Has authenticity become cliché? Creating authentic content is the mantra for a lot of social media experts, but I’ve been hearing more and more about some feelings that “authentic” has become an overused word.

Seriously? Authenticity isn’t going out of style. I don’t care how many people use the term. The reason it’s being used is because it accurately describes how businesses need to conduct themselves online.

It’s especially true when creating videos. Audiences can sense right away when a message isn’t genuine. Keeping it “real” is crucial if you want to connect with viewers.

Once they sense you’re trying to pull a fast one… you’ve lost them forever.

–Tony Gnau

 

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