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Authentic or Fake?

Saturday, March 06, 2021 12:54 PM | Sandra Davis (Administrator)

Every year Webster Dictionary puts out a new list of buzz words used in business and industries.   2020 famous buzzwords were easily centered around the pandemic.   Words and phrases such as "flatten the curve", "pivot", "new normal", "shutdown/lockdown", "quarantine", "social distancing", and there are so many more.  After hearing them over and over, it is easy to make you start getting annoyed and sick and tired of hearing it.  In business, words are created and clung to at such a phenomenal rate that if you don't use them, you pretty much are getting left behind.  Words like "sustainability", "organic marketing", "wheelhouse", and now "deep dive" are swiveling around until the new "trend" starts!  It's amazing how when some words begin to become "popular in use", when a person uses them, it grabs the attention of others.   Sort of like "name dropping".   You know, when in a circle of friends, you drop the name of a high powered public figure, athlete, celebrity or the latest news worthy person.  It's sort of like a little "shock value" attention grabber.   I mean, how many of you said the phrase, "Catch Me Outside, How Bout Dat" over and over?  Of course I can't tell you the name of the girl who coined that phrase, but it sure did get a ton of use!  And if you google that phrase, a list of Youtube videos pop up featuring the juvenile delinquent and questions about "where you can find her now?"

In this day and age, we also use certain and special words in our businesses that help us become heard and shows that we are "trending" with current affairs.    I find that the worst word undoubtedly to me is the word "AUTHENTIC".   People continually and constantly saying, we must be authentic!  Ugh!   

Let's breakdown what authentic truly means:  

"of undisputed origin; genuine" 

Ahhh... Genuine!   What a refreshing word!   My problem with the word "authentic" is... so many people attached to the word and decided they needed to BECOME authentic.    So here in lies the problem.   Using a word that is supposed to mean genuine, true, and real people have decided that they need to TRY and be these things.   With the added feature of Facebook LIVES, more and more folks are going LIVE to TRY and show us their authenticity.    Shouldn't we just "be" and not "try".   Isn't being authentic, just being yourself, showing who you really are through your presentations?   It has resulted in so many pre-thought out ways to try and be authentic to catch the attention of others, and maybe if we see that person as being "authentic", we will like them, get to know them, and buy their product.    For me, I actually end up scrolling by, because the authenticity has gotten so out of hand its intolerable.  I have witnessed folks who intentionally every day go LIVE to talk about some mundane topic that really is not interesting at all in the quest of trying to be authentic.  So, now the word doesn't really mean "genuine" anymore at all, and people are not acting genuine anymore at all.   Peoples behavior has become so planned and calculated that you can't believe or see the truth and often times comes off as entirely unauthentic and FAKE.   

In walks TikTok and Reels...   So in an effort of new ways of noticeability, "Advertainment" is the new hook.  Advertainment  is a new marketing term that doubles as advertising with entertainment and will soon be so recognized that my spell checker won't underline it.  Mixing with product promotion and media entertainment, we have been given in most cases free tools to express ourselves with fun and energetic marketing.   This new craze is completely opposite of Authenticity Marketing and I find it very refreshing.   Middle Aged women are now acting like teenagers videoing and recording themselves lip sinking to rap songs or popular quotes, doing hilarious dance moves, and sending obscure messages to become noticed in order to sell their products.   They are "stepping outside of the marketing box" for sure!   Whether you are jumping on the bandwagon or finding it silly at best, it is very entertaining.  I'm especially entertained by the women I personally know who are having me crack up over my morning coffee as I tune into their latest creation!   Thank you in advance!   

If this is the new way of trending on social media, I better catch up or maybe I will just wait until the next marketing fad comes out.  What about the old school way of "word of mouth" and "referrals"?   Nah, that is too boring!   

Do you have a fun TicTok or Reels you would like to share?   If so, please contact me so we can have it 'trend' in our social media platforms. 

With Love, 

Sandra Davis 
Women's Network of USA 

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