That was the theme of TikTok creative strategist Deanne Hofhuis' masterclass - the magic of authenticity.
Hofhuis said most consumers are immediately able to tell when a video on social media is an ad because it is removed from their reality.
“When you see something that is so clearly an ad then you swipe,” she said.“We are all so sensitive to inauthenticity and we have all heard someone who sounds like a car salesman. That is such an insult [to consumers] because we all really value authenticity and value people who put themselves forward as real.”
She said brands need to create content that feels natural and that belongs within the online community.
“Make sure that it feels native and it feels authentic for the platform,” said Hofhuis.
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An example she puts forward is airline RyanAir which has taken ownership of the worst parts of its brand to make itself appealing. They own that they have very few perks and sometimes do not deliver on their promises, but this makes them cheap and affordable.
"There are some brands that have started seeing how people actually use their products and are rethinking them and remarketing them...so we need to keep checking how the products are used,” said Hofhuis.
Hofhuis’ three drivers of influence:
When brands move away from idealism this is when they will see a real return on investment on their campaigns.