Is Human-First a Modern Marketing Commodity?

A team of Ultimate colleagues collaborating.

Did you know that 57% of all content online is now AI generated? As the digital landscape evolves to adopt more artificial content, we’re pondering the premium of human-first, authentic marketing.

Alongside this, ‘digital minimalism’ is trending. Newsweek reports that young people are becoming a lot more picky about which content they choose to engage with online, and for how often they’re plugged in.

It’s clear that we’re becoming oversaturated with algorithmic content, and people are seeking connection over curation. To cut through the noise, we’ll explore what you need to do to stand out – including why your brand voice needs to feel real.

Two young people huddle over an early 2000s flip phone Some young people are turning to “dumbphones” for a break from social media.

What is brand authenticity?

When we talk about authenticity, we mean how your brand appears versus how it really acts.

For example, an authentic eco-friendly brand can post sustainable messaging online – as long as it can back up green claims with conduct, evidence or certifications. The growth of the phrase “greenwashing” shows that it’s no longer enough to say your brand is sustainable; you have to prove it, with receipts on hand.

This matters especially to Gen Z. Data from Ad Age shows –

72% are more likely to buy from companies that contribute to social causes.
82% are more likely to buy from brands using real testimonials in their campaigns.

In general, younger consumers are craving honesty, relatability, and connection. On TikTok, user generated content (UGC) used in advertising significantly bolsters brand awareness and trust.

Whether polished promos or UGC, Gen Z and the wider consumer base have decided that they want to hear authentic, honest messaging from brands they feel they can trust.

A team of Ultimate colleagues collaborate around a laptop.

Authenticity in content marketing

As mentioned, the phrase ‘digital detox’ is making its way into our conversations more and more. It’s becoming apparent that audiences are tired of content for the sake of content.

Between the rapid growth of bot-generated media and the sheer volume of brand messaging we’re exposed to daily, audiences are beginning to tune out.

As a result, we’ve become more critical, and more selective about who and what we pay attention to. Research by Bynder found that –

50% of consumers can detect content generated by artificial intelligence.
52% were less engaged when reading AI-generated copy.

Real value

It’s important to remember that at the heart of great content is real, human value for the consumer. You should offer your audience something in return for their attention – something that makes them want to check in on your newsletter, or follow your social media.

For example –

Tesco provides a free monthly magazine with seasonal recipes and special offers.
Rightmove provides informative articles about property trends in the UK, and fun listicles exploring unique homes.
IKEA provides ‘home inspiration’ – teaching you about furniture and colour pairings, and how best to dress your space.

Of course – an SEO strategy is an important part of content-writing, but what you offer should ultimately serve your human reader, not site-crawling bots.

Even Google agrees, who say –

“We recommend that you focus on creating people-first content to be successful with Google Search, rather than search engine-first content made primarily to gain search engine rankings.”

The bottom line is – content generated without humans – and often without value – sticks out like a sore thumb, and your readers will pick up on a lack of authenticity.

The free Tesco Magazine offers new seasonal recipes every month.

Creating a brand experience

Gen Z and Millennials are increasingly prioritising experience over ownership. Research from Eventbrite shows that 78% of Millennials would rather spend money on an experience than a physical product.

While digital ads are still effective – with 60% of Gen Z purchasing products discovered via social media – it pays to stand out, and modern brands are catching onto the trend of organic experiences.

In Manchester – where our HQ is based! -, brands like Blank Street Coffee, Maebe by Molly-Mae, and Kylie Cosmetics have all hosted physical brand pop-ups in the past few months.

Whether handing out free samples, hosting instant-win competitions, or even serving coffee, these tactile, real-world experiences are made to be shared – in Stories, group chats, or even through word of mouth.

All of this works together to boost brand awareness and create many opportunities for PR and further reach. Free samples also help to entice more future customers, whilst giving them a physical trigger to remember the experience by.

The ‘Maebe’ brand pop-up in Manchester hands out free coffee and pastries.

How to create human-first content

As a human-first agency, we’ve always believed in cutting through the digital noise and getting to the heart of what matters to your audience.

Here are our top tips to make sure your content is both authentic and memorable –

Provide real value – No more content for the sake of content. Consumers are tired of being fed the same tired messages. Your content should cut to the chase on what your target audience wants and needs, and offer something in return for their attention.
Make an effort – Lazy, repetitive marketing is out, and stand-out content is in. Users need to see something different to convince them to convert.
Build an experience – Experiences don’t have to be pop up vans on the high street. An interesting brand story, valuable content, exciting booking journey, or beautiful packaging – these are all part of a unique brand experience you can give your customers.