Ironically, on TikTok such authentic content is unfiltered and less edited.
Because of its spontaneous nature, TikTok would allow for those behind-the-scenes views that Gen Z and Millennials crave. Ironically, on TikTok such authentic content is unfiltered and less edited. On Instagram authentic can mean the opposite, with the expectation to reveal something awe-inspiring about how the brand creates its experience through a beautiful aesthetic. The key is understanding that authenticity is what younger generations want and how brands give it to them may look very different.