The Death of Authenticity: How Social Media and Branding Are Evolving in the Post-Authenticity Era
For over a decade, social media has been the playground of brands seeking to connect with consumers in a relatable and “authentic” way. From the millennial-era obsession with transparency to the rise of corporate meme accounts, brands have consistently attempted to humanize themselves and appear as trustworthy “friends” online. However, as audiences grow more skeptical and algorithm-driven engagement shifts the digital landscape, we are entering a post-authenticity era—where brands must move beyond relatability and embrace storytelling, world-building, and immersive experiences to remain relevant.
The Death of Authenticity: Why “Relatable” Branding No Longer Works
Wendy’s Official X Profile
Not long ago, authenticity was the holy grail of social media marketing. Consumers, particularly millennials, demanded that brands be “real”—transparent, vulnerable, and engaging in a way that felt human. This led to a golden age of casual, witty, and self-aware corporate social media accounts. From Wendy’s snarky Twitter responses to Duolingo’s absurdist TikToks, brands found success by acting like an internet-savvy best friend.
But over time, this strategy became overused and predictable. When every brand adopts the same irreverent, relatable tone, none of them stand out. What once felt fresh and rebellious quickly turned into formulaic marketing speak—a strategy that consumers can now see through.
Joe Burns, strategist at Quality Meats Creative, critiques this shift in “Why Everyone Sounds Like Your Cool Friend™”, stating: “What was fresh is now formulaic… When every brand adopts a ‘witty, playful, and friendly’ tone, ‘witty, playful, and friendly’ becomes the generic tone for brands.”
This sentiment is echoed by Miranda McWeeney, ListenFirst CEO, who explains, “For years, brands were obsessed with sounding human—casual, witty, and ‘real.’ But now, many brands sound the same, and consumers see right through it. The next wave of brand marketing isn’t about being relatable; it’s about being unforgettable. It’s a steeper hill to climb, but it’s a long game.” The mass adoption of this persona means that brands who try to sound unique actually blend into the noise.
Today, younger audiences, particularly Gen Z, are rejecting the concept of authenticity as a corporate strategy. Instead of seeking “realness” from brands, they crave fiction, immersion, and spectacle. This shift signals the death of social media authenticity as we knew it and the rise of a new era of branding that leans into storytelling and experience rather than forced relatability.
Authenticity as Performativity: The Illusion of the “Real” Online
r/InstagramReality
The concept of authenticity on social media has always been problematic. According to Allan S. Taylor’s “Authenticity as Performativity on Social Media,” authenticity is inherently performative, meaning it is not an innate quality but a carefully curated act. The digital space forces both individuals and brands to perform authenticity rather than exist as authentically “real.”
Taylor writes, “Authenticity, or the desire for it, is clearly a cultural trend that cannot be ignored” and argues that in social media, authenticity is often just a constructed performance rather than a genuine trait. He introduces the concept of performative authentism, where brands and influencers attempt to appear “real” through carefully orchestrated strategies, from casual Instagram captions to behind-the-scenes TikToks. But as consumers become more aware of how authenticity is being manufactured, they are increasingly rejecting it as a marketing approach.
Memetic Aesthetics and the Fragmentation of Online Culture
Bagel Bites attempts to jump into the Meta Meme Aesthetic to appeal to Gen-Z.
Another major shift reshaping social media branding is the rise of memetic aesthetics. Traditionally, brands have attempted to latch onto internet trends by repurposing popular memes or creating humorous content that aligns with social media humor. However, the rapid acceleration of digital culture has led to the emergence of short-lived, hyper-fragmented aesthetics that are difficult for brands to co-opt.
Whereas past subcultures like punk or hipsterism lasted for years, today’s internet-driven aesthetics—such as “cottagecore,” “dark academia,” and “indie sleaze”—cycle through TikTok and Instagram at an unprecedented pace. Brands that attempt to jump on viral aesthetics too late risk looking outdated and out of touch, while those that chase trends too aggressively come across as try-hard and inauthentic.
Successful brands do not try to capitalize on every micro-trend. Instead, they create their own cultural narratives. As Taylor notes, “Memes function in a similar way to experiential marketing—they create cultural participation and inside jokes, making audiences feel like part of something rather than being marketed to.”
Image: Joe Burns
Dopamine Design: A Tool, Not the End Goal
A new force shaping social media branding is Dopamine Design—a strategy focused on instant emotional engagement through bold visuals, vibrant colors, and high-energy branding. Unlike past design trends, which emphasized “authenticity” and craft, Dopamine Design thrives in the age of the swipe and scroll, where brands need to capture attention in milliseconds.
Joe Burns explains in “Dopamine Design Has Arrived”, “Dopamine Design thrives in the world of the swipe and the scroll, where attention is fleeting, and brands have to hit hard and fast. It’s not trying to tell an involved, deeper story… It’s here for fun.” This shift can be seen in packaging, UI/UX design, and social media aesthetics. Brands like Liquid Death and Brightland have leaned into hyper-visual, playful, and irreverent designs that prioritize immediate dopamine hits over deeper storytelling.
