Our CEO Greta discusses all things content & authenticity.

The world of content, social media and marketing is changing around us at breakneck speed and sometimes, it’s good to take a step back and look at the world around us all, and where we fit into that.

Greta Dunne (our Founder & CEO) recently spoke on an upcoming podcast about trust, how brands build it via content and how the changing landscape of influencers and AI have impacted all things brand credibility and authenticity.

We thought you might like to hear some exclusive, relevant snippets before the podcast drops.???

So, if you’re ready, let’s get into the interview!

Question 1: There’s a rising issue on social media with fake reviews and inauthentic UGC. How big of a problem is this for brands today?

Greta: It’s a massive problem. Research shows that up to 40% of online reviews could be fake, and consumers are getting savvier at spotting them.

Brands that rely on misleading content might see short-term gains, but in the long run, it erodes trust. Once a brand is exposed for manipulating reviews or using misleading influencer partnerships, regaining consumer confidence is incredibly difficult.

Question 2: Many brands rely heavily on influencer partnerships, but sometimes this content feels overly polished or salesy. What impact does that have on consumer trust?

Greta: Consumers can spot overly curated content a mile away. When everything looks perfect, people assume they’re being sold to rather than spoken to.

That’s why we’re seeing a shift, consumers trust their peers more than celebrities or influencers. If brands don’t evolve and embrace real, unfiltered voices, they risk losing credibility and engagement.

Question 3: There have been major scandals where big retailers and marketplaces have been caught hosting fake reviews. Do you think consumers are becoming more sceptical of traditional UGC?

Greta: Absolutely. We’ve reached a tipping point where scepticism is the default.

People know brands can manipulate reviews, so they look for content that feels raw, unpolished, and human. That’s why short-form video content (like the content our creators upload to Marker Video) is so powerful. It’s hard to fake someone’s genuine excitement or disappointment in a 30-second clip.

Question 4: Many brands struggle to balance authentic user feedback and maintaining control over their messaging. How should they approach this challenge?

Greta: The key is curated authenticity not scripted content, but guided storytelling.

Brands should encourage real customers to share their experiences while giving them light direction on what to focus on. That’s exactly what we do at Marker Video, our marketplace provides brands with genuine UGC that aligns with their identity without being overly controlled.

Question 5: You focus on getting real people who aren’t paid influencers to share their opinions at Marker Video. Why is this a game-changer for brands?

Greta: Because trust sells.

When consumers see people like them, real buyers, not paid endorsers sharing their honest experiences, they’re far more likely to engage and convert. Our marketplace makes it easy for brands to instantly access a steady stream of raw, relatable video content that performs better than polished ads.

6,000 creators & growing

Finally, we reached a new milestone this week. ??

It has been ten months since we launched Marker Video, and we’re both excited and delighted to have over 6,000 of you now signed up and using Marker across: The U.S.A., Canada, The U.K., Ireland, Australia and New Zealand.

This is truly just the beginning, we’ll have fresh features, updates, new brands and many more opportunities for you to earn in the near future, but for now, thank you for being with us.

Greta & Alison ??