AmberMac Blog

Video: What is the Future of Authenticity on Instagram?

When I wrote my social media business book, “Power Friending” in 2010, I spoke about how the key to a successful social media presence or a campaign requires a constant commitment to authenticity.  I suppose my desire to push this requirement forward was somewhat selfish at the time. As someone who left a journalism career to work in the technology sector, I wholeheartedly believed that the democratization of the web would increase the power of everyday citizens, but I also hoped that truth and transparency would naturally follow suit.

Like many social media speakers, authors, and consultants, I latched on to the word “authenticity” as the key ingredient in the influencer’s secret sauce.  Watch the video below to find out what word is replacing “authenticity” in social in 2016.