Young Creators Embrace Authenticity Over Perfection in 2025

The landscape of social media content is shifting dramatically as young creators in 2025 prioritize authenticity over polish. Influencers are moving away from the meticulously curated profiles that dominated platforms like Instagram in the mid-2010s. Instead, spontaneous and candid content is thriving, particularly on TikTok, where quick-edited videos resonate more with audiences seeking genuine connection.

According to Lindsey Gamble, a creator economy marketing consultant, the appeal lies in the immediacy of the content. She explains to The Hollywood Reporter that watching creators is akin to a personal conversation, creating a more intimate viewer experience. “It’s kind of like if we were having a FaceTime or a Zoom call,” she notes. The low barrier to entry for producing content allows creators to generate material rapidly, reflecting the fast-paced nature of social media.

Among these creators is Jake Kind, known as Goobi Gubbi on TikTok, who has gained nearly 700,000 followers through comedic videos featuring his late grandmother. He emphasizes the importance of authenticity, stating, “For me, it has to be super candid.” This approach resonates with social media users who increasingly favor blurry, low-quality cellphone videos that often achieve millions of views, outperforming more polished content.

Shifting Strategies and New Norms

The dynamics of social media success vary by platform. While TikTok encourages unfiltered, cellphone-shot videos, YouTube has seen a trend towards more studio-produced content. Gamble highlights that creators must now focus on quantity, with daily posting becoming essential. The previous stigma attached to posting multiple times a day has faded, making way for a scattershot aesthetic that many creators embrace.

Kind aims to post at least one video each day, a strategy endorsed by Gamble, who states, “The more content you put out… the better you can understand what’s going to actually hit going forward.” This strategy is exemplified by Victoria Paris, a TikTok creator with 2 million followers, who openly shares her goal of posting over ten videos daily to enhance her visibility and audience growth.

While the “spaghetti-at-the-wall” method can yield results, it carries risks. Gamble warns that creators may become “too accessible” by oversharing personal information or inadvertently spreading misinformation. Kind advises maintaining a balance, saying it is crucial to “give people enough” without becoming overwhelming. He appreciates TikTok’s algorithm, noting that it does not display all posts simultaneously, as seen on platforms like Instagram or YouTube, allowing content to have its own space.

Long-Term Strategies for Success

As the social media environment continues to evolve, Gamble underscores the importance of building a dedicated audience within specific niches. This approach is vital for monetization and securing brand partnerships. “It’s not so much about having the most followers or subscribers,” she explains. “It’s having the right ones.”

The shift towards authenticity and rapid content creation reflects broader changes in consumer preferences, demonstrating that today’s audiences crave real connections over glossy presentations. As creators adapt to these trends, their strategies will undoubtedly shape the future of social media, emphasizing the importance of genuine engagement in a digital landscape increasingly dominated by curated perfection.