Behind-the-Scenes Content: Why Authenticity Wins On Social Media

Authenticity in a person can build trust. It can make an individual someone who is liked because they can be believed for who they are. Therefore, it’s unsurprising that it is a key trait that can produce success on social media.

Social media platforms have become powerful resources. They are ranked among the most-visited websites and apps used worldwide, with many of them featuring in the top 10 sites by traffic.

The profiles created allow people to share and showcase their daily lives and interests, which can then go viral because they resonate with their audiences. Whether it be for entertainment purposes, business and commercial reasons, or just being a glimpse of an individual’s daily life, they all have one thing in common when going viral: authenticity.

According to recent surveys, it has been found that 86% of people value authenticity over anything else when deciding who to like and support. This number rings true with the younger generation, which is clear when 90% of Millennials and Gen Z support this statement.

Why is Authenticity Key on Social Media?

As mentioned, authenticity promotes trust. It is far easier for someone to watch a video clip that is genuine and can be believed. You’ve likely watched something before that you’ve really enjoyed because of its believable aspect. At the same time, you may continue to watch the same people on social media because you can tell they aren’t playing a character or trying to be someone they aren’t.

With the amount of people who use social media and those who actively upload content, the trait can help an individual or business to stand out. The best way to make a splash is to be recognized. A creator who creates content that many others are also dabbling in may find that they can be merged with everyone else if they aren’t different. But, if they are authentic in what they are doing, then there is a chance they can stand out.

How Do You Create Authenticity on Social Media?

While being true to yourself can always be the best solution, there may be instances where this isn’t possible. For example, businesses might have to look at their brand mission to try and be authentic, especially if they don’t use a specific person to front them.

Creating videos that showcase the intended message clearly can help build authenticity. This can be done in a myriad of ways. It could be completed by using raw footage that shows everything that happens as part of the process. Alternatively, it could involve templates, such as Final Cut Pro titles, as these can create authenticity because of how professional and polished a video can look once implemented.

To go viral and be successful on social media, the best course of action can be to target the right audience and remain focused on them. Channeling in on a niche can provide a focus for the uploader while showing the target audience they are valued. Zoning in on preferences that are held can attract like-minded individuals to follow and feel the authenticity of the uploader.

As mentioned, brands, influencers, and regular people must build trust to be successful on social media. Without it, connections with the audience can be extremely hard to form, and content can quickly be skipped. If there is a connection, engagement can follow.

Engagement on social media can come in the form of the following:

• Likes
• Shares
• Comments

If authenticity can be identified, it’s more likely that one of these three things will happen. People are more likely to hit ‘like’ on something that they connect with. Others who really enjoy it may tag others in the comments or share it with a wider audience because they truly liked what they saw.

Authenticity is Key

Creating viral content is an extremely hard feat to accomplish. Without authenticity, it’s practically impossible.

Social media has become incredibly useful and powerful for those wishing to share their content with the world. However, without coming across as genuine, it can be hard to get the message that has been created out there.

Most recognize that these platforms are all about views and interactions, especially since they became monetized. Being authentic can be refreshing and help you win on social media in an extremely crowded place.