Authenticity more important than follower count in sponsored content, research shows

BIRMINGHAM, Ala. (WIAT) – It’s hard to take a scroll on social media and not come across a sponsored post or advertisement by an influencer. But what makes these influencers influential? Research at UAB shows it’s not follower count that matters most in sponsored content, but the authenticity of the influencer.

“Most influencers actually don’t, there’s no #ad, #sponsored, they don’t denote that they’re being paid, because when you signal that this is a paid advertisement, engagement drops, and influencers are all about engagement,” UAB associate marketing professor Dr. Parker Woodroof said. “But the problem is, is that trust is intertwined into all of that, and so if we don’t figure out how to be human and how to meet our followers where they are, this is a human problem.”

Woodroof says when looking for representatives, brands should look more at trustworthiness than virality.

“It’s not just about the product, it’s about the influencer’s qualities spilling over on the product and the brand,” said Woodroof. “You need to show your face. You need to use language that’s kind and calm and emotionally grounded. I would ditch the hashtag spam and most importantly, you just can’t fake it. The algorithm might reward reach, but people reward authenticity.”

That warmth in posts is what Woodroof says pushes the needle for consumers online.

“Micro influencers with smaller followings, they’re going to thrive in that emotional connection environment. That’s what they’re good at, and they have the time, they don’t have as many followers so they can engage in that a lot more easily than a mega influencer can,” he said. “Micro influencers, their strength is feeling like a trusted friend.”

Avery Braddock is a newer content creator in Birmingham. She leans into making content with a more laid-back feel.

“I think we went through a phase in the social media and content creation world where everything is very curated, cookie cutter and everything had a perfect little bow on it and we’re kind of shifting into content that is much more authentic and real,” Braddock said. “People like that it feels like we’re on a Facetime call while I’m getting ready, people like that it’s very casual and I’m just telling stories about my dates or I’m just talking to them like a friend.”

Braddock says the level of authenticity she holds herself to with her followers has played a role in the brands she chooses to promote or work with.

“I’ve had a few partnership opportunities that I’ve turned down because it didn’t feel like organic and authentic content that I would naturally post and so I think that’s something that can set me and a lot of content creators apart,” she said. “If a content creator is constantly posting paid partnerships and all they’re doing is shoving product down your face, that’s not authentic and the audience isn’t going to enjoy that.”

Woodroof says brands are learning in real time that it takes a while to build trust but only a moment to destroy it.