The target group must be able to establish a connection between the supplied content, the visited website and their own real-life environment.

If this connection cannot be recognised, the content appears inauthentic. Even elaborately produced content fails to lead to user interaction in the wrong context, or it may even lead to negative sanctions.

For example: A video on flatland BMX doesn’t really belong on a site about road cycle racing, even though both target groups move on two wheels.

Glossary index