A study from Georgia State University sheds light on what makes influencers seem authentic, offering useful insights for brands, influencers, and marketing agencies.
The research, based on 185 interviews with consumers, influencers, brand managers, and agency leaders, shows that authenticity is not an inborn trait but something shaped by interactions between influencers, brands, and audiences. The study highlights five key traits that influence how authentic an influencer appears:
- Expertise: How well an influencer understands and explains their niche.
- Connectedness: The emotional bond they build with followers.
- Originality: Their ability to tell unique stories that resonate with their audience.
- Transparency: How openly they discuss brand partnerships, including the use of AI in content creation.
- Integrity: Whether their endorsements seem driven by passion rather than money.
“An influencer doesn’t need all five traits to seem authentic,” the researchers explain. “A weakness in one area can be balanced by strengths in others. For example, a non-expert in dermatology can still credibly discuss skincare if they consistently engage with the topic.”
Transparency matters
The study challenges the belief that AI weakens authenticity. When influencers are open about using AI for scripting, editing, or enhancing content, followers often trust them more. The research also highlights a common struggle: brand control versus influencer creativity. Many influencers refuse partnerships that require rigid scripts, as audiences prefer content that reflects the influencer’s personal style. When brands allow influencers creative freedom within clear guidelines, authenticity and engagement improve.
The study suggests practical steps:
- Brands should choose influencers based on shared values rather than follower count.
- Influencers should be upfront about partnerships and only endorse products they truly like.
- Agencies should help balance brand goals with influencer creativity.
With influencer marketing expected to exceed $24 billion by 2025, these findings offer a guide for brands and influencers to build lasting, trustworthy relationships. Authenticity—whether from expertise, connectedness, originality, transparency, or integrity—remains key to earning consumer trust and long-term success.
