A new shift is happening in the world of content marketing. The content that receives the most engagement is usually raw and unfiltered. This is particularly the case among Gen Z, with a 2024 YP report showing that 71% of them prefer raw content over polished content from influencers. 

This is one reason genuine and raw content takes over our timelines and is among the content that goes viral on social media. In this article, we will look at the reason for this shift and how your brand can position itself to benefit from it. 

What is Raw or Authentic Content?

Raw or authentic content shows the real side of creators, including their imperfections, the messy, and the human side of life. It involves sharing moments and stories as they are without any heavy editing, filters, or trying to look flawless. This requires a shift in the tone, energy, format, and honesty of the creator. It can be seen in various ways, such as:

•  A creator looking at how a product looks in natural lighting without any filters. 
•  Any influencer showing their morning routine in a messy bedroom. 
•  A man showing a last-minute hack for creating a lunchbox with the brand's logo. 

These kinds of moments may not win awards, but they win the trust of your audience.

Why Raw Content is Winning Over Polished Content

Authentic content is taking over for several reasons, such as:

• Relatability. People are already craving connections, meaning they want to see the real lives of people rather than their polished versions. When social media users come across polished content, they relate to the mess, struggles, and imperfections of the creators.
• Trust. We live in a world filled with fake news and ads that seem too good to be true. This has made people lose trust in this kind of content. On the other hand, authenticity helps brands gain the trust of their followers.
• Engagement. Real content trends to spark real conversations. When people share an honest and genuine post, social media users are likely to comment, engage, and share their own experiences. 
• Simplicity. Creating polished content can be exhausting, while making raw content is easy.
• Humanity. Authentic content shows our human side, which can be quite powerful.
• Fresh breath of air. In social media feeds that are filled with studio-quality ads, you can start by using a casual front-camera vlog. 
• Spontaneous. Most sponsored content is polished, which creates the impression that the brand is only showing its positive side. On the other hand, when a creator talks freely about a product, the audience sees it more as a review or recommendation rather than a marketing strategy. 
• Build connections. When creators share their struggles, mistakes, and unedited moments, they remind their audience that they are just like them. 

How Brands Can Leverage Raw and Unfiltered Content 

Many forward-thinking brands are now shifting their content creation to raw and unpolished content. They are doing that in different ways, such as:

Showing Behind-the-scenes Images

You can use behind-the-scenes images to give your audience insights into your work and processes, making them feel like they can view your work as transparent. For instance, a cake-baking business can create videos of their staff baking or even decorating a cake. This can show their audience the skills and efforts that each product makes. This will not only humanize your brand, but it can also help you appreciate your brand offering.

To start doing that, ensure you always have your phone handy, ready to capture those special moments. While not all your videos will be worth sharing, you might find a gem that is.

Leverage User-Generated Content (UGC)

We cannot mention authenticity without mentioning UGC, as this is one of the most effective tips. When customers share content about their brand, it creates a feeling that the content is genuine. You don't have to wait for time to do so, as you can also encourage them to post unfiltered photos and use a certain hashtag.   

This will provide you with a lot of authentic content, which can also boost engagement and create a sense of community. When they make the content, respond to them, like their content, and share it with their permission.

Do Live Q&A Sessions

Live sessions on Facebook, Instagram, and TikTok offer an excellent way to connect with your audience and discuss specific topics in your industry, share updates, or even answer their questions. Due to the interactive nature of such sessions, you can keep your audience engaged.  

It can also be a good idea to identify and capture the few snapshots, short comments, and videos from such events to repurpose them. You can then share the video using Stories or Shorts to capture your audience's attention.

Share Real-time Updates

By sharing real-time updates with your audience, you can keep them informed. This could be an upcoming product launch, a sneak peek at the product, or even your new office. Such content can help to keep your audience excited and invested in your brand. For instance, when releasing a software update, you can include your screen recording images showing the new features. 

Include Customer Testimonials

Customer testimonials can help you build trust with your audience, especially since they are often unpolished. Therefore, contact your satisfied customers and ask them to provide you with a raw and honest review. You can then share the reviews on your social media pages or website. 

In Conclusion

While raw content may look imperfect, it can be a good choice for adding a layer of relatability and authenticity to your content. Such content can help build trust, differentiate your brand, and ensure a steady flow of high-quality content. Therefore, don't be afraid to start posting raw and unpolluted content. Your audience will love it and trust your brand more. 

You can also use the tips above to leverage raw content for your brand. When doing so, remember to always speak directly to your audience and make them feel they are part of the conversation.