Authenticity Over Perfection: Why Raw, Real, & Relatable Content Wins in 2025.
- reganejones
- Aug 5
- 3 min read
Updated: Aug 6
In an era where highly curated feeds dominate our screens, the content that’s cutting through the noise isn’t flawless, it’s honest. For college athletic programs looking to connect with fans, recruits, alumni, and donors, authenticity has become the most powerful branding strategy.
Highlight reels will always have their place. But the clips that spark true loyalty and emotional buy-in, are the behind-the-scenes moments, the off-script interviews, the glimpse into what really happens when the cameras aren’t supposed to be rolling.
Why Authentic Content Works
Authentic storytelling humanizes a program. It transforms athletes and coaches into people we know, not just people we watch.
Fans feel like insiders, part of the team rather than just spectators.
Alumni are more likely to reconnect when they see the shared traditions and personality behind the logo.
Donors invest in people and missions, not just records. Real content builds trust.
Recruits want to know the program’s culture, not just the stats and scholarships.
In a world where NIL plays a key role in recruitment, programs that show players as multidimensional, funny, focused, and resilient, stand out.
Types of Footage That Resonate
You don’t need a viral moment, you need a real one. Here’s the content that converts casual interest into invested followership:
1. Locker Room and Sideline Cam
Captures spontaneous emotion: celebrations, quiet pep talks, huddles after a loss.
Example: A coach giving an unfiltered, heartfelt postgame speech that goes viral not because it’s perfect, but because it’s real.
2. Mic’d Up Moments
Let players and coaches speak freely while practicing or walking through media day.
Example: A freshman wide receiver hyping up teammates at practice, showing leadership before ever hitting the field.
3. Player Journeys & “Road to the Roster” Stories
One-on-one storytelling around injuries, transfers, academic hurdles, or their journey from walk-on to starter.
These clips become 60-second reels that fans feel, not just watch.
Example: A QB reflecting on transferring from a bigger program, finding community here, and now leading the huddle.
4. Coach Life Off the Field
Show coaches in “non-coach” roles: parenting, mentoring, attending community events.
Example: A video of a coach grilling with family, followed by a voiceover explaining why culture matters more than wins.
5. NIL & Transfer Portal Transparency
Quick, candid clips explaining the realities of managing NIL expectations and transfer opportunities from the coaching POV.
Example: A head coach walking recruits through the team’s NIL strategy to retain talent and support brand development.
6. Team Traditions and Rituals
Whether it’s a pregame song, a post-win chant, or team dinners, ritual builds identity.
Example: A mini-doc on how the team preps on Thursdays, narrated by players.
Real Brings Results
The most engaging posts across platforms like TikTok, Instagram Reels, and YouTube Shorts aren’t scripted masterpieces, they’re moments that feel too genuine not to share. They’re what drive:
Higher engagement rates compared to polished promos.
Stronger emotional ties with fans and families.
Word-of-mouth growth through reposts and peer-to-peer sharing.
Recruiting wins, as prospective athletes get an authentic preview of what life is really like within the program.
Closing Thought: Let the Messy Moments In
At MO State, we’re committed to showing real culture, not just curated content. We believe that what happens before the whistle, after the win, or in the chaos of the locker room says more about a team than any stat line.
So whether it’s a player reflecting on their toughest loss, a coach juggling recruiting with parenting, or a team laughing through warmups on a rainy Tuesday practice, it all belongs in the feed.
Because perfection may impress, but authenticity connects.
Regan Jones is the lead Athletics Videographer for Missouri State University, where she captures the energy and emotion of over 19 NCAA sports. As the founder of My Charmed Productions, she brings a cinematic edge to team branding, athlete storytelling, and sports media strategy. Her passion for the lens began in second grade with a camcorder and a cast of siblings, crafting music videos and backyard plays. By eighth grade, she was creating hype videos for the Greenwood Bulldogs Championship Football teams—and she hasn’t looked back since.
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