TLDR: In the post-algorithm era, where social media platforms are more crowded than ever, authenticity is your ticket to standing out. By focusing on genuine, audience-centric content, creative agencies can master social media marketing through strategic video production and commercial photography that truly resonates.
This is a follow-up post to our recent story about “Have we entered late-stage social media?” It seems like every other week we’re saying social media marketing isn’t what it used to be. With algorithms constantly evolving, the days of simple chronological feeds are long gone. Now, you’re up against a barrage of content, all competing for the same slice of your audience’s attention. So, how do you cut through the noise? The answer lies in authenticity.
The Shift to Authenticity: Why It Matters Now More Than Ever
In this new era of social media marketing, authenticity is a necessity. Algorithms are designed to prioritize content that fosters genuine engagement, which means superficial posts won’t make the cut. Your audience craves real connections, and they can spot inauthentic content from a mile away.
• Trust is Key: Authenticity builds trust, and trust builds loyalty. When your audience feels like they can relate to your content, they’re more likely to engage, share, and stick around for the long haul.
• Standing Out in the Crowd: With so much content out there, being authentic helps you stand out. Instead of trying to please everyone, focus on what makes your brand unique.
• Engagement Over Everything: The algorithm loves engagement. Authentic content naturally invites interaction—whether it’s a comment, a like, or a share. The more engagement, the more visibility your content gets.
Authenticity isn’t just a trend; it’s the foundation of successful social media marketing in the post-algorithm era.
Crafting Authentic Content: The Role of Video Production and Commercial Photography
So, how do you create content that’s not only authentic but also visually compelling? This is where the magic of video production and commercial photography comes into play. Your visuals need to tell a story that resonates with your audience on a deeper level.
• Video Production: We mention time and time again that attention spans are shrinking (or are they?) — video is your best bet for capturing and keeping attention. But it’s not just about flashy visuals—it’s about telling a story that your audience can connect with. Whether it’s a behind-the-scenes look at your creative process or a candid interview with your team, video offers a dynamic way to showcase authenticity.
• Commercial Photography: High-quality images are still a crucial part of your social media strategy. But instead of staged, overly polished shots, think candid, real-life moments that your audience can relate to. Use commercial photography to capture the essence of your brand in a way that feels natural and unforced.
Video production and commercial photography are powerful tools in your arsenal for creating authentic content that cuts through the clutter.
Strategies for Creative Agencies: Leading the Charge in Authentic Content Creation
As a NYC-based creative agency, (we and hopefully) you’re in the business of bringing brands to life through content. In the post-algorithm era, your approach needs to evolve. Here’s how to lead the charge:
• Client Collaboration: Work closely with your clients to understand their brand’s core values and mission. Authenticity starts with a deep understanding of what makes the brand tick.
• Story-Driven Content: Shift your focus from selling products to telling stories. Stories are what people remember and share, so make sure every piece of content has a narrative that aligns with the brand’s identity.
• Platform-Specific Strategies: What works on Instagram might not work on LinkedIn. Tailor your content to fit the platform while maintaining consistency in authenticity. Know where your audience spends their time and meet them there with content that feels native to that platform.
• Measure What Matters: Don’t just chase likes—focus on metrics that matter, like engagement, shares, and comments. These are the true indicators of how well your authentic content is resonating.
Creative agencies must adapt by embracing story-driven, platform-specific content that prioritizes genuine engagement over vanity metrics.
Looking Forward: The Future of Social Media Marketing
As social media continues to evolve, one thing is clear—authenticity will remain at the forefront of successful marketing strategies. The brands and creative agencies that can master this balance of genuine storytelling through video production and commercial photography will not only survive in this saturated landscape—they’ll thrive.
So, what’s your next move? Focus on creating content that feels real, resonates with your audience, and stands the test of time. Because in the post-algorithm era, it’s not about beating the algorithm—it’s about creating content that the algorithm can’t help but love.
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Raised Media Co. is a NYC-based commercial photography and video production agency specializing in experiential visual content. We help brands and personalities tell compelling stories through high-impact photos and videos.
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