authenticity

Authenticity refers to the quality of being legitimate or genuine.

Authentic media and content refer to products that stay true to their brand, rather than conforming to other standards. Advertisers try to make their content appear authentic to appeal audiences and build trust. Consumers and audiences often judge the authenticity of content based on the company’s or individual’s previous appearances and branding. If an individual changes their values or promotes something that went against their previous stance, then the individual could be viewed an inauthentic and disingenuous. For instance, if a company knowingly advocates for animal rights, but partners with a group known to participate in harmful activities, then that could cause claims of inauthentic marketing.

Companies, content and individuals often appear inauthentic if their brand voice changes and they present themselves differently to their audiences – especially, when the ideals or values are contradictory. These groups may focus on outside competition and change their presentation and marketing style. If a particular trend is performing well in digital platforms, an entity may jump on the bandwagon, seemingly abandoning their typical brand style. Authenticity could also be related to the type of content being covered, the types of keywords used in marketing endeavors, and the promotional partners being worked with — among others.