I’m just going to get this out of the way: there is no such thing as “authentic content.” It’s funny, after the first sentence my wife asked me what I’m writing about and, when I told her, she said, “Yeah. Content is content.” She’s right: content, no matter how you dress it, is just content. Which is a weird thing to say considering I’ve been one of the main people pushing the importance of “authenticity” for the last decade. That doesn’t make me unique. I bet if you threw a rock in any direction, you would hit at least two digital strategists listing “authentic content” as one of their strategic tent poles.
Do me a favor the next time someone tells you how important authenticity is to a content strategy: ask what they mean. I bet getting a clear definition with concrete, consistent examples will be harder than you think.
Why is that?
Simply put, the phrase “authentic content” has been overused more than any other term this side of “disruption.” It’s a cliché that brands fall back on because it’s what their audience says they want. The problem is that if you don’t provide definitions, what you are left with is the idea of authenticity. The problem with ideas is that when they aren’t grounded in actionable goals, they can turn into myths, and myths can feel larger than life. Which puts your social media managers in a bind, because how do you make a myth real? Better yet, how do you explain how it connects to your larger mission? Take it from someone who has tried — it’s tough.
But, don’t fret. While I can’t tell you what everyone considers “authentic content,” I’m confident I can put you on the right path.
Personality over polish is good, but culture is what really matters.
There came a point in time when people became obsessed with the idea of lo-fi content, and it makes sense. The barrier to entry is lower, and it reflects what your audience normally sees in their FYP. The problem is that it’s a bit of a cop out because instead of doing the work of injecting your ethos into your content, you’re hoping the audience equates a lack of camera quality with realism. Look at this high-quality Wake Forest baseball TikTok from early this year and tell me you don’t get a sense of who they are and what they stand for.
It’s the puzzle pieces, not the puzzle
Strategically speaking, looking at the bigger picture is vital to your long-term growth as a communications team. But… if your goal is to connect with people on a personal level, taking a bottom-up approach is key. No one cares about the exact wording of your mission statement, but they do care about the people who make you who you are. This 2024 video from the University of Georgia highlighting one student’s experience with the campus turtles is one of my favorite pieces of content ever created by a university. To make it even better, you not only learn about the student, but you also learn about something you can do at Georgia if you attend. Chef’s kiss!
Make it feel like they are there
Experiential content, in other words, content that makes you feel like you are there, should be a key tactic in whatever strategy you develop. One of my favorite social accounts in higher education is the Department of Physics and Astronomy at Texas A&M University’s YouTube channel. I talk about it all the time, because I think it’s perfect. Watch this professor explain quantum effects and tell me you don’t feel like you are in the classroom.
Over the last 15 years, I’ve learned that this job can get really stressful. For some, content creation is a science; for others, it’s an art; for some, it’s a curse; but it can be baffling for everyone. This is especially true when we start using buzzwords with no clear definitions.
My final bit of advice is to block anything that feels vague or generic. Don’t add anything to your strategy that isn’t easy to explain. And also be ready to explain how it connects to your overall mission.
So the next time someone pitches you on “authentic content,” ask them: can they point to the personality, the person, or the moment that makes it feel real? If not, it’s not authentic — it’s just content. And now you know the difference.
