Holly Pavlika, Corporate Marketing | December 3, 2019

Can a Lack of Authenticity Kill Influencer Marketing?

The best influencer content is a story that inspires, connects and engages the audience in a genuine way. However, in order to develop that connection with their audiences and move readers to action, influencers must be authentic. Okay. That seems reasonable. But what exactly does “influencer authenticity” sound and/or look like? And how can marketers readily assess the genuineness of influencers they may be considering for a campaign. In her latest column for Ad Age, Holly Pavlika, helps define authenticity as it pertains to influencers -- offering insights into both what it is and what it isn’t. (97)

 


HOLLY PAVLIKA

SVP, CORPORATE MARKETING