Why Authenticity and Video Rule Social Media in 2025
Keeping it Real: Why Authenticity and Video Rule Social Media in 2024 (and Why You Need to Catch Up!)
Remember the good ol' days of social media? Posting a static product photo with a few hashtags and calling it a day? Yeah, me neither.
Okay, maybe I do. It was 2019. But let's be real, social media has evolved faster than a runaway train. Today, it's a whole different ball game, and if your strategy hasn't kept pace, you're probably getting left in the dust.
The Authenticity Equation
Back in 2019, brands could get away with a polished, almost "fake" online persona. Now? Forget it. Consumers, especially Gen X, Millennials, and Gen Z, crave authenticity. They want to see the real people behind the brand, the struggles, the wins, the everyday messiness.
Think about it:
Influencers showing "get ready with me" routines, complete with bedhead and coffee breath.
Brands posting blooper reels and behind-the-scenes glimpses of their team.
CEOs hopping on live streams to answer questions and address concerns directly.
This shift towards authenticity is driven by a desire for connection. People want to feel like they know the brands they support, like they're part of an inside joke.
Video Killed the Static Star
Remember when a well-lit photo and a witty caption were enough to stop thumbs mid-scroll? Now, it's all about video. Short-form video, to be precise.
TikTok and Instagram Reels have taken the world by storm, and even Facebook and YouTube are prioritizing video content. Why? Because it's engaging, dynamic, and perfect for capturing attention in a fast-paced digital world.
The Buyer's Journey: Influenced by the Scroll
Here's the kicker: social media has become a major influence on buyer behavior, particularly for Gen X, Millennials, and Gen Z. These generations have grown up with (or readily adopted) social media and are accustomed to using it for everything from connecting with friends to shopping for clothes. They're more likely to:
Discover new products and services through social media ads and influencer recommendations.
Research brands and compare options by scrolling through their feeds and reading reviews.
Make purchasing decisions based on what they see on social media.
While Baby Boomers and the Silent Generation still use social media, they're less likely to be swayed by it when it comes to making purchases. This doesn't mean you should ignore them entirely, but it does mean you should tailor your content to the specific needs and preferences of your target audience.
So, what's a Maryland business owner to do?
Embrace video marketing. Start experimenting with Reels, TikToks, and live streams. Show off your products, your team, and your brand personality.
Get real. Let your authentic self shine through in your content. Don't be afraid to be vulnerable and relatable.
Engage with your audience. Respond to comments, answer questions, and foster a sense of community.
Know your audience. Understand who you're trying to reach and tailor your content accordingly.
Need help navigating the ever-changing world of social media?
As a Maryland business owner, you're in luck! I specialize in helping businesses like yours develop and implement effective social media strategies. From content creation to Google review management, I can help you build a strong online presence that drives results. Contact me today for a free consultation.
