingly in demand in saturated direct-to-consumer markets.
However, for a lot of heritage and household brands, the pursuit of authenticity brings its own set of challenges, notably, the mistaken belief that the production quality of video must be sacrificed. While high-quality production has its merits, it doesn’t inherently equate to inauthenticity; the balance lies in the content’s relevance and talent to resonate with a audience, whatever the production level.
Land Rover Defender exemplifies a brand deeply attuned to its core values of adventure and exploration. With a keen understanding that polished, compelling content serves as a gateway for his or her audience to journey into the unknown alongside them, they’ve perfected the craft of making high-quality content that resonates with the spirit of adventure. Their skilful balance of dramatization in their storytelling is authentic, aligning with their brand identity. Yet, we still see them embracing more raw, lower-production videos for influencer reviews. This content differentiation demonstrates their adeptness at identifying the proper format for every narrative, ensuring their messaging not only captivates but in addition aligns with their mission and audience expectations.
The Misinterpretation of Authenticity
The journey towards authenticity is commonly misunderstood, with some brands equating it with a deliberate reduction in production values. Striving for authenticity doesn’t necessitate a “race to the underside” in production quality. An overemphasis on appearing authentic can paradoxically result in a lack of real authenticity, making a brand’s efforts seem forced or contrived.
True authenticity is about representing a brand’s values and ethos, not merely choosing low production quality for the sake of relatability. There are instances where brands have attempted to embrace a “raw” aesthetic to seem more authentic, only to miss the mark since the content didn’t align with the brand’s core values or audience expectations. Authenticity ought to be rooted in originality, storytelling, and ease, showcasing a brand’s true character in a way that engages and resonates. For some brands, this implies highly-produced content that showcases the true voice of the corporate.
Can Authenticity Be Measured?
When navigating the fragile balance between authenticity and production quality in video content, it’s natural for each creators and clients to ask if the essence of being real will be quantified. Measuring authenticity is difficult since it is about brands showing up as they’re, and sharing their true values in a way that resonates. While there isn’t any authenticity metric we are able to use, feedback from your individual audience – comments, shares, engagement, media commentary – serves as a real-world gauge.
Take the infamous Kendall Jenner and Pepsi industrial, which to many is a glaringly obvious misstep, and yet it passed through rounds of approval. However, if Pepsi had sensed-checked the video outside the organization, they might have avoided the brand disaster that followed. It was not authentic for Pepsi, nor Kendall Jenner, to be making such a political statement in the present environment, after they had little standing as each brand and individual in the contemporary conversation about race happening at the moment. So whilst authenticity can’t be truly measured, sound-boarding content won’t ever go amiss.
Audience Expectation and Platform Norms
Understanding the audience and platform norms is crucial in striking the proper balance between authenticity and production quality. Certain content types, corresponding to user-generated content (UGC), video FAQs, how-to videos, and demonstration content, naturally convey authenticity and might significantly enhance a brand’s relatability and trustworthiness. These formats align with audience expectations for real, informative, and interesting content. Conversely, there are contexts and platforms where high production quality isn’t just expected; it’s essential.
The alternative of platform plays an important role in determining the suitable level of production quality. For instance, platforms like Instagram and YouTube may warrant higher production values on account of user expectations and the platform’s nature, whereas TikTok thrives on spontaneity and authenticity, often embracing lower production aesthetics.
Influencers, too, play a pivotal role in this ecosystem, often serving because the bridge between a brand and its audience, embodying authenticity while maintaining a level of production quality that respects the platform’s norms and audience expectations. Influencers, by virtue of their personal brand and follower relationship, can lend digital authenticity to branded content, provided their values align with those of the brand. This synergy between influencer authenticity and brand message can yield compelling content that resonates deeply with audiences.
Closing Remarks
Navigating the authenticity equation in social media videos is less about selecting between authenticity and production quality and more about finding a harmonious balance that aligns along with your brand’s identity, values, and the expectations of your audience. Video’s dominance in digital marketing is just not going anywhere. Clearly, striking gold with authenticity requires a nuanced strategy that involves understanding and aligning with audience expectations and platform norms. While the controversy around production quality and authenticity continues, the essence of real, value-driven content stays paramount.
Brands that master the art of authentic storytelling, no matter production level, are people who will forge deeper connections with their audiences and achieve lasting success in the digital realm.
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