Keep it Real: Why and How to be Authentic with Your Content

Imagine a world where your audience can smell the authenticity of content from a mile away, and where they actually appreciate it. No need for imagination - That's the world we're in today – one where being real is not just an app or a buzzword, but the key to connecting with the most influential generation of our time: Gen Z. Let's get real about why Gen Z cares about authentic content, how to produce it, and how to amplify it. 

Unpacking Gen Z: Who They Are and What They Want

From the outside, a lot of people see Gen Z as a hyper-progressive group of teenagers glued to their phones. While our social consciousness and phone addictions are real, older generations forget that we have grown up in a whirlwind of information, climate change fears, and the power to change the world from our smartphones. These are the qualities that make Gen Z value authenticity and down-to-earthness from businesses online and make them the most conscious buyers yet. 

As mentioned, this generation can spot fakeness and ingenuine content from a mile away. Gen Z seeks content that is relatable, transparent, and relevant to their lives. Creating content that resonates with them, while incorporating current trends and pop culture references, can help build a connection. 

Hand-in-hand with genuine content, Gen Z expects social responsibility and diversity from brands. Gen Z are more likely than any other generation to look up companies before they buy and support ones that align with them and their values. Using social media to showcase genuine efforts towards corporate social responsibility is a strategy that can build trust with Gen Z. While it can seem intimidating to take a stance and join the "woke" movement, studies like this one from Adweek shows it actually pays off to support causes and stick to them. Just look at brands like Ben & Jerry's and Aerie that bring diversity and social causes to the forefront of their images and in turn gain trust with young audiences. 

Getting Started: How to Ensure You're Making Authentic Content

We know that authenticity is important to Gen Z consumers but how do you make sure you're doing it right? Two huge considerations stand out:

Work with the Right People

One of the biggest mistakes brands can make when trying to address social issues or reach a certain sub-demographic is not working with people who are directly involved. You can't fake authenticity. If you're trying to reach LGBTQ+ youth, work with a young queer influencer to help with your content. If you're targeting Gen Z, run your content by one and ask for their input. If Aerie were to post all their values about diversity then not include diverse models in their content, anyone can tell they are disingenuous and will spend their money elsewhere if that's what they value. Overall, find out what your audience cares about, then work with people directly involved and relatable to produce content.

Trust Those People

You've taken all the steps to find influencers that resonate with your audience and have a trend-loving consultant giving their advice on how to reach their peers, now what? It may seem obvious but it's something that many companies have a hard time doing: trust and autonomy. Let these individuals take the reigns and hear their ideas out. If there's miles of red tape and approvals for every new TikTok, you will lose the interest of your audience and your content will no longer be trendy and authentic but overly fabricated and safe. Allow your brand to take risks and your authenticity and down-to-earth content will be appreciated.  

Boost it: Amplifying your Authenticity

Gen Z is the backbone of many new and emerging social media platforms where content explodes. Just look at the rise of TikTok over the past few years, this is all thanks to Gen Z:

For any marketing, video is king and today marketers need to embrace platforms like TikTok and Instagram Reels to create timely, in-touch, and authentic content. Unlike the past, Gen Z can be put off by high quality film sets, high end equipment and actors and instead appreciate content from people that resonate with them and keep it real. These short-form video platforms provide the perfect opportunity to showcase your brand's creativity and engage with Gen Z on their terms and cater to their (admittedly) shortening attention spans. Check out my previous blog post for tips on how to harness the power of social media to Gen Z. 

Talk Through it with a Content Specialist

If after all this you're itching to brainstorm your authentic content ideas with someone, send me a message and let's set up a chat. Every brand and the values they want to portray are different but in today's world authentic content will take you far, especially with the growing purchasing power of new generations. Let's chat and I'm happy to help you get the ball rolling.