Striking the Right Balance Between Authenticity and Polish
Authentic content has an organic way of connecting with audiences, and with the increase of content marketing, some consumers have gotten wary of overly polished production. It can come off as too “sales-y”. A frequent question we discuss with our clients is '“How do we balance polish and authenticity?” For us, the first step in answering this question is to define “authentic.”
“Authentic” has become one of those words in marketing that is overused and can have different meanings to different people - so what does it mean? Of course, its official definition is: of undisputed origin; genuine. So how does that translate into your project? For us, that means it needs to be two things: true and sincere. If a piece is both of these things, its authenticity is innate. It’s also important to note that authenticity is not an aesthetic. When it comes to production assets, authenticity is a feeling. What’s authentic should look and feel different depending on the people involved.
The second thing we need to do is define “polish”. In production, when we talk about polish, we are talking about production value. This includes things like the number of crew, the types of equipment, and the finishing touches that go into a project. In the production phase, these are things like which camera and lens to use, lighting, audio equipment, hair and makeup, wardrobe, props, and talent. In post-production, it’s things like visual effects, animation, sound design, voice overs, music, and color-grading.
With the ever-changing tide of social media platforms and a content-hungry monster to feed, there has been a rise of what is known as “User-Generated Content” or UGC. This type of content is created with a lower production value, meaning that it’s often shot on a phone, without any major considerations in lighting, audio, hair and makeup, etc. This type of content is easy to create quickly, which, when trying to create a lot of content, can be both schedule- and budget-friendly. But it’s important to remember that UGC doesn’t automatically mean authentic content. And authentic content doesn’t automatically mean UGC.
So how do we find the balance? To start, we need to answer some basic questions.
Where is it going to live?
How long is it going to live?
The answer to these questions will determine a lot of how you move forward. For example, if you are making an asset for social media that only lives for 24 hours - best to use UGC. If you are creating a brand foundation where you anticipate using assets continuously over time to build your brand (see What is Holistic Production?), it’s best to bring in some polish. Once your answers are determined, the trick is to get elegant, quality work without losing its soul.
So how do you do that?
STORY FIRST - NO EXCEPTIONS
Every decision during the development and pre-production process should be able to answer the question “How does this serve the story?” There are absolutely no exceptions. If it doesn’t serve the story, it doesn’t need to be there.
KEEP IT GROUNDED IN REALITY
Remember - to be authentic, we need it to be true and sincere. An effective way to achieve that is by considering who is telling that story. Using real people (versus actors) is a huge step in the right direction. Also, carefully consider where your story is taking place. To let the authenticity shine through, rely more on real locations (versus built or digitally-created sets). You can also avoid overusing visual effects.
PRE-PRODUCTION IS KEY
You may have heard the phrase “fix it in post”. But a new popular phrase making the rounds is “fix it in pre.” It may seem counterintuitive to do a bunch of pre-planning when you want something to feel natural and authentic, but the truth is, when you are looking for authenticity and polish, the magic is in the pre-production. The two best ways to really unlock the power of this step lie in pre-interviews and scouting.
Pre-Interviews
This may seem like a no-brainer, but talk to the subjects beforehand. And I mean really talk to them. Ask them questions, get to know them, their daily routines, the things that make them tick. This helps you plan places to consider for filming, learn the most important components of the story, and begin to build a rapport with the people you are featuring. If you are using a script, this is a great opportunity to have your speaker look it over and tweak it so it sounds like something they would actually say, keeping them more natural on camera the day of filming.
Scouting
This simple step is crucial in keeping the polish while remaining authentic. Scouting the locations lets your production team plan the shots, determining the best angles and lighting so that you get beautiful cinematography and remain efficient on the day of the shoot. It also means they can make calls on what gear is actually needed for the location versus loading up on gear you don’t really need or not having a crucial piece of gear that helps propel the story. Have your subject come on the scout with you. This gives you time to connect with them and see how they naturally interact with their environments.
GIVE IT TIME
Throughout the entire process, you don’t want to rush. It’s important to plan for detailed pre-production and post-production so your project gets the time and attention necessary to nail the balance of authenticity and polish. You want your team to take their time to craft the story, pick the best shots that move that story along, and dial in the emotions. Rushing to the end will give you a sloppier result, and with that, you lose the balance.
In the end, open communication, trust between the creators and subjects, and a seasoned team help natural authenticity shine through while still providing polished production. Curious how this balanced approach can help you authentically share your story?
