How authenticity became the hottest commodity in influencer marketing

This week has been a big week for BeReal. First, the platform hit 10 million daily active users last Wednesday, up from 10,000 just over a year ago. Then came the news that Instagram was introducing a ‘Candid Camera’ feature, where users post a photo of what they’re up to within two minutes of receiving a notification. For BeReal fans, the premise will sound familiar - it’s a pretty clear cut copy of BeReal’s main feature.

But what does this tell us about what users want from their social media platforms?

A key takeaway is authenticity. BeReal has been branded as the ‘anti-Instagram’ - it encourages its users to share authentic moments with their friends and promotes a feed of people you know that’s not filled with #ad posts or sponsored content. Clearly, the concept has resonated with users. The platform has seen staggering success since its launch in December 2019, and is now being touted as ‘Gen Z’s favourite app’.

Why is authenticity important??

By 2022, many of us have spent more than a decade hooked on social media. We’ve lived through the rise of face-editing apps - and have then seen movements such as #unfiltered and #acnepositivity rally against them by championing real bodies. Now we spend a large proportion of our daily lives on social media, we must uphold authenticity in order to maintain a connection to reality whilst we scroll.

For brands, it’s important to sit up and take notice of the shift happening in the social space. If authenticity is key to audiences, then it’s critical to implement that real, genuine connection in influencer marketing campaigns. Gen Z in particular are sensitive to how ‘real’ a brand is, with 82% stating they trust a brand more when it uses images of actual customers in its advertising.

How can brands maintain authenticity?

Partnering with influencers who share your brand’s values is an effective way to increase brand awareness and communicate your core message authentically. Similarly, letting influencers take the lead when creating branded content allows them to connect to their audience in a way that feels natural for them.

It’s also worth integrating social issues into your brand campaigns in order to express authenticity to your audience - in particular Gen Z, 72% of whom said they were more likely to buy from a company who donates to social causes. But be aware that this demographic are smart and will expect you to put your money where your mouth is - so make sure your support for a social cause goes beyond getting views on your campaign and translates into the real world as well.

As the social media landscape develops, it seems that authenticity is here to stay. Now is the time for brands to ensure their influencer marketing campaigns authentically resonate with users.