Authenticity Over Aesthetics

2 min | Storytelling

The more beautiful advertising gets, the further it gets from the reality of those who watch it. People prefer authenticity over aesthetics. You can see it everywhere – TikTok overtakes Instagram, beauty brands refuse to use Photoshop, and Tesla openly admits its flaws.

That’s why I always encourage my clients to show “the real thing” if they want people to trust them.

Selfies Over Shutterstock

bad - unrealistic photo of an office team next to a realistic office team photo (good)
h/t Content Corner

Directness Over Diplomacy

Let’s ditch the script and have some fun with social media.

Screenshots Over Templates

A screenshot of a tweet, WhatsApp chat, or Yelp review is always more credible than a Canva template with a quote.

A screenshot of a tweet is always more credible than a Canva template with a quote

Self-Deprecation > Boasting

“To share your weakness is to make yourself vulnerable;
to make yourself vulnerable is to show your strength.” – Criss Jami

picnic chocolate beautiful inside and out next to a better ad of picnic chocolate, the reason why wrappers were invented

Employees Over Executives

Let the guy in the apron do the talking, not the guy in the suit.

ad of starbucks ceo next to an ad of a starbucks worker

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