Article at a glance: 

Influencer marketing is worth $24 billion as an industry, but followers are becoming cynical. Authenticity is key to building and maintaining consumer trust, but it’s not a single, fixed concept. Research by the Business School’s Omar Merlo, Associate Professor of Marketing Strategy and Andreas B. Eisingerich, Professor of Marketing, explores the vital elements to convey true authenticity and how this can be harnessed by major brands. Dr Merlo shares what will make or break influencer marketing in 2026. 

Globally, the influencer marketing industry is estimated to be worth $24 billion. Influencers set trends, raise brand profiles, and shape – directly or indirectly – how many of us live. With this rising impact, however, comes greater scrutiny.  

Consumers are now more discerning when consuming influencer content, following some with loyalty and trust while viewing others with suspicion. So why do consumers trust some influencers and not others? 

One study found that the most important factor in deciding whether or not to follow an influencer on social media is their authentic and genuinely care about their interests. At the same time, over a third of consumers think influencers misrepresent themselves and the products they promote, and almost half think most of them are fake.  

Taken together, these findings suggest that there’s a gap; consumers are seeking genuine, honest influencers, but many influencers struggle to convey this authenticity. This is a problem for brands and their chief marketing officers, as well as influencers themselves.  

Figure 1: What our research suggests influencers and brands should leave behind in 2025 and take forward for 2026 

How to be more authentic in 2026 

So, what can influencers and the brands that hire them, do to move from a transactional to a transformational relationship with the clued-in consumers of 2026? 

Our research, through 185 interviews with brand managers, agencies, influencers and consumers across the world, sheds light on what authenticity means and how to better reflect it: 

• Experience matters more than formal credentials: Our survey respondents tended to trust amateur runners, for example, more than Olympic athletes. Consumers connect with expertise gained through real, relatable human experience. 

• Engagement is a two-way street: Responding, interacting and engaging with followers is key to influencers building and maintaining a community around them. It creates a space where followers feel heard and respected. 

• Be honest about self-interest: Research from Imperial has shown that 96% of sponsored posts are not disclosed. People know that brands pay influencers, so trying to hide it can end up making followers feel like they are being misled, and that they are an asset to be monetised. Being clear about it helps them feel valued. 

• Authentic voices and stories will shine through: Imposed scripts and brand lines come across as inauthentic and artificial. Original storytelling can be a unique selling point and can even be the reason followers stick around. 

• Flaws are welcome: Psychologically, revealing a low-impact piece of negative information – such as a mistake or misunderstanding – makes consumers less likely to look for other negatives. 

Of course, this can’t be mistaken as a checklist for brands to tick off. Findings suggest that different stakeholders prioritise each dimension differently. Consumers mostly value integrity and transparency, for example, while influencers prioritise originality and expertise. 

When influencers miss the mark, they risk losing the trust of their audience. To solve this, brands need to appreciate that authenticity is not an individual trait that influencers do or do not possess – rather, it’s a collective outcome that forms when stakeholder priorities align. Shifting approach to find this alignment can be game-changing for brands, in a global market where authenticity matters most. 

The era of renting credibility through one-off posts from influencers is over. Brands that treat influencers as partners rather than media channels and consumers as communities rather than impressions, will earn the most credibility. Those that don’t will simply add to the noise. In 2026, influencer marketing will work only when the conditions needed for true authenticity are prioritised.