Aesthetics vs Authenticity: the Social Media battle of 2024

In 2023, brands sacrificed aesthetics for the marketing buzzword of the year: authenticity. Now they’re paying the price.

Aesthetics are your first impression - your humble handshake, if you will.

They give you a clear image of a brand, letting you know who they are, and what demographic they’re for.

Prior to UGC, aesthetics were kind of all brands were thinking about - there was no such thing as a strategy, it was just look good, and send sh*t to influencers.

With the rise of UGC we saw the old ways ditched completely, with some businesses benefitting greatly and increasing their sales by the masses.

But for luxury and higher-end brands, ditching aesthetics altogether might not have been the best move.

Authenticity is important - don’t get me wrong.

Authenticity fosters trust and connection with your audience.

Genuine and relatable communication helps to humanise your brand, and also encourages engagement, as users are WAY more likely to interact with content that feels real and community-based.

Modern consumers also value brands that align with their values, and allowing your brand to express its identity resonates with those who share similar perspectives.

It makes your life feel EASY… until it doesn’t

The number one reason businesses ditch everything for the praise of relatability is because it offers adaptability in content creation. A strategy based on authenticity doesn’t require a rigid adherence to a specific visual style, which lets you evolve and experiment based on changing trends.

BUT this trend-chasing strategy won’t work forever, and if you’re ONLY focusing on authenticity, you might run into some problems…

A lack of attention to aesthetics won’t help your content to stand out, nor will it let your customers recognise you.

If your visuals are inconsistent or lack appeal, it’s going to be a challenge for your audience to identify and remember your brand amidst the vast array of content on social media.

Not only that, but it’s making you look unprofessional

Aesthetics subconsciously contribute to a brand's perceived professionalism, and if you’re in the higher-end of your market, you could potentially be ruining your own credibility.

Plus, platforms like Instagram and Pinterest rely heavily on visual content, and neglecting aesthetics may limit your ability to leverage the full potential of these platforms and connect with audiences that prefer visually-driven content.

Not to mention some industries (fashion, beauty, lifestyle) see visuals playing a much more important role, and the businesses that prioritise aesthetics are able to gain a significant competitive advantage.

It’s all about balance, baby.

Here’s the kicker - Aesthetic content may be visually appealing, but if it lacks authenticity, it may fail to establish a genuine connection with the audience.

This is where you need to strike a balance that works for you - How can you create authentic content that’s visually-driven?

Firstly, you need to develop an authentic content strategy for your business that involves UGC creators and influencers you can TRUST to create honest, relatable content.

You should be thinking of ways to show up as a relatable, down-to-earth brand from the get-go - it’s a given, not the whole strategy.

And once that’s sorted, you need to be investing in the right creators and team, because your authentic content won’t be scroll-stopping if it’s not visually appealing.

The two work hand in hand, and their strategies should be interwoven.

You know your business better than anyone, and you know who will represent it WELL.

So choose wisely, Indianna.