A trendy word I’ve heard thrown a lot in the last few years is “authentic.” Everyone wants their videos to be authentic, worries about how authentic is authentic enough, and certainly makes sure to avoid anything that would make their organization and its message seem inauthentic.

I’m not sure it’s entirely clear, however, exactly what this new buzzword means. What is authenticity? What does it look like? What is its purpose? And why, exactly, is it so valuable?

What is authenticity?

In most transactions, but especially in the nonprofit world, trust is incredibly important. If people are going to give you their support, standing behind you spiritually and contributing to your work financially, they need to feel secure. This is even more true if you want the relationship to continually grow and flourish; to earn that kind of loyalty, your donors need to be very confident in your good intentions and capabilities.

It’s natural to be suspicious of bad actors and big promises. Earning people’s trust means persuading them that you actually mean what you say and that you’re capable of following through.

In this context, authenticity is similar to transparency. Your goal is to show everyone who you really are. With your openness and lack of pretense, you want it to come across loud and clear that you’re not playing any games. What they see is what they get.

What does authenticity look like?

Many nonprofits seem to think that because of this, authentic is synonymous with amateur.  

The idea here is that your video is supposed to capture you in the most natural possible state, where nothing can be construed as fake. So, you can’t plan it too much – it has to be spontaneous, not contrived. And you don’t want the visuals to look too polished, either; the more homemade it looks, the better.

No, what does authenticity really look like?

There may be a little truth to this notion. For example, when you’re trying to give a behind-the-scenes look at something, a more informal, unpolished tone might be appropriate.

But while I know I’m biased, I’ve never been sold on the general idea that the lower the production values, the greater the sincerity.

Homemade is a style just like any other. Dim lighting doesn’t really imbue a video with any extra special legitimacy.

A video is authentic when it conveys real passion and idealism. It doesn’t lie or exaggerate; it doesn’t play up what people want to hear or put the focus somewhere that isn’t really representative. It tells a true story, and the truth shines through.

It’s my belief that videos can do this with thoughtfulness, planning, and clear sound quality just as much as in any other style.

Why do some videos seem fake?

There are some problems that crop up in professional filming that can make a video feel false and inauthentic.

Some videos are made up of interview clips, but the lines are pre-written and the participants can’t deliver them in a natural way. Or, even if they’re allowed to speak in their own words, they don’t really believe what they’re saying; they’re just coughing up what they think their bosses or the interviewer wants to hear.

Other times, instead of capturing real moments, a video includes staged reenactments. Or, even if the moment is real, the experience is distorted by the presence of the camera, making it feel self-consciously performative.

If you want a video that looks both professional and authentic, these are the things you need to learn to avoid. And let me assure you, it’s entirely possible: Speaking just from my own experience, when you ask the right questions and show the interview subject that you're genuinely interested in what they have to say, their eyes light up. Given the chance to talk about something they care about, they stop focusing on the camera, and the words just spill right out of them. There are also ways to film serious moments without being intrusive. 

I believe that putting thought into your videos doesn’t make them any less authentic. It just makes them more organized. It means that you don’t accidentally focus on something that’s beside the point or miss out on a perfect moment. The core of authenticity is in what you say — so keep your focus on getting that part right.

 Agree? Disagree? Let me know in the comments!