Generation Z has dramatically changed the rules of the marketing game; today, it is vital for brands to keep things real if they plan on staying alive, and creating content that sells. The success of your live shopping platform depends as much on the quality of the video technology as on the authenticity of the content created.

The growth of influencer marketing indicates a shift in consumers' perception of advertising. Traditional communication strategies are not as effective as they used to be, and can even be harmful to your business in some cases. In fact, a study shows that 42.7% of the world's internet users use ad-blockers, and the main reasons are the quantity and irrelevance of the advertising content found online. This not only signifies that ads have way less reach than they used to, but also that internet users just don't want to be confronted with ads anymore.

Beware of fake content

Shoppers feel that someone is trying to trick them when they spot fake content, which is very counter-productive for a brand or retailer trying to increase sales. Stock photos, unrealistic beauty standards, big advertising headlines and sponsored articles all fall in the category of "fake marketing", which is being ever more perceived as dishonest. Moreover, it is important to say that also influencers and content creators have to beware of not being labelled as fake, as this would lead to dire consequences for their careers. Take the case of Rawvana, a content creator promoting a strict vegan lifestyle. She had been building her followership for six years before getting caught eating fish on video, and this ended her career in a matter of days.

The power of authenticity

Authentic content creators are all about "keeping it real", and are not afraid of being themselves in front of a camera. People connect with them because they can relate to the reality of their lives. The content created aims at entertaining, connecting and informing, instead of selling or manipulating. Trust, engagement and high sales conversion rates are the key benefits that will arise from the value and entertainment provided by proper shoppable content. To own such powerful content, you simply need to let your creators be themselves and do their thing. But what can you do, to increase the authenticity of the content created for your online store?

1- Find good fits

Build a pool of creators that naturally fit to your identity and the nature of your industry. Your top customers could be your best content creators, as they are genuinely into your products and can effectively communicate their benefits in their own authentic words.

2- Stay away from the studio

Promoting outdoor sports products will perform way better if it's done in the woods instead of in a studio. Shoppers are interested in witnessing how products are used, and will perceive the content as being more convincing, if they are shown the real context in which they are used.

3- Inspire instead of directing

You as a retailer or brand, are collaborating with your creators. Feel free to share your best cases, brief them about your brand identity and expose them to inspiring content and stories within your industry, but do not give them a script to read from.

4- Support them

Creators will perform best if they feel they are part of your family, and know they can count on you to realize their content creation vision. Sending them small gifts or products will go a long way, especially if there are no strings attached. Give them feedback when you can and keep them on your good side!

The times are changing fast, but they are taking a positive turn! When it comes to creating top quality content, we're here to tell you that there is not much for you to do, and very little money to invest! Let creators be themselves on your video shopping platform, take your shopping experience to a new level, and enjoy the high conversion rates of your best selling content!

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