15 Creators Dissect Authenticity in Influencer Marketing

“What makes an influencer partnership authentic is compromise. I believe it’s best to let the influencer come up with ideas for the initial concept of the campaign, once the brand communicates what the goal is. That way, the influencer is excited and confident in executing the branded content.” “I believe that branded content works best when it’s integrated and feels authentic. One of the most import aspect of authentic brand partnership is working with brands that you actually like. I only work with brands that I trust and like their products. If it’s not a good fit, my audience can see right through it.” “I think authenticity is the most important aspect to marketing. You don’t want to sell products to your audience, you want to show them new possibilities.” “I’m not sure who originally coined the phrase but — what you say no to defines you more than what you say yes to. In short — it has to make sense from both ends. Working with brands and products that are in-line with one’s beliefs and brand identity is everything. Anything that looks super staged or insincere won’t have great engagement, and it will let the brand and your followers down.” “My readers trust me to partner with brands who not only match my personal style, but who I believe produce quality goods.

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“Authenticity in influencer marketing” is one of the most cliché phrases used in the space. But what does that actually mean to creators? I asked 15 influencers to share their thoughts about how they would define an authentic brand partnership.

“What makes an influencer partnership authentic is compromise. I believe it’s best to let the influencer come up with ideas for the initial concept of the campaign, once the brand communicates what the goal is. ie: The influencer should come up with a video concept that THEY would 100% enjoy making, and the brand can accept and add to it. That way, the influencer is excited and confident in executing the branded content.”

“I believe that branded content works best when it’s integrated and feels authentic. When there’s too much of a push, my audience (or any for that matter) is likely to feel turned off. My followers like beautiful content, inspirational content, and real content so I create that for them in a way that resonates with my experience. The long and the short, YES, we are in business, but we win when we’re true to who we are and what we believe in. My sponsored content is best when it’s clothing I wear and feel good wearing, or products that enhance my life and I really use in life.”

“Authenticity is necessary because you’re presenting to your own audience, who know, like and trust you. One of the most import aspect of authentic brand partnership is working with brands that you actually like. I only work with brands that I trust and like their products. If it’s not a good fit, my audience can see right through it.”

“I think authenticity is the most important aspect to marketing. And when it come to brand integrity for both parties — influencer and collaborating party — the only way to successfully maintain a positive image AND promote a product to an audience is for the consumer to almost unknowingly and naturally fall in love with what the influencer is promoting. In order to get that result it takes a level of trust from everyone involved; the brand to esthetically trust the influencer, and the followers to trust that the influencer is earnestly promoting something they believe in. Only then will we be able to authentically promote any brand.”

“You can’t win social media without being genuine. That’s why so many brands are struggling. They must unlearn everything they know about corporate communication and re-start communicating as humans.”

“Inauthenticity can be seen a mile away whether you are in-person or online. When you aren’t authentic you compromise trust with your readers and a lot of time that will translate into lower engagement. I think establishing partnerships with brands that you already support is an important element that will allow you to…

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