# @jared-kleinstein on LinkedIn

- **Type:** Gif
- **Original URL:** https://www.linkedin.com/posts/jared-kleinstein_were-now-in-the-prove-it-era-of-social-activity-7516543954993991682-Sg7a
- **Gondola URL:** https://gondola.cc/posts/73138714-injared-kleinstein-linkedin
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/cd9ff22dce.jpg
- **Posted:** 2026-10-15T17:02:09.503+00:00
- **Account Owner:** Jared Kleinstein (@jarzod) — https://gondola.cc/jarzod

## Caption

We're now in the "Prove it" era of social content. Creative content can't just be great...we need to see who actually made it, how they did it, and that it's real. 

Here are a few ways we're seeing this happen:

1) Brands are embracing creatives as an additional distribution channel. It's gone from "you're work-for-hire, therefore you shouldn't publish our work on your social channels to grow your own brand" to "feel free to publish the content after __ time, the more people that see this content the better."

It's a win-win. Creatives build their personal brands and portfolios, while brands get additional distribution. Sometimes a creator's version of a post can reach more people than the original brand post, and that's finally being seen as not-a-bad-thing.

2) The intentional "BTS as a deliverable" from clients. With VFX/practical effects creators like Caleb Natale or Lawrence Becker, whether it's a timelapse or a video showing the capture from a different pre-edit angle, the BTS post can often perform as well (or better) than the primary asset. 

3) Adobe has led the way with Content Credentials, showing the origin of content as a standard for authenticity (shoutout Andy Parsons and the squad). The sheer volume of major partners who've signed up for their Content Authenticity initiatives is wild.

 4) Creative credit is becoming an asset in its own right. This is the entire premise behind Gondola. The people making incredible content deserve to be recognized for it. Those credits should power their analytics, portfolios, and ultimately their next job opportunities.
For too long, the brands got the attention while the people behind the work remained invisible. We're trying to change that.

The big takeaway here is that the combination of empowering creatives to show how things are made, have more of them publish the content, and have verifiable systems to tell people who made what, is a GREAT combo for all parties involved. There are plenty of doomsdayers out there getting negative about the market today. But this is one way the industry is changing that's definitively for the better. 

(vid cred: Fresh Tape Media x Prime Video & Amazon MGM Studios x Eli Lilly and Company x Candace Parker) | 12 comments on LinkedIn

## Stats

- **Views:** 0
- **Likes:** 58
- **Shares:** 0
- **Comments:** 12

## Credits

| Name | Username | Profile | Role |
| --- | --- | --- | --- |
| Jared Kleinstein | @jarzod | https://gondola.cc/jarzod | Social Manager |

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