Meta Introduces Authentic Content Label for Stories

With social networks came the natural human need to present oneself in the best possible light. Beautiful homes, creative food, extraordinary experiences and, of course, perfect appearance. Then came beautifying filters that brighten skin, enlarge eyes, enhance lips… As usual, the bubble of fantastic visuals kept inflating until people began discussing social media’s impact on mental health – especially of minors.

Children and young adolescents are bombarded in the online space with seemingly perfect lives, as well as marketing messages. For instance, TikTok in the US has restricted targeting people under 18. To avoid user exodus, social networks are looking for ways to remain sufficiently human even in the digital era. The no edit function aims to emphasise that shared images haven’t been modified or enhanced.

Radu Oncescu reported that Meta is testing the feature. He explains that the function should work by long-pressing an image directly from the gallery to upload it. This way, the photo goes straight to Stories without any modifications or enhancements. The No edit label is added automatically.

The No edit label provides an opportunity to emphasise authenticity. Besides personal profiles, businesses can benefit from this too. It’s time to strengthen credibility in marketing campaigns that rely on visual content.

Authenticity as a Competitive Advantage in the AI Era

In an era saturated with AI-generated and heavily edited content, the Unedited label can help differentiate a brand by showing real and authentic content. Customers appreciate honesty in visual product presentations. This feature may help eliminate scepticism caused by overly edited images.

Of course, there are still some gaps. It’s important to realise that No edit signals that the image wasn’t modified in the app. However, users can still edit images in external applications before uploading.

This could undermine the feature’s credibility. Similarly, the issue with AI-generated visual content and its impact on authentic social interactions remains unresolved. And precisely in an era when AI-generated content is used more and more, audiences are beginning to value authentic visuals.

With increasing AI usage, it will become increasingly difficult to distinguish real content from artificially created. The Unedited feature goes hand in hand with the demand for natural content, allowing companies to get closer to customers who want genuine interaction.

Can No Edit Change the Rules of Marketing?

Let’s be honest: in marketing, authenticity is more of an ideal than reality. Although several surveys suggest that customers increasingly value authentic content, companies must balance transparency with their commercial objectives.

These often include trying to show products in the best possible light. Let’s look practically at reasons why companies might not use the No Edit function authentically:

1. Competitiveness: In a highly competitive environment, it may be difficult for brands to risk presenting imperfect or unedited visuals if it means appearing less attractive than their competitors.
2. Customer Perception: While consumers say they want authenticity, they’re accustomed to professionally presented products. Showing unedited products might therefore be disadvantageous for some companies if customers expect ideal representations.
3. Brand Image Control: Companies often prefer complete control over how their products appear. The No Edit function might restrict them in this sense and lead to risks that content won’t meet brand requirements.
4. Potential Misuse: Even if companies declare their content isn’t edited, visuals can still be modified in external applications before uploading. This could significantly damage the feature’s credibility.

Can the Feature Be Used Authentically?

There are some tips. Brands can use the No Edit label for example when publishing production shots, behind-the-scenes footage, or customer reviews. Small brands or companies with artisanal products or ecological services can use the feature to underscore their emphasis on transparency and trust. In these segments, authenticity is key.

In marketing, the No Edit function likely won’t be widely used for truly authentic product representation. However, it can be a clever tool for targeted campaigns where authenticity and informality play significant roles. Authenticity in marketing often depends more on how brands can present it rather than whether it’s truly real.

However, if we set aside corporate marketing communications, we can at least hope that the feature will help at an individual level.