Beyond the Brand: Prioritizing Authenticity in the Influencer Era

By: Zohaib Qureishi | Seasonal Public Relations Intern | Digital4Good

Imagine scrolling through your feed to find your favorite influencer's latest update. Expecting to see their usual creative content, you’re disappointed when the post turns out to be a product endorsement — less advice, more advertising. 

The rise of influencer marketing on social media raises an important question: Should influencers and content creators de-center businesses and prioritize real relationships with their audiences? Let's look at the catalysts of this trend and its impact on today’s digital landscape.

The Rise of Influencer Marketing

Thanks to social media apps like TikTok, ordinary people have become virtual celebrities practically overnight. Social media influencers shape trends, opinions, and even consumer behavior. Corporations have been quick to capitalize on this phenomenon, turning influencer marketing into a billion-dollar industry. 

The problem is, when every story starts to feel like a sales pitch, trust is lost. Studies show that more than half of consumers “feel overwhelmed” by the oversaturation of influencer marketing, and that 45% have unfollowed influencers they perceive as inauthentic.

Why Authenticity Matters 

When influencers put brand partnerships ahead of genuine engagement, they run the risk of losing the bond that drew their audience to them in the first place. Authenticity is what fosters community and sparks meaningful discussions. Content that is motivational, informative, and entertaining outperforms ads and product placements. 

The influencer marketing industry isn’t going away anytime soon, but influencers can rebuild trust with their audiences by emphasizing transparency, honesty, and meaningful connections. This may mean being more selective with brand deals and choosing only to work with brands you genuinely like and trust. Before accepting deals, consider whether the brand’s values align with your own. 

It can also mean endorsing products you love and use regularly — possibly ones you started using even before the brand deal. Before recommending it to audiences, ask yourself: Is this a product or service I would recommend to friends or family? By avoiding excessive corporate collaborations and focusing content on community rather than consumption, influencers can contribute to a healthier online culture.

Prioritizing Authenticity

We all have a role to play in contributing to a healthier online world. Whether you’re an influencer, student, parent, or educator, you have the potential to help make social media a more authentic and engaging environment for all.

You can start by engaging with content that promotes authenticity and meaningful connections. Make posts that showcase who you are and what you love. Follow and interact with influencers who balance creative storytelling with honest endorsements.

Let's restore social media to its original purpose as a platform for innovation, connection, and stories. Want to join the movement for a better internet? Check out Students4Good, a monthly community event and ad-free platform for students doing good online and in their communities.