With "authentic" being the latest marketing buzzword, marketers are increasingly struggling to produce the authentic content that consumers not only respond positively to, but also demand.
They have outgrown advertisements blatantly pushing product on them, and even the greatest creative or content execution only attracts a glance, if you are fortunate to even get the consumer eyeballs, whether trying to utilise traditional media platforms or digital. Instead they are wanting to see content that pulls them in, tells a story, and humanises your brand.
One of the best ways to achieve this is by utilising micro-influencers who have first-hand experience with your brand.
Authenticity is a welcome relief to consumers who live in a society where they constantly feel that they are being taken advantage of.