Why Authenticity Beats Perfection in Modern Marketing...(How being real connects better than polished content)
- Paul Long
- Jul 31
- 2 min read
For years, marketers were taught to chase perfection — pixel-perfect graphics, studio-quality videos, and scripted messages that sounded like they came straight from a brand manual. But in 2025, perfection isn’t what builds trust. Authenticity is.
Scroll through your feed today, and you’ll notice a shift. The videos that make you stop scrolling aren’t always the glossy ones. They’re the ones that feel real. A mom venting while folding laundry. An estate agent showing a home mid-renovation. A business owner sharing a messy win from their day.
This shift isn’t just a trend. It’s a transformation in how we connect.
Why real works better than refined:
1. People crave connection, not perfection
We’re surrounded by filters, AI-generated faces, and polished content. That’s why the unpolished now stands out. When people feel like they’re seeing the real you, they feel like they can trust you.
Whether you’re an estate agent showing up on social media or a local business trying to grow, your audience wants to know there’s a human behind the brand. Not a marketing team. Not a robot. You.
2. Imperfect content is faster — and performs better
One of Paul’s go-to tips in the Ads & AI Membership Programme is this: don’t spend 2 hours polishing a video. Spend 10 minutes recording something raw and useful. Then get it out there.
Why? Because performance isn’t about production value. It’s about value — the kind that makes people feel something, learn something, or stop scrolling.
The agents who are winning on Reels? They’re not actors. They’re just showing up with their voice (or sometimes not even that — just footage, captions, and music). It’s not about being flashy. It’s about being real and relatable.
3. Honesty builds loyalty
Authentic content allows you to show the whole journey — not just the highlights. That might mean admitting a deal didn’t go through. Or talking about a mistake you made and what you learned from it. Or showing a property that isn’t perfect, but has real potential.
This kind of honesty builds trust. And trust builds relationships. And relationships? They drive results far beyond likes.
4. You don't need to be camera-ready to be credible
This is one of the most freeing lessons for anyone who doesn’t feel confident on camera.
Check out our previous blog for tips on this topic:
Final thought: The future of marketing is human
Authenticity beats perfection not because it’s easier, but because it’s more powerful. It lets people in. It makes them feel like they’re part of your world. It invites conversation, not just admiration.
So the next time you're about to overthink a post or re-record that video for the fifth time — pause.
The most powerful content is usually the one that feels the most human.
Hope this was a helpful read.
Paul
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