Culture

Bye-Bye Boring: The Rise of Real

by The Luupe

While everyone's chasing the next big trend in digital marketing, one truth remains constant: audiences connect with what's real.

As synthetic content floods our feeds, authentic storytelling has never been more powerful — or more necessary.

But what does authentic really mean for brands, especially when it comes to visual content? Let's explore why keeping it real is the key to standing out and building lasting customer relationships in today's marketplace.

Photo by Luupe member Jyo B — licensable on The Luupe.

The Power of Authenticity

The numbers don't lie - authenticity sells. According to recent research:

88% say trust is critical when deciding who to buy from (Edelman)
90% of consumers want to know if an image is AI-generated, and 87% value image authenticity. (Accenture)
59.9% of people are questioning the authenticity of online content more than before (Accenture)

In a world where consumers can easily find alternatives if a brand doesn't resonate, these statistics underscore just how crucial it is to create content that feels genuine and relatable.

Where Brands Go Wrong

Despite the clear benefits, many brands still struggle to create truly authentic content. Here are some common pitfalls:

Over-relying on low-quality user-generated content (UGC): While UGC can be powerful, curating only the highest quality submissions is key.
Jumping on AI-generated content too quickly: While AI tools can be useful, they often lack the human touch that makes content feel real.
Misreading current trends: Trying too hard to be "hip" can backfire if it doesn't align with your brand identity.
Using generic stock imagery: Cookie-cutter visuals fail to showcase a brand's unique personality and values.
Neglecting diversity and inclusion: Aside from simply being the right thing to do, not prioritizing DEI can also hurt your bottom line. Authentic representation matters to today's consumers.

The Secret Sauce: What Works

So how can brands create content that truly resonates? Here are the ingredients for success:

Showcase Real People (Beyond Influencers)

While influencer partnerships have their place, featuring everyday customers and employees can create deeper connections. Clothing brand Aerie has seen massive success with its #AerieREAL campaign, which uses unretouched photos of diverse, non-professional models.

Embrace Lifestyle Content

Show your products or services in real-life contexts. Airbnb's Instagram feed is a masterclass in aspirational yet attainable lifestyle content, featuring both professional and user-generated photos of unique stays around the world.

Go Local

Localization goes way beyond translating copy — it’s about reflecting the culture and nuances of specific markets. McDonald's "Famous Orders" campaign nailed this by tailoring meals to regional preferences, collaborating with artists and celebrities from different cultures, and adapting marketing visuals accordingly.

Prioritize Diversity

Ensure your content reflects the full spectrum of your customer base. Fenty Beauty disrupted the cosmetics industry by showcasing its products on models with a wide range of skin tones, setting a new standard for inclusivity.

The Payoff: Benefits of Authentic Content

When brands get authenticity right, the rewards are significant:

Increased trust and genuine connections
Improved engagement rates
Higher customer retention
Stronger brand awareness
Increased conversions

Perhaps most importantly, authentic content helps brands build emotional connections with consumers. As the 2024 Edelman Trust Barometer reports, most professionals now rely on online research over other sources when seeking information about new technologies and innovations. This means your digital content needs to work harder than ever to establish credibility and trust.

The Personal Touch

Personalization is another key aspect of authenticity. A study by AgilOne found that over 70 percent of shoppers want brands to deliver some type of personalized experience. This doesn't just mean using a customer's name in an email - it's about creating content that feels tailored to their interests, needs, and values.

Looking Ahead

As we move further into 2025 and beyond, the importance of authenticity in brand content will only continue to grow. Brands that can master the art of "keeping it real" while still maintaining high production values and strategic messaging will be the ones that thrive.

Remember, authenticity isn't just a buzzword — it's a long-term commitment to transparency, relatability, and genuine connection with your audience. By embracing these principles in your content strategy, you'll be well-positioned to build lasting relationships with customers in an increasingly competitive digital landscape.

ABOUT THE AUTHOR

The Luupe

The Luupe is a global marketplace for exceptional visual storytelling.

We are home to a community of professional photographers, directors, and creators with deep experience crafting visuals that resonate and cut through the noise.

In a time where visuals are increasingly machine-made, we're on a mission to keep human creativity at the heart of brand storytelling. That's why we built a platform where real stories thrive, powered by real creators who bring genuine perspective and emotion to every frame.