Social Media Videos – True or False?

play.google.com True or False image

In today’s world of social media and content marketing, authenticity may be hard to find.

So often, marketers today are encouraged to help their brands develop and share content across social media channels that best represents “the authentic voice of the brand.”  Is that really happening, however?

For example, consider this “73 Questions with Sarah Jessica Parker” Vogue interview that was recently shared on social media channels, including Facebook.

Maybe I’m jaded or too familiar with the inner workings of social media marketing, but I felt the whole episode had an inauthentic, contrived tone.

Don’t get wrong.  I like Sarah Jessica Parker as much as any other gal who came of age in sync with the successful Sex In the City series, but I was disappointed after viewing her recent social media video interview with Vogue.  Something just didn’t feel right about it to me.  I questioned Parker’s motives for being interviewed and wondered:  does she really want to share aspects of her life and home, or is she primarily concerned with promoting her personal brand and new shoe line, SJP?

What do you think?  Do you think that most social media videos being shared today by brands – Sarah Jessica Parker, Vogue, or otherwise – are misleading or inauthentic?  And, if yes, do you think these messages seem any more or less authentic, because these messages are being delivered in new digital formats rather than in traditional advertising formats, such as mainstream TV spots?

Do you think video promotions today, in new social media form, are different from the TV ads of yesterday, or, is everything old simply new again?  I wish I could ask some Mad men the same question.