Nowadays we see soooo many headlines of this kind:
“3 Reasons Authenticity is Crucial for Influencer Marketing“
“The Importance of Authenticity in Influencer Marketing“
“Authenticity and influencer Marketing: Why it Matters“
And look – from a major newspaper – how often the word “authentic” is used when talking about influencers:
Authentic, authentic, authentic… You’ve got to be authentic.. He’s so authentic. That’s soooo authentic!
More articles sprouting up every week with the same mantra. It’s becoming (or actually has already become) a cliché.
Thanks for making me smile, everyone, but I’ve been in the Influencer business long enough to know that this is not quite true.
Here is what I do know: not all Influencers are created equal – they are different one from another in their personalities, what they write about, and their audiences.
Influencers can have charisma. Or not
They can be so interesting! Or…not!
They can be likeable. Or despised!
And none of these things have anything to do with authenticity. Influencers can be authentically boring. Or they can be “authentic.” Or they can be almost exactly like dozens of other influencers (snarky, fashion oriented little dog? photogenic couple living out of a van?) yet still have a great following.
The above is maybe #NotAuthenticButGreat !
The most important factor in determining whether an Influencer is successful – or so I’ve found – is not whether they are “authentic,” but whether they’ve managed to build a community. Even if their content is not entirely original — it doesn’t always matter. If they’ve built a community that is alive and kicking most days of the week and can’t wait to see the Influencer’s next posts, they’ll be successful.
SMI* = Social Media Influencers