Since its beginning and for many years, Instagram has been synonymous with perfection. People have been uploading glossy travel photos, highly edited selfies, and other photos that hardly represent reality or everyday life.
Having said that, if you were to scroll through Instagram today, there is a noticeable difference in how our feed is not as full of staged moments. Instead, there are more and more raw moments and unfiltered glimpses into real life.
Instagram users don’t want perfection anymore. They identify more easily and are looking for the truth instead. Which is why authenticity is such a valuable currency on Instagram.
Changes in User Expectations
People crave content that feels human. Instagram feeds that are curated and feeds that show real lives continue to grow in the gap. Whether it’s burnout among influencers or a lack of popularity for photo dumps, the cultural shift is noticeable. The demand for genuine human content exists.
One of the reasons behind this shift is Gen Z and its fluency in social media. They have an easier time recognizing fake content. The preference for genuine creators who show unfinished projects and other lowlights.
Trust Is the New Commodity
Trust has always been important, but the problem is that coming by genuine content is harder. The platform is full of sponsored posts, AI-generated content, and feeds that prioritize algorithms over authenticity.
Instead, it should be in the form of this formula: authenticity builds trust=trust builds loyalty=loyalty builds influence.
Instagram’s algorithm emphasizes deeper engagement, such as shares, comments, and saves. Genuine reactions weigh more than vanity metrics (likes on a post). Authenticity encourages real conversations, and these conversations get rewarded by the algorithm.
Followers who connect with the creator and understand them respond in ways that no amount of polish can replicate.
Authenticity Equals Engagement
Creators who share behind-the-scenes footage, personal struggles, or harsh lessons they have learned are bound to notice an increase in engagement on average. Authenticity encourages empathy and curiosity.
If you were to look at some of the highest-performing content types engagement-wise, the list would look something like this:
- Real talk reels with creators talking directly to the camera and being honest
- Behind-the-scenes stuff that shows unfiltered processes that take place behind the camera
- Candid captions that emphasize one’s personality or vulnerabilities
- Unfiltered stories showing daily routines, mistakes, or random moments that occurÂ
Forget about the highlight reel with rainbows and sunshines. Real users want to see real, unfiltered content creators.
The Rise of the Real Creator
Influencers, in the form of celebrities, no longer have the appeal they once had. Aspirational and untouchable at first, they are slowly losing interest from the audience. People want relatability over celebrity.
The trend has elevated micro-influencers and niche creators who boast of having tight-knit communities.
Such creators find success not because they appear perfect. It’s the authenticity that makes a difference. They share struggles, talk openly about the process, and have no shame in being genuine with an audience. In turn, the audience rewards them with genuine engagement.
How Brands Are Embracing Realness
The creator economy is moving towards being real rather than just sheer popularity. Brands that were interested in highly polished aesthetics on Instagram are adapting to the change.
Many rely on user-generated content. In keeping up with the changes, Instagram (or rather Meta as a whole) has introduced Partnership Ads, a co-branded placements that blend the authenticity of creator content with the scale and precision of paid media.
Brands seeking success now showcase real customers instead of models. They also use humor and personality and lean into Stories and Reels rather than static and over-curated grids.
The humanizing side of things helps brands earn trust from an audience that would have looked at individual creators before considering trusting a brand.
How to Become More Authentic
Oversharing or abandoning an aesthetic to be authentic is not necessary. Rather, the emphasis should be on transparency and the human side of things. Consider these practical suggestions:
- Stay consistent. Authenticity won’t work if it’s not sustainable. Establish a voice and keep at it.
- Engage with the audience. Respond to comments, ask questions, and be part of your community.
- Show that personality. Humor, quirks, opinions—these show the real side of you.
- Be honest. Whether it’s small or larger struggles, show that vulnerable side to build stronger relationships with your audience.
- Share the whole process. Don’t just focus on the finished product. Show the steps you took to get where you are.
Conclusion
All in all, authenticity looks to stay while Instagram as a whole continues to evolve. It’s not just a passing trend. It’s a foundation that creators need to adapt if they want to stay relevant on the platform and build a strong and genuine community.
