By Tejas Chandarana
Consumers today are more aware than ever. Their content feeds are saturated, and they recognise when brands are trying too hard. To cut through the noise and build lasting relationships, brands must embrace authenticity. Partnering with influencers to tell genuine brand stories, rather than simply producing ads, engages audiences on a deeper level and makes it harder for them to tune out. With over 89% of consumers valuing authenticity in content [Sprinklr, 2024], authentic influencer engagement is no longer just an option—it’s essential for achieving meaningful results.
Content rooted in authenticity is incredibly valuable because it brings a level of credibility and shared passions that brands can’t replicate. Influencers attract loyal followings through shared passions. Shared passions spark emotion, and emotion builds trust. This trust empowers influencers to tell brand-inspired stories that can shift perceptions, change hearts and create lasting impact.
However, trust is fragile and can be easily undermined if brands don’t choose the right influencers or if they restrict creative freedom. So, how can brands co-create with influencers to foster trust and authenticity within their communities?
