Merriam-Webster’s 2023 word of the year: Authentic
At some point a few years ago, social media content started to change. Gone are the days of perfectly filtered Instagram grids and super polished YouTube videos. Now, it’s all about those unfiltered iPhone photos, random photo dumps, and apps like BeReal that say, “Hey, this is me, no filter.”
Authenticity in practice
Higher ed institutions have begun to leverage this shift by incorporating real student stories and less scripted content into their social media strategies. This approach not only attracts prospective students but also builds a more relatable and trustworthy brand image.
At CSU, we’ve definitely leaned into this authenticity trend with our social media strategy. So let’s talk about A Ram’s Life, a YouTube channel where CSU students basically run the show. They vlog about their residence halls, classes, weekends with friends, advice for prospective students, and whatever else is going on in their lives. We don’t step in and script or edit their content. They share what they love (or don’t love) about their experience at CSU, and that’s exactly what makes it so relatable. It’s real, unpolished, and genuinely student-driven.
Gen Z and Alpha don’t want scripted content from an institution. They want real stories from real people.
Generational shifts
Unlike older generations (millennials 🫵) who may have been more receptive to traditional advertising and polished content, younger users are drawn to brands that exhibit realness and honesty in their communications.
They want brands (and universities) to keep it real. Research has shown that about half of all consumers prioritize authenticity as a top quality in the influencers they engage with, but this drops to 35% for Gen Z, who cares more about things like an influencer’s posting frequency and follower count (Sprout Social).
And while A Ram’s Life is just one example, we try to carry that authentic vibe across our other social media channels, too. Whether it’s showcasing student projects, faculty insights, campus events, or the Rams fans experience, we’re always thinking about how to keep it as true-to-life as possible.
It’s not just a trend anymore. It’s the standard.
The challenge of authenticity
While authenticity can enhance engagement and trust, it presents unique challenges. There’s a sweet spot between showing the real CSU experience and maintaining the polished image of a respected university. Yeah, we want to be authentic, but we also can’t let things get too casual where it compromises credibility. Institutions need to carefully plan how to integrate authenticity into their strategy without compromising their brand’s perceived professionalism and credibility.
That’s where strategic storytelling comes in.
Re-evaluating authenticity
Today’s signals for authenticity on social media are very different from what they were just a few years ago. Audiences now understand that raw video content doesn’t necessarily equate to authenticity, as even the most lo-fi videos are often scripted and planned. This doesn’t mean that more planned videos aren’t authentic, but that our definition of authenticity now encompasses more. It’s more reliant on brand building and value-driven content than ever before.
Conclusion
As new generations prepare for college, the priority of authenticity on social media continues to grow. Higher ed marketers have to adapt by embracing honest storytelling and transparent communication, reflecting the real experiences of their students and faculty. This shift is not just a trend but a fundamental change in how institutions should approach social media to connect authentically with their audience.
In the end, this whole authenticity movement is about connection. Gen Z and Gen Alpha want to feel understood, not marketed to. When we show real stories, we build trust. And that trust isn’t just a “nice to have.” It’s essential for creating meaningful relationships with prospective students.
So yeah, embracing authenticity on social media has been a game-changer. It’s less about showing a perfect CSU and more about showing the real one, because that’s what students are looking for these days. And the more we can keep it real, the better we’ll connect with the next generation of Rams.
P.S. I said “Authenticity” 22 times, including this last time.