Building Authentic Connections in the Digital Age

In today’s digital landscape, influencers wield significant influence over Gen Z and Millennials, with a growing percentage expressing trust in these online personalities. According to a Morning Consult survey in 2023, 63% of Gen Z and Millennials now trust influencers, a notable increase from 51% in 2019.

Transparency Builds Trust

Transparency plays a crucial role in strengthening trust with Gen Z. Influencers who openly disclose sponsored content and collaborations demonstrate integrity, thereby fostering deeper connections with their audience. Gen Z appreciates when influencers share both successes and challenges, as it reinforces the perception of authenticity and relatability.

Unlike traditional celebrities, influencers often present themselves as relatable individuals who share personal experiences and opinions. This authenticity fosters a sense of trust among Gen Z, positioning influencers as credible sources of information and inspiration.

When it comes to transparency, TikTok remains on top. Regarding older social media sites, expecting curated, perfected content has become commonplace. Youtubers had purchased more expensive cameras and invested in better lighting. Instagram stars have figured out exactly which filters make their images look better, but TikTok encourages it’s creators to be authentic.

It’s no secret that authenticity is rewarded on TikTok, and Gen Z prefer to engage with relatable content, rather than a curated feed. Because of this, it’s no wonder that an established audience of authentic fans are more likely to purchase something from an influencer campaign in comparison to a traditional celebrity-endorsed product.

Traditional celebrities have become increasingly distant from society, especially to younger generations who lead lives vastly different from these larger-than-life figures. Even these celebrities are now embracing platforms like TikTok to share relaxed, authentic content and portray themselves as relatable individuals. Similarly, brands are shifting from traditional marketing approaches to engaging in social media trends, aligning themselves more closely with current consumer behaviours.

Fostering Community Engagement

Community engagement is another key driver of trust among Gen Z. Influencers who actively interact with their audience, respond to comments, and participate in meaningful discussions create a sense of inclusivity and belonging. This two-way communication not only strengthens trust but also enhances the influencer's credibility as a genuine advocate for their followers' interests and concerns.

A seemingly authentic and relatable influencer is easier to build a parasocial relationship with than a big celebrity who many assume to have a team running their account. Likes and comments from the creator only create a larger level of trust between creator and consumer.

Championing Diversity and Representation

Gen Z values diversity and inclusivity in their influencers. Influencers who embrace and celebrate diversity in their content resonate deeply with Gen Z's desire for representation. By amplifying underrepresented voices and advocating for social causes, influencers can build trust and loyalty among Gen Z, who seek authenticity and inclusivity in the content they consume.

Consumers can always find someone they can relate to on social media, allowing them to foster relationships that are meaningful to them.

Connecting Brands and Influencers Authentically

At EMC Talent, we specialise in forging meaningful connections between brands and influencers in a new and authentic way. Understanding the evolving dynamics of influencer trust, we empower influencers to cultivate genuine relationships with their audiences. Whether you're an influencer seeking to deepen your connection with followers or a brand looking to authentically engage with Gen Z consumers, trust and authenticity are at the heart of successful influencer partnerships in today’s digital world.