Authenticity: a discussion

Authentic marketing

Authenticity – although not entirely new to the world of marketing – is a trend we’re seeing gain traction across a host of channels.

In a March 2022 report from Roland Berger, authenticity and transparency are outlined as key components of building a brand with true purpose. The report notes that it is ‘only possible to achieve authenticity by basing your brand purpose on truth’ and that ‘it must be honest – about what you are, and what you are not.’

Data from Stackla also shows that 90% of audiences consider authenticity an important factor in deciding which brands they like and trust…

Social media, in particular, continues to embrace authenticity, while platforms prioritise short-form video content and creators strive to build closer relationships with users.

Video content can be a highly effective way of communicating with audiences in a real, honest and transparent way, helping to break down barriers and build brand authority.

From influencers on Instagram and TikTok to businesses harnessing the power of video to demonstrate experience and enhance credibility – authenticity is key.

Watch our latest video, featuring Rosie and Aaron, to find out more about authentic content marketing.