Marketers: Authenticity is Good

Let me make it simple for all you marketers trying to “sneak” inside online video.

Authenticity is good.

You can pitch a product in an entertaining viral fashion and be totally honest about it. I know of at least five guys and one girl who get good results doing just that, maintaining their credibility so they can leverage it to continue endorsing your products to engaged audiences. Have you gotten so used to disposable actors and disposable audiences that you can’t deal with real communities?

All it takes is one line in the video description. That’s it. It won’t kill you. Have you gotten so used to telling lies in offline media that you can’t type out one sentence of truth in online media?

Authenticity will let you keep the viral buzz, minus the PR backlash. That’s good business in anyone’s book.