In a rapidly evolving mediascape, the way in which individuals and brands present themselves online is subject to drastic change based on current trends. A noticeable shift towards more honest and relatable social media presences calls into question the ‘authenticity’ of authenticity.

INFLUENCER INFLUENZAL

There is no doubt that there is an increased social aversion to the perfectly curated Instagram accounts of beautiful influencers in lavish locations, ‘living their best lives’. Millennials are constantly reminded of the severe mental health crisis that their generation is suffering, in large part due to constant exposure to the unattainable lifestyles of individuals who seem to be better off. Social media once offered an authentic level of representation and a participatory media experience that centralised communications did not. But as ‘the self’ becomes the 21st century’s most vital branding tool, the intense commercialisation of the individual has arguably reduced Instagram and other platforms to an industry akin to commercial advertising; where the priority is to sell products by perpetuating a feeling of inadequacy or lacking within its consumer base. For this reason, many young people are more selective with the accounts that they follow, with some even making strides towards a social media-free life. “Sorry I didn’t see your message, I was on a social media cleanse last week” is becoming a familiar phrase amongst millennials, exposing the need for people to take a break from their online life which is in some way impeding the productivity of their offline life.

AUTHENTICITY AESTETCHICS

In an attempt to retain followers and brand awareness, ‘realness’ has become the name of the game, with Forbes stating that “authenticity is the most critical part of your social strategy”.* The trend of heavily filtered and edited posts of influencers with ‘perfect’ bodies in ‘perfect’ settings is visibly shifting towards a more honest depiction of lifestyle and identity. An ‘anti-influencer’ aesthetic has become fashionable, where the mundaneness of the every day is celebrated in an effort to connect with consumers through relatability as opposed to unattainability. High-profile television personality and social media star Maya Jama is a figure engaging in such online behaviours, becoming well known for documenting her facemask routines whilst travelling, as well as uploading unflattering selfies in a conscious effort to ‘keep it real’. After all, no one looks perfect all the time!

Furthermore, there is a noticeable trend in exposing one’s emotional imperfections, as well as physical imperfections. Public figures feel more empowered than ever to share personal stories of trauma, illness, loss and heartbreak, showing their followers that despite how they may portray their seemingly faultless lives on Instagram, they indeed experience times of struggle like everyone else.

Is this newfound desire for openness and honesty in correlation with an increased social awareness of mental health, body positivity and identity politics? Or is it merely a performative function of an authenticity aesthetics social media strategy? Perhaps it’s a bit of both. Of course, many influencers have taken the opportunity to use their platform to spread awareness about important social issues. But it is easy to see how, through the adoption of certain visual and rhetorical devices, the aesthetics of authenticity could be exploited without putting authenticity into practice. And understandably so, when the rewards for an individual or a brand are a trusting and loyal consumer base.

DIVERSIFYING THE MEDIASCAPE

Either way, there is no doubt that the authenticity aesthetics movement, however authentic it may be in actuality, is shifting the hierarchical structure of Instagram and other platforms. It could be argued that the desire for more genuine representations of identity and lifestyle has contributed to the rise in popularity of minority voices. Social media has provided a space for LGBTQ and BAME communities to connect and develop a prominent online (and offline) culture. Vital conversations surrounding discrimination and inequality, which are often left out of mainstream narratives, have been allowed to take centre stage. That’s not to say that these voices are completely unremoved from a profit-motivated agenda. However, there is an undeniable level of authenticity that has been built around certain individuals and brands, one that authentically represents our diverse society.

For influencers and brands going forward, it is important to remember that ‘realness’ now sells. This means that a perfectly manicured feed depicting a perfectly manicured life may no longer gain an optimum audience response. People want to buy into others that represent their diverse interests and share their diverse experiences. They want to see someone who has the same stretch marks that they do. Someone who shares the same anxieties and mental health issues. Someone who can’t afford to go to Cancun or the Maldives, and instead posts content from their flat in Walthamstow. Someone who doesn’t FaceTune their photos, and goes live with spot cream on their face. In 2019, the aesthetics of authenticity are vital in securing a consumer base that truly believes in and relates to what they see on their feed.

The aesthetics of authenticity: Sincere or strategy?