Authenticity as a means to differentiate for social marketers is reaching epidemic levels. What does it even mean to be authentic anymore? Do I need to do a video blog and show you that I have dirty laundry or that I have wrinkles on my forehead too? Do I need to purchase an expensive microphone and set my office up to look like a professional studio? Do I need to sell you a course on how to make a course? What is real anymore?
Is it real if it’s on video? It definitely feels like it with all of the annoying posting of video rants on Facebook, YouTube, Snapchat and Instagram by everyday people. If it’s not the shaking of the camera then it’s the thinking out loud that is just flat out agitating. But is this just a fad or is it going to get worse? I think it’s reality TV at it’s worst!
Consider live streaming video; Periscope, Meerkat, and now Blab. Appropriately titled, now one can download the app or go to the website and listen to people blabbing about any and everything. And if you aren’t blabbing then you can just express your “feeling” for who is in the hot seats, how they look, what they wear and what they are saying (winging) off the top of their head. If prepared conversation were an art form then Blab is on the way to killing it.
And if live streaming video isn’t killing the idea of preparation then it’s harming the idea of trust. There is a tremendous risk for showing up “as is.” In society we put thought leaders on a pedestal and think that these thought leaders are gods. The moment we see them for just everyday people that aren’t much different than ourselves then we say “I can do that too.” In many instances when people think they can do that then they don’t pay others to do that.
For those that are depended upon for being a thought-leader then consider taking a step back and watch what’s happening in the live streaming video space before you just jump in.