Authenticity is the single most important concept in influencer marketing.
Authenticity is the bedrock of influence. It’s the sole reason that an influencer is influential. Follower numbers, engagement scores, and the quality of their content are all irrelevant, if an influencer’s authenticity is in any way compromised.
Does this mean ads are useless, then? No, it doesn’t; but, it does mean that they have to be authentic.