Authentic defined

High concept video is exciting. It’s flashy.  It’s sexy. It’s mesmerizing.

But it isn’t REAL.

Advertising is a fantasy from the minds of creatives who want you to think a certain way. Their way. Commercials are created to sell...by design. Seems obvious, right?

But the psychology behind ads can be overlooked. We are so used to being spoon-fed commercials between every piece of content we love: shows, podcasts, songs on the radio, popped up during streaming videos.  

The reason storytelling on social media is taking off is because there is a hunger for the authentic. Creative. Compelling. Consumable.  But not controlled.

Speaking from the heart instead of from the pocketbook has a place in heavy rotation now. And there is a way to do it so it is still stylized. Or Comical. Or emotional.  And filmed beautifully.

That’s a critical piece of it. Gear has gotten incredibly accessible.  So are the people operating cameras and lighting and editing and graphics.  All of it is much easier, nimbler, possible.

We see mavericks like Gary Vaynerchuk hiring trailblazers like Claude Silver to be his “Chief Heart Officer.” You know what Claude does? She manages the people and hires them for Vayner (and has a dozen other responsibilities, I’m sure). I heard her speak recently and she’s like a mix of your cool aunt and the best boss you ever had.  This is who SHOULD be leading humans. The Chief Heart Officer. She chose that title, by the way.

I liked her instantly, then I listened to her.  Isn’t that how you want your feeds to be?

Authentic connection with your audience is imperative. Our BS meters are high—we've been trained by years of slick ads. Because of that, expectations are ever increasing.

Brands being transparent in messaging builds trust.  And it can be a little uncomfortable as a brand to take that leap. Start with your instagram.  Incorporate your LinkedIn articles. Finesse your videos and distribute them wide.

It’s time.