The Importance of Original/ Bespoke Content

MAJOR TEA ALERT!!! Alright I’m spilling- if you caught my IG rant earlier you know what’s about to ensue but let’s cut straight to it:

This week I found out that TWO brands I’ve been connected with were using Googled images, Pinterest images, NOT THEIR OWN CONTENT to sell a product, on their websites, on their social media pages…….. we must discuss this:

First a confession: I am a content snob. I AM. I AM WHAT I AM! And if you care about content you would be one too. What is a content snob:

Content snob: a person that is immediately turned off, discouraged from engaging or simply offended by the use of unoriginal, stock imaged, or reposted content that DOES NOT BELONG to the owner of the post and is not referencing /crediting OR EXPOUNDING UPON the conversation/ content of the creator.

Whew. Okay so there’s layers here let’s talk about that. We all know those big brands (I’ve worked for one) that “understand the importance of social media” meanwhile they repost viral content from other creators because they haven’t invested in creators on their team to make their own content.

I wish I was kidding.

We creators completely see, recognize and understand the value of bespoke content but some brands/ business owners do not because the truth is they are very money/ goal oriented. If the content brings in views, if it saves money or it just keeps them “consistent” it really doesn’t matter where it comes from right? WRONG.

Here’s 3 reasons, just three, (even though there's plenty) as to why you as a brand should have original content and why you as a creator should advocate for it (these are great talking points when it comes to negotiating as well)

1. Original content is favored by algorithms

2. Your target audience will not feel thought of

3. It can be illegal.

I have so many other reasons but let’s delve into each shall we:

1. Original content is favored by algorithims

• Now this is pure facts and something that will make anyone who doesn’t necessarily value creativity perk up. If they don’t care about originality for the sake of creativity, standing out and building trust with your audience, they’ll care when they learn the algorithm punishes unoriginal content. For example TikTok’s guidelines details the content that performs better is original content. If you have a watermark or even use familiar content/ content that can be found on another page, it can be flagged and then blocked or shadowbaned. Yeah…. not a good look. I know this also from pure experience. A company I worked with had an issue with this. When I signed on my first order of business was to stop reposted content. They essentially would download other creator’s viral content that would “relate” to the brand, and post it. They would credit the creator! But it obviously was not their original content. This HURT engagement SO BAD. And we worked reallyyyy hard to get their engagement out the gutter after eradicating that aspect of their content strategy.

2. Your audience will not feel thought of

• Building trust in our audiences is arguably the most important thing to prioritize when building a brand. We hire so many people to maintain consistency in messaging, branding, etc... all that work just for you to use Pinterest images? Here’s the thing- content is simply another way of reaching your audience and fostering community. When you use content that is not original to your brand, your audience is gonna feel so cheated. OR WORSE- you won’t have an audience! People are attracted to things that feel customized, curated, and made for them. If you can’t provide them with original content at the very least, what else will you skimp out on or gloss over?

3. It’s illegal

• For Real. If you are a business and you’re selling something… you CANNOT use content that doesn’t belong to you! They are not your property. Somebody owns that content and you must obtain a license to use them. It’s why brands can get in trouble for using music that isn’t licensed for them- even on TikTok! Why? Because it’s NOT. THEIRS. So be careful when you’re taking random pieces of content off the internet that you think may fit the vibe of your brand. Whoever you steal from has every right to fine you for unlawful use of content or come after you in a court of law. TRUST.

Overall, you need original content to thrive on social media. I need you guys to understand this. Especially in a time like right now when content is king. You used to get away with posting whatever but now? People are so much more conscious about what they’re consuming, there’s more intense competition meaning you have to have something that makes you stand out (original content.) Not to mention a whole layer to this conversation we've barely discussed that has more to deal with the value of creativity and creative integrity BUT I DIGRESS. 

Now this is something I’ve recently become so passionate about so if you see me post a similar sentiment on TikTok don’t be alarmed but I’m opening the floor up to yall as creators AND consumers- what do yall think? Do stock images make you lose trust in a brand? Are you a content snob like me? LOL. Are you posting original content? Let me know what’s going on!

Love yall <3