How to Avoid the Authenticity Crisis in Influencer Marketing

Influencer marketing is hitting an authenticity wall. Eighty-eight percent of consumers expect authenticity, yet nearly half believe influencers are inauthentic, and 35 percent think influencers are dishonest about both sponsored content and their own image (HypeAuditor, 2023; Lynch, 2018; Morning Consult, 2019). For brands marketing to moms, that trust gap can undo years of brand building.

So what do you as the founder of a mom influencer agency who is currently earning her doctorate degree when you identify a change in your industry? You academically research it of course! And then you apply research and 30 years of experience to offer solutions.  Enjoy! 

Why Authenticity Breaks Down in Influencer Campaigns

Influencers are more than individuals with large followings. They are social assemblages, a network of followers, brand managers, agency reps, content, and products that interact in ways that can stabilize or destabilize trust (DeLanda, 2006). Each stakeholder values different things. A brand may focus on reach, while followers prize sincerity. Misalign those priorities and credibility cracks appear. Balance is what creates relevance, trust, and ultimate success for all parties involved. 

Five Pillars of Authentic Influence

Research shows that influencer authenticity rests on five properties working together (Audrezet et al., 2020; Lee & Eastin, 2021; Lindmoser et al., 2022):

• Expertise: real authority in the niche.
• Connectedness: followers feel personally engaged.
• Originality: unique storytelling and personal experiences.
• Transparency: clear, balanced communication about sponsorships.
• Integrity: motivations that go beyond money.

A weakness in any one area can erode trust across the entire assemblage.

Two Forms of Authenticity to Cultivate

• Passionate authenticity happens when influencers are driven by inner passion more than commercial goals (Audrezet, De Kerviler, & Moulard, 2020).
• Transparent authenticity requires openness about contracts and collaborations.

Consumers also watch for sincerity, truthful endorsements, and uniqueness (Lee & Eastin, 2021) and define authenticity as consistency with one’s true self (Lindmoser, Weitzl, & Zniva, 2022). Research by BSM Media illustrates that these behaviors are higher in Gen Z moms over Millennial or Gen X mothers. 

6 Ways How Brands Can Avoid the Authenticity Crisis

1. Vet influencers for authenticity indicators.
   Before signing, evaluate expertise, connectedness, originality, transparency, and integrity. Go beyond follower counts. Review long-term content patterns and community engagement.
2. Build long-term partnerships.
   Multi-campaign relationships allow influencers to weave your brand into their lives naturally, which strengthens both passionate and transparent authenticity.
3. Co-create balanced content.
   Work collaboratively so sponsored posts match the influencer’s voice and daily routines. Avoid scripted messages that feel out of place. Allow the influencer to write from the heart with an eye for your brand message. 
4. Insist on clear disclosure.
   Require FTC-compliant tagging and open discussions about brand relationships. Make transparency a visible value.
5. Monitor and adjust continuously.
   Track KPIs such as engagement quality and sentiment, not just reach. Meet with influencers to resolve misalignments quickly, keeping the assemblage stable.
6. Choose agencies with deep category expertise.
   Work with influencer marketing agencies that understand family and mom audiences, maintain real relationships with creators, and can spot authenticity gaps early. Experience matters.  Select an agency that specializes in your category over one that spreads one strategy across multiple verticals. 

The Takeaway for Marketing to Moms

Moms are sharp consumers who quickly detect fake endorsements. Authenticity is not a one-time box to check It’s an ecosystem to nurture. Agencies like BSM Media apply these research-based practices to help brands earn real trust and measurable ROI.

Connect with BSM Media to design influencer programs moms believe in and share. Email: Maria@bsmmedia.com for questions or to discuss your next project. 

References 

Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond passion. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2020.06.014

DeLanda, M. (2006). A new philosophy of society: Assemblage theory and social complexity. Continuum.

HypeAuditor. (2023). State of influencer marketing report 2023. https://hypeauditor.com/blog/state-of-influencer-marketing-report-2023/

Lee, J., & Eastin, M. S. (2021). Perceived authenticity and followers’ responses to influencer marketing. Journal of Interactive Advertising, 21(3), 172–186. https://doi.org/10.1080/15252019.2021.1900434

Lindmoser, S., Weitzl, W., & Zniva, R. (2022). Conceptualizing and measuring influencer authenticity. Journal of Advertising, 51(2), 143–160. https://doi.org/10.1080/00913367.2021.1931598

Lynch, S. (2018). Consumers believe influencers lack transparency. PRWeek. https://www.prweek.com/article/1491788/consumers-believe-influencers-lack-transparency

Morning Consult. (2019). The influencer report: Engaging Gen Z and millennials. https://morningconsult.com