Prioritizing Authenticity: How Brands are Shifting from Follower Count to Genuine Influencer Marketing Strategies?

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November 1, 2023

Prioritizing Authenticity: How Brands are Shifting from Follower Count to Genuine Influencer Marketing Strategies?

Influencer marketing has taken the marketing world by storm over the last few years. But with a shift in priorities, brands are moving away from large follower counts as the only metric of influencer success. Authenticity has become more important than ever before in influencer marketing, and brands are recognizing the value of connecting with micro-influencers who have an engaged, genuine following. In this article, we’ll explore the key ways that brands are focusing on authenticity in their influencer marketing efforts and how it can positively affect the relationship between followers and influencers.

Micro-Influencers Engagement:                                                     

snl season 44 GIF by Saturday Night Live

Brands have realized that it's not just about big follower numbers anymore. Now, they're all about connecting with micro-influencers who have an engaged, niche following. These influencers have built their audience through genuine engagement and shared interests, not paid likes and followers. By valuing authentically engaged micro-influencers, brands can better reach their target audience and make meaningful connections beyond numbers. This shift towards quality over quantity has opened up exciting collaboration opportunities and brought a refreshing change to influencer marketing!

Relevance and Alignment:

In the dynamic realm of influencer partnerships, brands are placing greater emphasis on the importance of relevance and alignment. Gone are the days when follower count alone determined a brand's interest in collaboration. Now, brands seek influencers who perfectly align with their values and identity. The focus is on finding influencers who not only love and use their products or services, but who also possess a genuine interest in what they offer. These authentic partnerships resonate deeply with followers, ultimately driving positive impact on the brand's bottom line. By nurturing meaningful connections, brands can forge long-lasting relationships with influencers that extend beyond mere endorsements, creating a win-win situation for both parties involved.

Long-term Partnerships:

In the ever-evolving world of influencer marketing, long-term partnerships are becoming increasingly popular! This strategic approach helps brands cultivate deeper relationships and foster authentic connections with their influencers. By engaging in sustained collaboration, brands build trust and credibility among followers, while also expanding their reach over time. This long-term commitment allows for more comprehensive and impactful influencer campaigns, benefiting both the brand and the influencer. Let's create magic together! ✨

Storytelling and Narrative:

Brands truly understand the importance of crafting a compelling and distinctive storyline or narrative as a key element in successful marketing campaigns. To effectively communicate this coherent narrative, brands embrace influencer marketing strategies that not only convey their message but also highlight the authentic essence of their brand. By collaborating with influencers who not only align with the brand's vision and values but also resonate with the target audience, brands can genuinely project their message and establish meaningful connections with their desired consumers. This approach ensures that the brand's story is not only heard but also warmly embraced by the relevant audiences, leading to increased brand awareness, loyalty, and ultimately, business success.

Transparency and Disclosure:

In the evolving landscape of influencer-brand partnerships, the significance of transparency and disclosure is growing exponentially. It is no longer sufficient for consumers to simply admire their favorite influencers; they now demand to know that their loyalty is not driven solely by financial incentives. Brands are emphasizing transparency in influencer partnerships, influencers are now required to clearly disclose their sponsored content, ensuring that their audience is aware of any paid collaborations. This transparency helps maintain trust between the influencer and their followers. By embracing transparency, influencers can establish trust and credibility, ultimately solidifying their authority and enhancing the identity of the brands they collaborate with. This emphasis on openness cultivates a genuine connection between influencers and their audience, fostering long-lasting relationships built on authenticity and integrity.

Tips to maximized influencer marketing strategy:

Going Beyond Follower Count: Unveiling the True Impact

Brands are stepping up their game in evaluating influencer campaigns, placing more significance on metrics beyond mere follower count. Engagement rates, click-through rates, conversion rates, and other key performance indicators (KPIs) are now in the spotlight, painting a more comprehensive picture of an influencer's true impact.

Authenticity Audits: Unmasking Genuine Influence

To ensure an authentic and engaged following, brands are conducting thorough authenticity audits on potential influencers before forging partnerships. This meticulous process involves scrutinizing the influencer's content history, engagement patterns, and audience demographics, leaving no room for doubt.

Empowering Influencers as Co-Creators: A Fusion of Brilliance

Influencers are no longer just faces in the crowd; they now have a seat at the table during the content creation process. Recognizing the value of their insights and ideas, brands are empowering influencers to contribute their unique perspectives, resulting in content that feels genuinely authentic and aligned with their personal style.

Monitoring and Feedback Loops: Driving Authenticity Forward

Authenticity and relevance remain paramount in influencer campaigns, with brands actively monitoring performance and seeking feedback from both influencers and their audiences. This iterative approach allows for refining strategies, ensuring that the content continues to strike a chord with the target audience, campaign after campaign.

Case Example: YSL Influencer Marketing                                      

Tonight Show Wow GIF by The Tonight Show Starring Jimmy Fallon

A remarkable case study that exemplifies this concept is the collaboration between the renowned fashion brand "Yves Saint Laurent" and the talented actor Austin Butler. YSL has implemented innovative strategies to collaborate with influencers on various social media platforms, which has yielded impressive results. One of their notable initiatives is the captivating reel series titled "MYSLF" for YSL Beauty, showcasing their influencer partnerships and further enhancing engagement and impact.

YSL's collaboration with Butler is distinctive as it effectively showcases their latest collections and communicates their brand narrative. What sets this partnership apart is YSL's ability to align with influencers who genuinely embody their brand values, such as elegance, sophistication, and a modern aesthetic. This successful collaboration has not only promoted YSL's products but has also strengthened their brand image and expanded their reach to a wider audience. The collaboration between YSL and Austin Butler serves as a testament to the transformative power of influencer marketing in the fashion industry.


As brands evolve their strategies within the influencer marketing space, authenticity is becoming more paramount than follower count. By partnering with micro-influencers, brands can engage with a more responsive, niche following, thus increasing their potential audience reach. Aligning brand values and establishing long-term partnerships will foster an authentic relationship between the influencers, brand and their followers. A more transparent, narrative-led approach will help convey the brand message to consumers in an authentic way, ultimately leading to increased sales and brand loyalty.

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