In recent years, the world of social media has exploded, with billions of people logging on to their favourite platforms every day to consume content. With this surge in social media usage, the role of content creators has become increasingly important. However, as we continue further into 2023, audiences are placing a greater emphasis on authenticity and reality, rather than aspirational content.
Gone are the days where audiences looked up to content creators solely for their lavish lifestyles, exotic travel, and designer clothes. In 2023, audiences are more interested in real people, with real experiences and stories to tell. This shift in audience behaviour has been driven by a number of factors, including the rise of social justice movements and mental health awareness.
Firstly, social justice movements such as #MeToo, Black Lives Matter, and climate change activism have brought attention to the importance of representation, diversity, and inclusion. Audiences are no longer satisfied with seeing the same privileged, homogenous group of content creators dominating their feeds. Instead, they want to see people from all walks of life, with different perspectives and experiences. They want to see creators who reflect their own lives and experiences, and who can use their platforms to amplify marginalized voices.
Secondly, the pandemic in 2021, highlighted the importance of mental health and self-care. With many people struggling with anxiety, depression, and burnout, audiences are looking to content creators who can provide them with a sense of comfort and support. This means that content that is aspirational, unattainable, and out of touch with reality is no longer desirable. Instead, audiences are seeking out content creators who are honest, vulnerable, and relatable, and who can provide them with a sense of connection and community.
Finally, as the world becomes more digitally connected, audiences are becoming increasingly aware of the impact that social media can have on their mental health and wellbeing. With the rise of mental health awareness campaigns and movements, people are starting to recognise the negative effects of constantly comparing themselves to others online. This means that aspirational content, which often promotes unrealistic beauty standards, unattainable lifestyles, and excessive consumerism, is no longer as desirable as it once was. Instead, audiences are looking for content that promotes self-love, body positivity, and sustainability.
So what does this mean for content creators? In short, it means that they need to be more authentic and real than ever before. This doesn’t mean that they can’t still create beautiful, aspirational content, but it does mean that they need to be transparent about the behind-the-scenes reality of their lives. They need to be open about the struggles, setbacks, and challenges that they face, and they need to show their audiences that they are human, just like them.
One way that content creators can do this is by using their platforms to raise awareness of important issues and causes. By using their influence to promote social justice, diversity, and inclusion, they can show their audiences that they are more than just a pretty face or a glamorous lifestyle. They can use their platforms to educate, inspire, and empower their followers, and to create a sense of community around shared values and beliefs.
Another way that content creators can be more authentic is by showing the reality of their lives, rather than just the highlights. This means being honest about the ups and downs of their personal and professional lives, and showing their audiences that they are not perfect. By sharing their struggles and vulnerabilities, they can create a deeper sense of connection with their followers, and inspire them to be more open and honest about their own lives.