Social media has completely changed how we create and consume content. What used to be all about big-budget, polished productions is now dominated by simple, authentic videos that feel real and relatable. This shift is super exciting, especially for anyone working in marketing, content creation, film or digital communication.
Why This Topic Matters to Me
This topic isn’t just relevant to me right now — it’s something that will likely shape my career in the future. As someone working in creative roles as a filmmaker and as a content creator, I know how important it is to adapt to new trends. In the future, whether I continue working in marketing, digital communication, or even creative production, understanding the balance between authenticity and perfection will be essential.
It seems like that authentic content performs better on social media and it’s also reshaping what we consider “good” content. This trend could influence how campaigns are planned, budgets are allocated, and teams are structured in the future. Knowing how to create impactful, authentic content while still appreciating the value of high-quality production could give me an edge in the industry.
I have the chance to work in both worlds: creating quick, authentic social media content and being part of bigger, professional video productions. Personally, I really enjoy working on high-quality productions where I love to work as a director with other people. They’re fun, creative, and I love seeing the final polished result. But they’re also expensive, time-consuming, and require big teams.
On the other hand, smaller productions, like shooting something quickly with a phone or working in a small team, are much simpler and cheaper to make. Even though these projects aren’t as exciting for me personally, I’ve noticed they perform really well on social media. In fact, big companies are starting to use these kinds of authentic videos to reach their audience because they work better for engagement. High-quality productions, while still important, are less common on platforms like Instagram and TikTok.
The Rise of Authentic Content
Authentic content has become super popular, and it’s not hard to see why:
- People Trust It More: Audiences like content that feels real. Highly polished videos can sometimes feel too “salesy” or fake.
- It’s Faster and Cheaper: Making a quick video with a phone is way easier than planning a big production. It’s perfect for the fast-moving world of social media.
- Algorithms Love It: Platforms like TikTok and Instagram prioritize content that gets lots of likes, comments, and shares. Authentic videos often perform better because people connect with them more.
Even major brands like Nike and Coca-Cola are using this kind of content. They’re sharing behind-the-scenes clips, user-generated videos, or quick updates that feel much more personal than traditional ads.
Authenticity Over Perfection: Why Authentic Content Outshines High-Quality Productions on Social Media
Social media has completely changed how we create and consume content. What used to be all about big-budget, polished productions is now dominated by simple, authentic videos that feel real and relatable. This shift is super exciting, especially for anyone working in marketing, content creation, or digital communication.
Why This Topic Matters to Me
This topic isn’t just relevant to me right now—it’s something that will likely shape my career in the future. As someone working in both creative and strategic roles, I know how important it is to adapt to new trends. In the future, whether I continue working in marketing, digital communication, or even creative production, understanding the balance between authenticity and perfection will be essential.
Authentic content doesn’t just perform better on social media—it’s also reshaping what we consider “good” content. This trend could influence how campaigns are planned, budgets are allocated, and teams are structured in the future. Knowing how to create impactful, authentic content while still appreciating the value of high-quality production could give me an edge in the industry.
My Personal Connection to This Topic
I’ve had the chance to work in both worlds: creating quick, authentic social media content and being part of bigger, professional video productions. Personally, I really enjoy working on high-quality productions. They’re fun, creative, and I love seeing the final polished result. But they’re also expensive, time-consuming, and require big teams.
On the other hand, smaller productions, like shooting something quickly with a phone or working in a small team, are much simpler and cheaper to make. Even though these projects aren’t as exciting for me personally, I’ve noticed they perform really well on social media. In fact, big companies are starting to use these kinds of authentic videos to reach their audience because they work better for engagement. High-quality productions, while still important, are less common on platforms like Instagram and TikTok.
The Rise of Authentic Content
Authentic content has become super popular, and it’s not hard to see why:
- People Trust It More: Audiences like content that feels real. Highly polished videos can sometimes feel too “salesy” or fake.
- It’s Faster and Cheaper: Making a quick video with a phone is way easier than planning a big production. It’s perfect for the fast-moving world of social media.
- Algorithms Love It: Platforms like TikTok and Instagram prioritize content that gets lots of likes, comments, and shares. Authentic videos often perform better because people connect with them more.
Even major brands like Nike and Coca-Cola are using this kind of content. They’re sharing behind-the-scenes clips, user-generated videos, or quick updates that feel much more personal than traditional ads.
Why This Topic Is Exciting
I think it’s really interesting because it’s all about balancing creativity and practicality. High-quality productions are great for creating a strong brand image or telling a powerful story. But authentic, simple content is amazing for engaging with audiences and staying relevant in everyday conversations.
For businesses, this trend is super practical. Smaller companies can compete with big brands because they don’t need huge budgets to create effective content. And bigger companies can use authentic content to connect with people in a more personal way.
What I love most about this topic is how it combines creativity with strategy. It’s not just about making something that looks good—it’s about understanding what actually works and why and most importantly I really think I can get lots of valuable knowledge during the process which will help me in my future working life.
Interesting Literature for a first glimpse:
Rose, E. (2024, 13. November). Authenticity vs. video production quality, What wins? IdeaRocket. https://idearocketanimation.com/20601-authenticity-versus-production-quality-a-losing-battle/
Authentic video production: Why genuine content matters | Vouch. (o. D.). https://vouchfor.com/blog/authentic-video-production
