How Can Big Tech Manage Its Reputation Better? It’s a Matter of Trust
Digital Insights: The Rise of the Authentic Influencer
June 2025
By Anu Noto-Menon. Anu is a member of Sandpiper’s Singapore team and has extensive experience in integrated digital and media communications strategy.
In our hyper-connected world, where information spreads with unprecedented ease, brands are engaged in fierce competition for attention, targeting increasingly sceptical audiences 24/7 across digital and social media.
In this environment, organisations are increasingly asking: How can we connect with our audience in an ever more crowded digital and social space where scepticism is on the rise? Increasingly, it is authenticity that cuts through the noise and truly resonates with consumers and B2B buyers alike. Authenticity helps create and builds connections, trust and brand loyalty, through partners that transcend transactional collaborations.
What is an Authentic Influencer?
Work with influencers is of course nothing new. In the 2024 Influencer Marketing Benchmarks Report, over 80% of marketers said that influencers are an essential part of their social media strategy.
However, in the past years we have seen big-ticket influencer fatigue on the rise, and a new trend emerging: Local and niche voices to connect with audiences.
This is the rise of the Authentic Influencer: an influencer who is closely connected to what’s important among their digital community, produces tailored content that engages their audience, and has a unique point of view that captures interest.
Success in regions such as Asia Pacific hinges on understanding the cultural nuances and preferences of each market, leading to increased needs for relatable content and Authentic Influencer partners.
The Importance of Transparency and Honesty
Examining how influencers communicate with their audiences, especially regarding brand partnerships, is crucial. Authentic influencers openly discuss elements connected with organisations’ brand values, products and services, business goals and key messaging, fostering trust and credibility.
Prioritising authenticity is not only important for capturing the attention of increasingly sceptical customers and prospective buyers – but also becoming increasingly important to effectively establish brand trust, drive engagement, foster long-term relationships, and enhance brand reputation.
Rising Demand for Authentic and User-Generated Content
Audiences are increasingly sceptical of overly polished content, seeking genuine, relatable experiences. In fact, audiences are so attuned to inauthenticity that insincere messaging, even from well-meaning influencers, often backfire. Forced campaigns erode trust, diminish marketing effectiveness, and damage long-term credibility, with brands facing significant risk of reputational harm. The heightened audience awareness has fuelled rising demand for content that feels real, driving a shift towards user-generated content (UGC) and the rise of authentic and niche micro and nano influencers.
Platforms like TikTok and Instagram have empowered users to express themselves authentically, leading to a surge in relatable content that often outperforms traditional advertising. Within this UGC revolution, micro and nano influencers have gained significant traction, particularly in Asia Pacific. These influencers, with their smaller yet highly engaged audiences, offer a unique opportunity for brands to tap into niche communities and foster genuine connections, often with higher engagement and conversion rates due to perceived authenticity.
The Value of Local and Niche Subject Matter Influencers
Building on the rise of micro and nano influencers, local and niche subject matter influencers play a pivotal role in establishing and strengthening authenticity for brands. These influencers are deeply embedded within specific communities or industries, whether it be regional lifestyle, specialised hobbies, or professional industry sectors. Their followers view them as trusted experts or relatable peers, which makes their endorsements feel more sincere and credible.
For businesses aiming to effectively target diverse and distinct audiences, partnering with such influencers allows for nuanced storytelling that resonates on a personal level. Unlike macro-influencers, whose broad appeal may dilute message specificity, local and niche influencers provide targeted reach with high engagement, foster meaningful conversations and build authenticity.
The Role of Technology: AI and Virtual Influencers
AI is playing an increasingly important role in helping brands identify the most authentic and engaging influencers. Advanced AI tools analyse audience behaviour and engagement patterns, enabling brands to partner with influencers who genuinely resonate with their target communities, particularly within niche and local markets. Virtual AI-influencers are also gaining traction, offering brands the ability to produce consistent, creative content around the clock. While these virtual influencers lack human experiences, transparency about their AI nature can foster trust among audiences, as recent regional studies highlight that openness about AI use does not necessarily compromise authenticity.
Moreover, AI-driven analytics empower marketers to blend human creativity with data precision, ensuring collaborations with influencers who maintain genuine connections with their followers. This synergy between AI capabilities and authentic influencer voices is shaping the future of influencer marketing in Asia Pacific, allowing organisations to engage audiences innovatively while preserving credibility and trust.
Embracing Authenticity for Long-Term Success
Research by Barbara Duffek and her team at Georgia State’s Robinson College of Business, involving 185 interviews with consumers, influencers, brand managers, and agency leaders, identified five properties influencing perceived authenticity:
- Expertise: Demonstrating deep understanding in their niche.
- Connectedness: Fostering emotional bonds through genuine interactions.
- Originality: Unique storytelling resonating with followers.
- Transparency: Openness about brand partnerships, and AI use.
- Integrity: Emphasising passion over financial incentives.
When identifying influencers and partners, prioritising genuine connections, transparency, and shared values transforms attention and impressions into lasting relationships. By embracing expertise, connectedness, authenticity, transparency, and integrity, organisations can unlock the true potential of influencer marketing, forging stronger brands built on trust and authentic engagement. Read about how we at Sandpiper work with digital and social marketing and communications here.
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