How to Maximise Video Engagement with Authentic Video
While video content is not the same as reality (even Reality TV is made up of a highlights reel) it can still be authentic. The quest for video engagement can often lead marketeers and influencers down a dark path. If you ask a social media algorithm with the goal to “maximise engagement,” it discovers a shortcut almost instantly. As critics of the current system point out:
“Maximize engagement… means maximize hatred, outrage, fury, misery, envy, resentment.”
We currently live in a world where fury has been maximised because it is the easiest way to trigger a digital response. However, for those who care about making the world a better place, there is a different path: Authentic Video.
By choosing to produce an authentic video, you move away from hate and instead lean into the human desire for kindness, warmth, and genuine connection.
Social Media: The Modern Marketplace for Video
Social media has transformed how organisations connect with their audiences. It offers an unprecedented level of reach, allowing brands to speak directly to millions of potential clients at the touch of a button. Social platforms have become the primary space where people discover new ideas, products, and causes.
Video is the undisputed king of these platforms. According to Yans Media, social video generates 1200% more shares than text and images combined. This makes it a uniquely powerful tool for amplifying your message.
When planning your strategy, it is important to balance two types of content:
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User-Generated (UG) Content: This offers a raw, relatable feel that builds immediate trust and “social proof.”
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Professional Content: High-quality, professionally produced authentic video content establishes authority, showcases your brand values, and improves brand recognition—which increases by an average of 54% when using video.
The effectiveness is undeniable: video can improve organic traffic from social media by as much as 157%. However, the way you drive that engagement matters.
The Problem with Rage Baiting
Many platforms allow users to express “absolute hatred of everything” because that hatred generates clicks. People often convey, through their online activity, “allow me to be disgusted and outraged,” and the algorithms are happy to oblige. While this might spike your metrics in the short term, it creates a toxic environment that lacks longevity.
For a brand or organisation looking to build a lasting legacy, this “rage-bait” approach is counterproductive. Authentic video offers an alternative that prioritises the health of the community and the integrity of your message.
How Authentic Video Drives Real Engagement
An authentic video doesn’t try to manipulate the viewer’s emotions through anger. Instead, it uses empathy to create a “warm and cozy” space—or a space of profound understanding—that people actually want to inhabit.
Here is how you can use authentic video to maximise engagement without resorting to negativity:
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Prioritise Empathy Over Envy: While algorithms might try to maximise envy or resentment, an authentic video seeks to protect the viewer. It speaks to their needs and makes them feel seen. When a viewer feels that a brand truly understands their struggles or aspirations, they are more likely to engage deeply and loyally.
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Move Away from “Us vs. Them”: The easiest way to spark “fury” is to find a villain. However, authentic video content focuses on shared humanity. By highlighting what unites us rather than what divides us, you build a community based on support rather than disgust.
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Focus on Genuine Human Stories: To achieve high levels of video engagement sustainably, tell stories that are true. People are increasingly savvy; they can spot a “robotic” or manipulative attempt to get a reaction. Authenticity is the only antidote to the “misery” often found in comment sections.
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Encourage Kindness, Not Just Clicks: Instead of asking, “How can I make people angry enough to comment?”, ask, “How can I make people feel inspired enough to share?”. An authentic video aims to leave the viewer better off than they were before they watched it.
5 Tips to Maximise Social Media Video Impact with Authenticity
Creating content that makes an impact without resorting to outrage requires a strategic approach. Here are five tips for your next social media campaign:
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Optimise for Mobile and Vertical View: According to Yans Media, 93% of Twitter videos are watched on mobile, and vertical videos engage users four times better on Facebook. Make sure your authentic video is easy to watch on the go.
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Keep it Concise: Data shows that 95% of consumers believe a video should be less than two minutes long. The general rule of thumb is to keep the video as short as possible. In other words, as long as it needs to be. The “sweet spot” is between 45 seconds and two minutes for the best retention.
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Lead with a Human Story: Don’t just sell; tell a story. Authentic human experiences trigger empathy far more effectively than a list of features.
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Prioritise Quality for Authority: While UG content is great for stories, professional production values signal that you are a serious organisation. High-quality video ensures you don’t “change the viewer’s opinion for the worse,” which happens to 62% of people who watch low-quality branded content.
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Include a “Kind” Call to Action: Instead of using FOMO (Fear Of Missing Out) or aggressive tactics, invite your audience to join a conversation or contribute to a positive cause.
The Authentic Path to Engaging Video
We are living in a world in which engagement has been maximised through fury, but that doesn’t mean you have to follow suit. People are looking for kindness and protection. They want content that makes them feel connected to the world, not alienated from it.
By investing in authentic video, your brand becomes more than just an increase in engagement; you are helping to shift the digital landscape away from resentment and back towards empathy. This is how you build a brand that people don’t just “engage” with—they actually care about it.
