THE IMPORTANCE OF INFLUENCER MARKETING AUTHENTICITY AND HOW TO MAINTAIN IT
Updated: Jun 27
In the digital age, social media has changed the way people interact and consume information.
One of the most significant changes is the emergence of influencers, who have become the go-to source for recommendations and advice on products and services.
However, as the influencer industry has grown, so has the demand for authenticity.
Consumers are no longer interested in being sold to; they want to hear from influencers who are genuine and trustworthy.
In this article, we’ll explore the importance of influencer marketing authenticity, how to cultivate it, and how to maintain it.
Why Authenticity Matters
Authenticity is a key factor in building trust between influencers and their followers.
When influencers are authentic, they create a connection with their audience that is based on mutual trust and respect.
This connection is vital because it creates a sense of loyalty, and a willingness to engage with the influencer's content.
Authenticity also helps influencers build a more relatable brand that resonates with their audience.
In contrast, influencers who lack authenticity can quickly lose credibility and their followers' trust.
They may be perceived as being disingenuous, which can lead to a decline in engagement, and ultimately a loss of followers.
Take this Scott Disick sponsorship for example:
This creates a struggle to build long-term relationships with their followers, as their audience may feel disconnected or alienated from them.
How to Maintain Influencer Marketing Authenticity
Be transparent about sponsored content
Influencers should be transparent about their sponsored content.
It is essential to disclose when a post or video is sponsored and to be clear about being compensated for sharing a product or service.
This transparency builds trust and helps followers understand that the influencer's recommendations are genuine, but sometimes initiated by a brand as well.
Create content that aligns with your values
Influencers should create content that aligns with their values, beliefs, and lifestyle.
This alignment helps build authenticity because the content feels genuine, not forced.
Influencers should avoid promoting products or services that they do not believe in, or can’t support.
Engage with followers
Engaging with followers is an excellent way to build authenticity.
Responding to comments, answering questions, and participating in conversations all help to create a sense of community and establish a personal connection with followers.
When influencers engage with their followers, it shows that they are genuinely interested in building relationships and connecting with their audience.
Influencers should be themselves and avoid trying to be someone they aren’t.
Followers are looking for something real and relatable, and trying to be someone else can come across as inauthentic or fake.
Being true to oneself helps to build trust and creates a personal connection with followers.
Check out this short how-to on authenticity:
In conclusion, authenticity is essential for influencers to maintain their credibility and build a loyal following.
Influencers who are transparent, create content that aligns with their lifestyles, engage with their followers, and stay true to themselves will build strong personal brands that resonate with their audience.
Authenticity is a key factor in establishing trust, and trust is essential for long-term success as an influencer.