For Today’s Young Creators, Chaos Reigns: Embracing Authenticity and Spontaneity
In the ever-evolving landscape of social media, the old adage of 'less is more' is being redefined. The polished and perfect are out, and the candid and messy are in. This shift in consumer preferences is reshaping the strategies of young creators, who are now embracing authenticity and spontaneity to connect with their audiences.
The rise of TikTok has been a game-changer, with its short-form videos and quick editing style. These videos stand out as genuine and relatable, offering a refreshing contrast to the glossy luxury and AI-generated content that often dominates social media. Lindsey Gamble, a creator economy marketing consultant, explains, 'It's like having a FaceTime or Zoom call; it feels more personal than traditional media interviews.'
This shift towards more spontaneous content has its benefits. With minimal editing required, creators can produce a higher volume of content quickly. Jake Kind, a TikTok creator known for his comedic videos with his late grandmother, emphasizes the importance of authenticity. He says, 'It has to be super candid, not on purpose but literally just filming in the moment.' This approach has helped him amass nearly 700,000 followers.
However, the key to success on social media is not just about authenticity but also about consistency. Posting multiple times a day is now considered a strategic move, rather than a sign of desperation. Victoria Paris, a TikTok creator with 2 million followers, openly shares her strategy of posting 10-plus videos daily to boost visibility and grow her audience. This 'spaghetti-at-the-wall' method, as Gamble calls it, can be risky. It may lead to oversharing personal details or spreading misinformation if not fact-checked.
Balancing consistency with restraint is crucial. Kind advises, 'Give people enough without becoming annoying.' TikTok's algorithm, he notes, allows content to breathe by not showing everything at once, unlike other platforms. This approach encourages creators to focus on quality over quantity, ensuring their content stands out in a crowded space.
As the social media landscape continues to evolve, the long-term strategy for young creators is to build a dedicated audience within a specific niche. Gamble emphasizes, 'It's about having the right followers, not just the most.' This approach is essential for monetization and brand partnerships, as it fosters a genuine connection with the audience.
