Influencers, authenticity and the sameness game

The rise of influencers, creators, and native content has transformed the way brands communicate. Fast, cheap, and wrapped in a veneer of authenticity, this new wave of content is the flavour of the moment. It’s an era where relatability trumps polish, and a well-placed TikTok mention can drive more conversions than a million-dollar ad campaign. 

But beneath the surface, a bigger question looms.

Are brands building something sustainable, or setting themselves up for an epic fail?

At first, the shift seemed revolutionary. Traditional advertising – polished, scripted, and undeniably corporate – was losing its grip on consumers who craved something real. Enter the influencer economy: creators who built trust with their audiences, weaving brand endorsements seamlessly into their daily lives. Brands, eager to tap into this goldmine of credibility, rushed to partner with influencers, flooding feeds with sponsored content.