Raw and real: The long-form, unedited reality trend

The Martha K reality show

Martha Kalifatidis, renowned for her appearance on Married at First Sight Australia, has become a pioneer of the long-form, unedited content trend. Her authentic portrayal of family life and daily routines has captivated audiences, demonstrating the power of raw and relatable storytelling. By sharing unfiltered glimpses into her world, Martha has cultivated a loyal and engaged following, proving that authenticity is key to connecting with modern audiences.

Understanding the trend

The rise of long-form, unedited content signals a shift towards authenticity and relatability in content creation. By showcasing raw and genuine moments, creators are building deeper connections with their audiences. This trend stands in stark contrast to the carefully curated lifestyles often associated with Trad Wives. While Trad Wives frequently present an idealised image of domesticity, the long-form, unedited trend embraces the messy reality of everyday life.

Martha K has masterfully harnessed the power of authenticity; by inviting viewers into her home, she has created a sense of intimacy and connection rarely seen on traditional media platforms. With the introduction of so called supporting “characters”, such as her partner Michael Brunelli and their son Lucius, adds depth and complexity to the narrative. Viewers become invested in the family’s dynamics, creating a loyal and engaged fanbase. This approach echoes the success of reality TV shows like Keeping Up with the Kardashians, which capitalised on the allure of privileged family life.

However, unlike scripted reality television, Martha’s content offers a more genuine and relatable portrayal of everyday Australian life. As Chrissy Vlotis, our Creator Coordinator at Social Soup, points out, ‘It’s more real than reality TV.’ This highlights the trend’s ability to showcase ordinary moments, such as cooking, playing with children, or simply relaxing at home, Martha K’s content has tapped into universal human experiences.

Social Soup’s take on the trend

Maddie Goss, our Content Manager at Social Soup believes that “Similar to how the shift from Instagram to TikTok changed the landscape of content consumption, there’s been a corresponding change in the type of content people are drawn to. Creators like Martha K and Jade Tunchy, two iconic figures in the social space, who previously showcased their idealised lives on Instagram, are now focusing on sharing more relatable aspects of their lives. This shift helps remind their audiences that they are just like them.”

Why it works

• Authenticity: Unedited content offers a genuine and relatable portrayal of everyday life.
• Relatability: Viewers see themselves reflected in the creator’s everyday life.
• Intimacy: Sharing personal moments creates a sense of closeness with the audience.
• Engagement: Viewers are drawn to the raw and unfiltered nature of the content.
• Storytelling: Series-styled content allows for deeper storytelling and “character” development.
• Community Building: By sharing personal moments, creators foster a sense of community and connection.

How Marketers can leverage the long-form, unedited trend

• Authentic Partnerships: Collaborate with creators whose values align with the brand.
• Brand Authenticity: Align with the trend by showcasing genuine brand moments and behind-the-scenes footage.
• User-Generated Content: Encourage users to share their own unedited experiences with the brand.
• Storytelling Opportunities: Create compelling narratives that resonate with the target audience.
• Influencer Partnerships: Collaborate with creators who excel in long-form, unedited content.

Strategies for Creators

• Consistency: Maintaining a regular posting schedule and consistent content style is crucial for building a loyal audience.
• Audience Engagement: Encourage viewer interaction through comments, questions, and polls.
• Collaboration: Partner with other creators for cross-promotion and expanded reach.
• Diversification: Experiment with different formats and subgenres within the long-form, unedited space.
• Monetisation: Explore revenue streams such as brand partnerships, merchandise, and subscription models.

Trend prediction

The long-form, unedited content trend is likely to spawn a wave of Martha K copycats as creators seek to replicate her success. However, to truly stand out, creators will need to identify niche audiences and develop unique content pillars. This could lead to the emergence of new creator/celebrity figures who specialise in specific genres within the unedited content space, such as parenting, fitness, or cooking.

As the trend matures, we can expect to see increased competition and a greater emphasis on quality and authenticity to differentiate creators from the crowd.

Conclusion

The rise of long-form, unedited content signifies a shift towards authenticity and relatability in the digital landscape. By offering a genuine glimpse into their lives, creators like Martha K have captured the attention of the masses. This trend presents a unique opportunity for both individuals and brands to build authentic connections and foster long-lasting relationships. As audiences continue to crave genuine content, the potential for growth and impact within this space is immense.