For the past five years, Authenticity and Relatability, are the two words that have dominated almost every conversation around influencer marketing. Ironically, as these words became industry mantras, brand briefs became demanding, allowing very few creators to genuinely exercise them. As a result, the authentic creative expression of a content creator has become harder to find.
When Authenticity Became a Format, Not a Feeling
In the early days of social media, authenticity wasn’t a format but a perspective. Content creators shared viewpoints, experiences, and stories that felt relatable as they were rooted in meaning, and not just performance. In reality, authenticity did not originate from social media; in fact, it has always been a crucial part of storytelling.
Take Batman, for instance. Being a DC fan, I have always found Batman relatable, not because of his wealth or supernatural abilities, but because of his character, values, and the way he navigates conflicts. What audiences connect with are those moments of truth in his narrative, not some surface-level format of similarities. So, when did being authentic become a label?
How Algorithms and Briefs Rewired Influence
The PKR 4 billion industry, growing with a double-digit percentage, the order and dynamics have reversed. Many creators are now confined by algorithm-driven formats, adjusting their content for greater visibility, not for their audience, but to attract the brands.
The sheer volume of content on the feeds makes it increasingly difficult for creators to create and harder for consumers to find good scroll-stopping content. From my past four years of analyzing creator data and metrics, I have observed that once creators surpass the 300 thousand mark, their follower growth slows down. This slowdown is largely due to the loss of novelty and, most importantly, weakening audience trust. While they may get the attraction when they start.
It is important to evolve with time along with catching the up with the culture and giving it a personalized perspective. Everybody is talking about the same thing, how you make it more personal and relatable is an essential component. This helps explain why a lot of creators’ sponsored content underperforms compared to their organic content.
So, what does authenticity actually mean? It’s definitely not merely being real, sharing personal stories, doing content without make-up, or shooting first-person content. Authenticity also doesn’t come from a catchy hook, a particular style, or a brand-aligned promise, because the moment the content becomes formulaic, the audience disengages, regardless of all the likes and views.
Why Trust, Consistency, and Culture Matter More Than Reach
True authenticity lies in consistency, which, in today’s era, is known as ‘intentional authenticity. It is an alignment between what a creator shows, what they talk about, and the values that they represent. Authenticity can be staged, cinematic, or take any creative format, but the content would work only if the audience believes it and trusts the narrative. Waliya is a prime example; her consistency is her biggest strength. Regardless of the format, her content has similarity in context, tone, look and feel, and the environment, or MystaPaki, who recently created a wave when it comes to finding a good Tiramisu in Karachi. This is called nurturing a culture through a wave of stories, which enabled audience curiosity.
Globally, social-first strategies and short-form narratives are increasingly driving engagement. Take Roomies on TikTok, created by Blit, a financial bank in UK; a story involving a micro influencer along with a supporting cast, without a single brand endorsement or placement. The result? Strong brand recall and increased conversation generated around the brand, driven purely by authentic storytelling.
Today, many creators risk becoming a human ad placement, dictated by algorithms and brand briefs. Unlike creators, the traditional media still operate free of such clutter, protecting their creative freedom. However, creators are operating as advertising billboards, eroding their believability and authenticity.
Brands also often confuse frequency with influence, assuming that it will build trust. In reality, frequency builds brand recall, not credibility. True impact comes from building community, keeping consistency, and creative storytelling. As the audience is getting smarter, brands should choose their advocates wisely. A creator selling one telco offer a month and another in the next few days will not be able to consistently build a strong brand narrative and affinity for you.
The next era of influencer marketing requires gravity and long-term partnerships that put creators first and let them take front seat for shaping brand narratives naturally. Brands must integrate into culture authentically rather than forcing creators into selling scripted narratives.
The future lies in building communities, being consistent with the approaches, and creating meaningful content. My last personal thought is that authenticity can no longer be bought; it has to be earned, even if it’s paid.
The moment it becomes part of a strategic brief, it stops being real.