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“The irony of raw-dogging is that almost every instance is filmed by somebody else and put on social media”
No. No! Get your mind out of the gutter, please.
We run head on at the phenomenon of an instant social media trend and begin to explore a few interesting ways that the world has responded to it.
This trend reflects a broader challenge many employer brands face in navigating social media: how do you stand out without falling into the traps of inauthenticity or controversy?
Social media is a competition for attention, especially with Gen Z, a skeptical generation that values authenticity. They don’t just consume content—they critique it. Overproduced, overly corporate messaging won’t cut it, and this is where many brands struggle. Spontaneity is key, and brands need to embrace a genuine, unpolished approach.
The fear of cancel culture and negative headlines often paralyzes companies, causing them to play it safe. But standing out requires risk—calculated, authentic risk. TikTok success stories, like Duolingo and Netflix, thrive because they’re in on the joke, not afraid to be real. Just like raw-dogging pushes boundaries, brands need to push theirs by letting their true voice be heard on platforms like TikTok, where the audience craves authenticity over perfection.
In this digital landscape, embracing authenticity is no longer optional—it’s essential. The scariest part? Failing to take the leap.
