Here's how you can navigate the growing need for authenticity in influencer marketing.

Simply put, using our authenticity to build genuine relationships will always stand the test of time. One key aspect I incorporate in my brand is to engage with the audience beyond superficial interactions. Showing kindness by genuinely listening to their concerns and celebrating their successes goes a long way. One way in which I get close to my audience is having virtual coffee chats with my followers. This way, I get the opportunity to know them better and offer personalized advice or simply hold a safe space to have a human connection. It is time-consuming but oh so rewarding! Try it!

Stay updated on the latest industry trends and shifts toward authenticity. Consumers value genuine connections, so keep an eye on what resonates most with audiences.

Choose influencers who align with your brand values and have a history of authentic engagement with their followers. Authenticity is often more about quality than quantity.

Too often marketing pros see Creators as a channel, an audience and numbers. You need to look at them as what they are: individuals with a high creativity. Tailor you briefs, nurture relationship, let them express themselves. Identify creator that vibe with your brand and values and let them do what THEY DO BEST: bring creative value. If you smother them too much, are too directive with the briefs and CTAs and talking points, you will have a generic campaign full of clones, and that will feel unauthentic, bland and boring.

Build long-term partnerships with influencers. Genuine relationships often lead to more authentic content, as influencers feel more connected and invested in your brand.

It takes time and luck to create a relationship with a Creator that will truly feel authentic and meaningful. Don't rush things, go step by step. In every relationship things are not ideal right away and it takes working on it to build this trust. Maybe your best activation will be the 4th or 5th with the same Creator, and that's fine! Once you've found this sweet spot, is when you can really creative!

Encourage influencers to share personal stories and experiences that relate to your brand. Authentic storytelling can create deeper connections with audiences.

This starts before agreeing to produce content: 1. Is this a challenge/subject I've ever talked about? 2. From what I know about my audience, are they interested in this subject/solution? 3. Do I think I could enjoy making content around this? 4. Is the freedom I need offered? Brands can ask these questions about the creator: 1. Have they ever talked about the challenge/subject etc... If the answers no, don't do it. It will feel forced and inauthentic

Track engagement metrics to see how audiences are responding to the content. Authentic content often leads to higher engagement rates and more meaningful interactions.

Be prepared to adapt your strategies based on feedback and performance. Authenticity isn't static; it requires ongoing attention and evolution.

Ensure transparency in your collaborations. Clearly disclose partnerships to maintain trust with audiences. Additionally, provide influencers with creative freedom to maintain their authentic voice while aligning with your brand's message.