Has the push for authenticity on social media made it more fake than ever?

It seems since Covid-19 that more and more people are interested in seeing brands, businesses and influencers be authentic in their marketing. 

Whether this is influencers showing their day to day lives or the current stigma around paid promotion on products, consumers are becoming more tuned in to un-authentic content.

We've all seen brands try too hard to be real, but it can be difficult to get the perfect balance.

Whilst we believe social media should always be open and honest to build a long-lasting and trusting relationship with your consumers.

According to this recent article in the Guardian, the push for authenticity on social media has potentially made it more fake than ever.

Has it pressured brands to share content that appears authentic, but is actually staged to look that way?

As consumers become more aware, it's crucial for brands to ask themselves if they are truly being authentic, or are they simply performing authenticity?

How is your brand navigating the authenticity dilemma on social media?