We talk about authenticity a lot, as paradoxical as it may seem within the stock content industry, it’s embedded as we support our contributors to document the world around them from many different social and cultural angles. With consumers craving real and relatable experiences, the creators and businesses who come to us are eager to understand how they can adapt and thrive in this dynamic industry.
The shift towards authenticity is not just a trend; it’s a fundamental transformation driven by the changing landscape of content creation and the economy it sustains. It’s worth getting to grips with the science behind this phenomenon, what’s working, what isn’t working, and the trends we anticipate seeing in 2024. With this forecast in mind, oiling the wheels on your marketing strategy will keep you agile, relevant, and relatable.
As a bonus, we’ll highlight some appropriate stock content that creators can leverage in their journey to connect with audiences on a deeper level.
W4A55F // Waiting by the Ganges river on an early morning. // Filip Jedraszak
Authenticity isn’t Elusive.
Research in both the fields of psychology and marketing reinforces just how important authenticity is when it comes to content.
Running counter to years of highly aspirational influencer material with lots of gloss and polish, studies have consistently shown that audiences are more engaged with and receptive to content that feels genuine and relatable.
This ‘real deal’ approach evokes emotions, builds trust, and fosters a sense of community. It therefore isn’t surprising that the evidence backs a shift in how we approach what we are feeding the marketing machine.
G6M4TB // Community garden project at Tempelhof Park, a former airport in Berlin, Germany. // Urbanmyth
Changing Dynamics
Influencers, YouTubers, social media personalities, and content creators are all affected by the substantial changes seen in recent years. Seismic shifts have moved the dial toward:
- Diverse Voices: Happily, the industry is becoming inclusive as creators from various backgrounds and cultures gain recognition. Diversity immediately benefits authenticity, as it allows the content being produced to speak to a broader audience.
- Content Realism: High-gloss, overly curated content is giving way to raw, unfiltered, and behind-the-scenes content. Rather than striving for perfection, imperfections count and are well worth embracing.
- Audience Empowerment: More platforms equal more content creators, which equals more choices for audiences. On this more level and open playing field, authentic, relatable content wins out over polished but insincere material.
- Short-Form Content: How’s your attention span? While playing with video length times, TikTok and Instagram Reels have frequently demonstrated the effectiveness of bite-sized content.
So… What’s Working?
- Storytelling: Authenticity thrives when creators share personal stories and experiences. What’s real and relatable is more noteworthy.
- User-Generated Content (UGC): Audience participation, whether through the comments, sharing, or submissions is an excellent strategy for growth and community engagement.
- Micro-Influencers: It’s a new age – one where smaller, niche influencers often have more genuine connections with their followers, making them a valuable resource for brands.
2T1ET6N // Cosplay participants gather at the Jacob Javitz Center in NYC for New York Comic Con 2023 hosted by Reed/POP. (Credit Image: © Laura Brett/ZUMA Press Wire) // ZUMA Press, Inc.
…And What Isn’t Working?
- Overly Commercial Content: Heavy product placements and overly promotional content are easy to spot, can erode authenticity, and immediately alienate audiences.
- Ignoring Feedback: Failing to engage with your audience’s feedback and preferences can lead to disconnection and loss of trust.
Anticipated Trends for 2024
Ready to look ahead? Several trends are likely to dominate the creator landscape in 2024:
- Sustainability and Social Responsibility: A stronger focus on sustainability, ethical practices, and social responsibility reflects shared values and audience sentiment.
- Live Streaming: The popularity of live streaming has ultimate immediacy, and this media format continues to grow as it allows for real-time, unscripted interactions with audiences.
- Niche Communities: Specific niche communities are worth targeting. What with? Tailored, authentic content delivered to smaller but highly engaged audiences.
- AI and Personalisation: Greater use of these tools can be leveraged to increase relatability and engagement.
2A3CXRE // Indian womans working on the Boar River Forest, Kaladhungi, Uttarakhand, India. // Fernando Quevedo de Oliveira
Key Marketing Strategies for Success
None of this has to be overwhelming – there are simple ways you can adapt:
- Collaborations: Partner up. Join forces with other creators or businesses to create authentic content that resonates with a wider audience.
- Data Analysis: If you aren’t already, use analytics to understand your audience better and tailor your content accordingly.
- Leverage Stock Content: Stock content, when used creatively, can enhance your authenticity. It isn’t a paradox. It can serve as a foundation for relatable stories, allowing you to focus on storytelling rather than production. Isn’t that good news?
What you can learn from all of this
Take time to invest in platforms that offer valuable resources to supplement your content. These resources offer a starting point that can be added to work that’s more relatable and authentic.
As dynamics change and consumer preferences turn somersaults, those who prioritise content that honours the values we’ve discussed here will undoubtedly lead the way in 2024 and beyond.
Some final words of encouragement? Trust the science, stay ahead of the anticipated trends, and use the best marketing strategies to power your creative output. Your audience will thank you for it.