Authenticity Equation: Production Quality in Social Media Video

In marketing, video content continues to shine as an essential element of effective content strategies. As brands strive to establish genuine connections with their audience, they overcome the challenge of adapting to the high number of consumers who evaluate authenticity as a key factor in their brand loyalty decision.

The flaw that we see as a Spark social agency is that authenticity is confused with unwritten videos and low-production content, while it is often not authentic at all for the brand. However, when it is claimed that 60% of consumers prefer authentic content, it is not surprising that the creative industries think that authentic and refined content is a dichotomy.

This blog post aims to address the interaction between authenticity and production quality. Can brands retain their authentic essence without sacrificing the high standards of visual and auditory excellence that their audience expects? By exploring how authenticity and quality can coexist harmoniously in the digital marketing landscape, we will see that brands can meet consumers’ requests for authenticity without compromising an authentic presentation.

Why is the video taking center stage?

Simply put, video content has the unprecedented ability to engage the audience, convey messages clearly and foster an emotional connection that static images and texts struggle to achieve. Ultimately, the popularity of brands in video creation lies in the ability of content to enhance brand narratives and attract audience attention… but only if it is done correctly.

Authenticity: more than a buzzword

In search of connection, the term “authenticity” has become a buzzword among creative teams, supported by brands eager to really resonate with their audience. For the consumer, authenticity means transparency, relativity and reliability; these are all elements that are increasingly in demand in the saturated markets of direct sales to consumers.

However, for many traditional and domestic brands, the pursuit of authenticity presents a number of challenges, including the erroneous belief that the production quality of the video must be sacrificed. Although a high-quality production has its merits, it is not intrinsically equated with inauthenticity; the balance lies in the relevance of the content and the ability to resonate with a target audience, regardless of the level of production.

Land Rover Defender is an example of a brand that is deeply committed to its core values of adventure and exploration. With a strong understanding that refined and compelling content Serves as a bridge for your audience to travel into the unknown, you have perfected the craft of creating high-quality content that aligns with the spirit of adventure. His skillful balance of dramatization in his narration is authentic and adapts to the identity of his brand. Yet we still see them using more raw and less productive videos for influencer reviews. This differentiation of content demonstrates your ability to find the right Format for each story and ensures that your message is not only captivating, but also in line with your Mission and the expectations of the audience.