In today’s digital world, influencer marketing has transformed the way companies and brands promote and share their products and services to the world. While mainstream celebrities once dominated publicity with television endorsements and advertisements, today’s most successful campaigns rely on influencer marketing.
Why Authenticity Matters in Influencer Marketing
Why is authenticity so important in influencer marketing? Audiences today are more skeptical than ever about traditional self-promotion. Among the younger generations, Gen Z are particularly able to quickly detect insincerity. This makes sense, as younger people have been on their screens watching other people since they were kids. In this increasingly noisy digital space, brands have become aware of the power of collaborating with online personalities. In 2023, the market size for influencer marketing reached an estimated 21.1 billion in value. This shift highlights just how crucial of an investment influencer marketing has become.
This shift is due to multiple factors. Unlike your traditional celebrities, influencers share a strong relationship with their fans. While a movie star is recognized for their work, an online influencer is likely known for their persona, as they establish a personal connection with their audience. Their genuine content helps to build trust, engagement and loyalty in their fanbase. In the tech space for example, Marques Brownlee has been building his following since 2009. When he gives a positive review for a product, it means something because his following trust his judgement. Likewise, when he gives a negative review, it also has a deep impact on the brand involved like when he called Fisker’s EV car “the worst car” he’s ever reviewed.
Final Thoughts
The effectiveness of influencer marketing relates to authenticity. It is the foundation of high-performance campaigns: influencers promote brands that make sense to their respective audiences, all while integrating the brand’s message. Therefore, the influencer can use their signature style and tone to organically promote a product, share stories, and offer feedback, as opposed to reading from a pre-written script that feels inauthentic. In conclusion, brands that partner with influencers whose values align with their own will achieve stronger customer acquisition compared to traditional advertising channels. Authenticity is the key to the success of these campaigns.
References
- Hoos, B. (2022, 11-8). Unpacking Authenticity: What High-Performing Influencer Marketing Campaigns Look Like. Retrieved from Forbes: https://www.forbes.com/councils/forbesagencycouncil/2022/11/08/unpacking-authenticity-what-high-performing-influencer-marketing-campaigns-look-like/ ↩︎
- Influencer marketing market size worldwide from 2015 to 2025. (2025). Retrieved from Statista: https://www.statista.com/statistics/1092819/global-influencer-market-size/ ↩︎
- Kastenholz, C. (2021, 3-2). The Importance Of Influencer Marketing In The ‘New Normal’ Digital Sphere. Retrieved from Forbes: https://www.forbes.com/councils/forbesagencycouncil/2021/03/02/the-importance-of-influencer-marketing-in-the-new-normal-digital-sphere/ ↩︎
- Kay, G. (2024, 3-7). Fisker’s electric SUV got a terrible review. It’s turned into a whole saga. Retrieved from Business Insider: https://www.businessinsider.com/mkbhd-fisker-ocean-review-marques-brownlee-video-tiktok-2024-3 ↩︎
- Kuzminov, M. (2024, 1-5). The Power Of Influencer Marketing: Your Strategic Investment For Success. Retrieved from Forbes: https://www.forbes.com/councils/forbesagencycouncil/2024/01/05/the-power-of-influencer-marketing-your-strategic-investment-for-success/ ↩︎
- Why Influencer Marketing Is an Important Part of Today’s Businesses. (2024, 7). Retrieved from Grin: https://grin.co/blog/why-influencer-marketing/ ↩︎