I came across a new video trend on TikTok the other day. Using Google’s latest AI video creator, the software generates remarkably realistic sounds and videos. A trend appeared using this AI to create ASMR videos of glass fruits being cut. And to be honest, while it certainly looked cool, I didn’t feel anything about it. Kind of a “What’s the point?” type of thought. 

And I think that as a result, that post took away from the feeling that makes social media so special: authenticity. It felt shallow and without true contention. And in a world where we are bound to phones, authenticity is more important than ever and needs to still be here despite this rise in AI. Here’s why.

What makes Authenticity so Special?

Authenticity is one of the most important aspects of social media. When a business or person is creating content, it means considering the audience not just consumers, but as everyday people as well. It means considering their feelings and understanding that the content you release has an impact on people. Social Firm says that:

“Authentic brands focus on creating meaningful connections through honest engagement with their target audience.”

Your audience isn’t your consumers, they are your friends. To truly connect with people, a business must learn to be honest and create trust.

What AI Lacks and Authenticity Has

And trust is what AI lacks. Here’s an example. Imagine you see an ad trying to sell a pizza to you. It looks good so you buy it. But when it arrives, it looks nothing like the photo. And then the company comes out stating they used AI as their content. How does that make you feel? Even if the pizza was delicious, no matter what, you were lied to.

That’s what makes authentic content have the advantage over AI. Honesty prevents misinformation, and that is the last thing you want to do as a brand. Upwork states that misinformation is one of the leading problems with AI. Whether it’s text, photos, videos, or more, AI can create assumptions. That can lead to misinformation about your product. Building trust means showing that you are honest. Even if your content doesn’t start well, building trust on a lie only leads to problems. 

Honestly, Be Honest

I’m not saying AI cannot make content creation easier. But if a business wants to promote its content, they have to consider the audience’s feelings and humanity. AI shouldn’t be used as the main way of gaining an audience’s trust. And if you do use AI, then tell people you do. Likable Social Media ultimately says it best:

“Just as in a relationship between two people, openness and trust help a connection grow.”