It’s a rare brand today that doesn’t aspire to be more authentic. But what does authenticity actually mean for most marketers?
What does it mean for a brand manager whose launch is next week? What does it mean to a social media manager whose omnichannel demand for photos is insatiable, endless, and growing?
For those in the trenches, “authenticity” is often a byword for inconvenience. It means not being allowed to use stock. It means not overlaying a gradient and text over a landscape. It means having to wait to publish. It means doing the difficult thing and hiring a professional photographer or videographer to capture a real moment, a real feeling, or a real customer.
But authenticity is a form of currency precisely because it can’t be faked. Real takes time. It takes work. It takes planning. And when the demand for photos has gone from four to 4,000 and budgets haven’t gone up, it can feel like an unattainable luxury.
So why then do many of the world’s biggest brands go through the trouble? Here at Snapwire we asked, can you assign a dollar value to authentic photos? Do they really perform differently?
Our search returned a resounding “yes.” Below, our findings.