I'm tired of people saying things like "oh brand account needs to be more authentic" or we need team-led marketing, we all need to post authentic excitement - so I started reading philosophical papers on the concept of authenticity.

I'm tired of people saying things like "oh brand account needs to be more authentic" or we need team-led marketing, we all need to post authentic excitement - so I started reading philosophical papers on the concept of authenticity. 

https://philpapers.org/rec/MOEBOT-2

add to that "Influencer Factory, a marxist theory of corporate personhood"

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and ofc there's a whole question of how authentic can it really be when we all are conscious that we are putting on a "persona" - a form of doubling, that might not reflect our real self (altho boundaries blur these days) - esp when you add to that the request for people to be consistent to foster their personal brand.

well in his view authenticity = the technology for shaping identity through the pursuit of originality. 

and in a sense that's kinda what people expect. You should be original, not just do the same all over again (altho there's influencers whose whole personality is doing Temu Hauls so who knows) 

As such, seeking to validate whether you are "authentic" through social media - and not in mediation with yourself - is probably going against this idea of pursuit of originality.

Isn’t the author confusing originality with uniqueness? Authentic posts should be genuine, in line with your it current identity, state of mind etc. 

Social media makes people believe what they are and how they are feeling isn’t “newsworthy” because it gets no likes in the past. Hence the copy-pasta of posts and adoption of identities and feelings that aren’t yours but gives you the high of validation