As social media becomes more and more popular, the role of the influencer is becoming increasingly important.
Influencers have the ability to reach a large number of people and can have a significant impact on their audiences. The way people see and interact with brands is changing, and influencers are at the forefront of this change.
However, with great power comes great responsibility. As influencers become more influential, they also face greater scrutiny. Hence, it's important for influencers to remain authentic on social media, in order to maintain their credibility and trustworthiness.
Today, let's delve more into how influencers can keep their authenticity on social media and why should this be a big deal.
Influencer Marketing in 2022
It's no secret that influencer marketing has become a powerful approach that accelerates brands' growth. In fact, in 2022, the influencer marketing industry is valued at $16.4 billion. This is an 18.8% annual increase from the $13.8 billion at which the industry was valued in 2021.
Given its growing popularity, it's no surprise that the influencer marketing industry is becoming more competitive. As the industry grows, so does the number of companies offering influencer marketing services — to 18,900 worldwide. That alone is a stunning number.
Similar to the increase in agency competition, it's also becoming more difficult for influencers to stand out from the crowd and get noticed by brands. This is why authenticity on social media is more important than ever for influencers.
What Authenticity Means in the Context of Social Media
It's so hard these days to find influencers who are really genuine and who have the 'influence' brands seek. It's funny to think how this industry has blown up to be what it is today — with at least some people trying to be something they're not just to make a quick buck.
In the context of social media, authenticity means being true to yourself and your values, and being genuine in your interactions with others. It's about being real, and not putting up a facade just for the sake of getting likes or followers. When you're authentic, people can see that you're true and they'll be more likely to trust you.
Why it’s Important to be Authentic
Authenticity goes a long way in building trust with your audience. People can see right through a fake, and they'll quickly lose interest in what you have to say. In fact, we’ve seen many comments on paid influencer posts calling out influencers who are just cashing in.
On the other hand, being authentic can help influencers build a strong rapport with their audience, which can lead to long-term relationships. When people trust an influencer, they're more likely to listen to what she has to say and they'll be more likely to act on her recommendations. Because of that, more brands will want to hire her. It’s a virtuous circle.
How Influencers Can Keep Their Authenticity On Social Media
Now that we know how important it is for influencers to remain authentic on social media, let's take a look at some ways they can do so.
Keeping things unfiltered
And we're not talking about Instagram filters...
Nowadays, we see a lot of influencers who seem to have the 'perfect' life. But the thing is, no one's life is perfect. Everyone has their own struggles and challenges, regardless of how wealthy or successful they may be.
It's important for influencers to show their followers that they're just like them — that they have the same fears, anxieties, and problems. By keeping things unfiltered, influencers can show their audience that they're real and that they understand what they're going through.
This can help build trust and rapport with their followers, as they feel like they can relate to the influencer. It also helps in humanizing the influencer and making them more relatable. This doesn’t necessarily have to be done in sponsored content, but keeping that trust is important, particularly with Gen Z audiences.
Being genuine in interactions
Some influencers appear not to notice, but as experts in influencer marketing, we can attest that followers can easily see right through a post that is not genuine. If an influencer is just trying to act cool or show off or sound nice, people will see it and they'll quickly lose interest. Stop being too good to be true.
It's important to be genuine in your interactions with others, whether it's with your followers or other influencers. Keep your engagements real don't try to act like someone you're not. This will help you build stronger relationships with others, and people will be more likely to trust you.
Sharing their stories and experiences
Another way to show your authenticity is by sharing your stories and experiences with your followers. This can help them understand you better and it also helps in humanizing you. When you share your stories, make sure that they're real and that they're something that you're comfortable with.
You don't have to share everything about your life, but sharing some experiences can help your followers understand you better. It also makes them interested in knowing you, which is highly effective when working with brands.
Working with brands they believe in
Talk about brands, it's imperative that you work with brands that you actually believe in. This is because if you're not passionate about the brand, it'll show in your content and interactions. But that also means learning to say 'no' to brand collaborations — especially if they're not a good fit for you.
It can be tempting to work with any brand that approaches you, but it's important to consider if the brand is actually a good fit for your niche. When influencers work with brands they share the same values with, it's much easier to share your experiences and thoughts about it.
There you have it. These are some ways influencers can keep their authenticity on social media. Remember, authenticity holds so much power in influencer marketing.
Take note, more than 75% of brand marketers intend to dedicate a budget to influencer marketing in 2022. If you're an influencer, make sure that you're building authenticity online. It'll make a world of difference in your career. And if you're a brand looking to work with influencers, make sure that they're authentic and that they align with your values.
It's so hard to find real influencers these days, but it's worth the effort. Because when you do, you'll be able to build a strong and lasting relationship with them. But if your ways still did not work, you know where to find us.
Contact us today for your influencer marketing needs.