However, while Dopamine Design is effective in grabbing attention, it cannot sustain long-term brand loyalty on its own. Instead, it should be seen as an entry point—a way to hook consumers in an era of fragmented, fast-moving content. For brands to build lasting influence, they must go beyond visual dopamine triggers and craft compelling narratives that keep consumers engaged beyond the first hit.
Social Media as an Amplifier, Not the Main Stage
In the past, social media was the primary space where brands built their identities. However, as consumer behavior shifts, social media is increasingly serving as an amplifier for real-world experiences rather than the sole focus of brand engagement.
The shift toward experiential marketing, discussed at SXSW 2025, reflects this transformation. Brands are no longer relying on social media engagement alone; instead, they are investing in real-world activations, pop-ups, community-led events, and immersive storytelling campaigns. Social media plays a critical role in pre-event hype, live engagement, and post-event amplification, but it is no longer the core brand experience.
This change is significant. Rather than being expected to “go viral” in an instant, brands now have the opportunity to craft long-term, multi-platform narratives that extend beyond digital spaces.
The Future of Social Media Branding: From Relatability to World-Building
Brand Strategy Consultant Eugene Healey discusses the post-authenticity era on his TikTok.
If authenticity is dead and memes are too fleeting, what’s next for branding in the social media era? The answer lies in world-building.
Consumers no longer want brands to be their “cool friend.” Instead, they are looking for immersive, fictionalized brand experiences that allow them to escape reality and participate in compelling narratives. A perfect example of this is the marketing strategy for Severance Season 2, which blurred the line between fiction and reality by creating in-world ads with State Farm and ZipRecruiter.
Severance Season 2: A Masterclass in Immersive Branding
Severance pop-up in Grand Central Terminal went viral.
The marketing campaign for Severance Season 2 is a prime example of how brands can go beyond traditional advertising to build immersive experiences that pull audiences deeper into their world. Instead of simply releasing trailers or social media ads, the team behind Severance brought the show’s dystopian universe into the real world through a series of surreal, hyper-realistic activations.
- The Grand Central Stunt— Fans in New York were surprised when a replica of the show’s eerie, corporate-controlled office appeared inside Grand Central Terminal. Employees dressed as Lumon workers moved methodically through the space, reinforcing the show’s unsettling themes.
- State Farm & ZipRecruiter Collaborations – Rather than traditional sponsorships, Severance created in-universe advertisements, including a fake job listing on ZipRecruiter and eerie corporate safety ads with State Farm. These cross-promotions seamlessly blended into real-world marketing channels while expanding the show’s fictional universe.
- “The You You Are” – A Meta Expansion of the Show’s Lore – One of the most innovative tactics in the Severance Season 2 campaign was the release of “The You You Are,” the fictional self-help book that plays a pivotal role in the show. Written by in-universe author Dr. Ricken Lazlo Hale, PhD, eight chapters of the book were made available digitally via Apple Books, inviting fans to immerse themselves further into the Severance world. An audiobook version was also released, narrated by actor Michael Chernus (who plays Ricken in the show). Apple TV+ described it as a guide to “self-learnedness,” fully embracing the show’s eerie and satirical tone.
This type of marketing proves that the future of branding is about more than selling a product or a service—it’s about creating alternate realities that audiences want to participate in. Brands that adopt this approach will not only capture attention but also build deep, lasting engagement with their audiences.
Key Takeaways for Brands Navigating the Post-Authenticity Era
- Ditch the “Cool Friend” Voice – Consumers are wary of corporate relatability. Instead, focus on creating aesthetic-driven brand narratives that feel distinct and immersive.
- Move Beyond Trend-Chasing – Instead of reacting to every viral moment, build a consistent brand identity that shapes culture rather than chasing it.
- Use Social Media as an Amplifier – The core strategy should include real-world activations, experiential marketing, and interactive storytelling, with social media supporting these efforts.
- Leverage Dopamine Design – Brands must capture attention instantly through bold visuals, dynamic design, and hyper-engaging aesthetics that trigger an emotional response.
- Invest in World-Building – Give audiences a universe to participate in, not just a product to buy. Create stories, characters, and interactive experiences that make people feel like they’re part of something bigger.
Final Thoughts: The Future of Branding in a Digital-First World
Social media has changed. What worked five years ago—relatable, authentic, and casual brand voices—no longer resonates in a hyper-skeptical, irony-soaked digital culture. The brands that will thrive in this new landscape are those that embrace fiction, immersion, and narrative-driven marketing, moving beyond traditional engagement metrics and into the realm of cultural influence.
For brands navigating the post-authenticity era, the question is no longer “How do we sound real?” but rather “How do we create something so compelling that people want to step into our world?” Those who can answer this will define the next generation of brand storytelling.
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