Goodbye Perfection, Hello Authenticity:
Influencers are now more relatable than celebrities when it comes to advertising. According to LinkedIn, 75% of us use social media for purchasing advice. And 69% of us trust influencers. Authentic word of mouth has, and always will be, a brand’s most powerful form of advertising. And in today’s online world 85% of marketers say influencers are key in customer acquisition.
However as influencer power continues to rise, so does AI. And whilst I believe AI has a place when it comes to streamlining processes and assisting us, I also think it poses huge dangers. An AI world can easily portray perfection. The perfect face, perfect hair, perfect make-up, perfect body. Making us aspire to unachievable beauty standards and erasing the little progress that has been made with body positivity and inclusion.
It takes me back to being a teen in the 90’s, when thin was in, and photo-shopping was the norm. Back then I was naive and accepted those beauty standards. But now I know how much damage they can do, and how much marketers make from cashing in on women’s insecurities.
What does this have to do with influencers? Marketing agency Click Consult have been looking to ask that exact question with their latest campaign. Influencers have the one thing AI doesn’t. Authenticity.
I want real.
I don’t want a curated image of a perfect life. I want honesty. Because it’s so much more relatable and ultimately makes us feel better about ourselves.
I started this blog after having my second baby and wanting to connect with other Mum’s. Not the mum’s I saw online who only posted their little ones wearing expensive clothes and eating homemade organic sweet potatos, whilst they themselves looked like they had just stepped out of a salon. I wanted to connect with the Mum’s who were dealing with poonamis, toddler tantrums and couldn’t remember when they last washed their hair. The Mum’s who loved their kids to bits, but acknowledged that not every day was a walk in the park, and they didn’t have it all figured out.
I was lucky, I found an army. And that army has grown. And it has spread into every part of my life.
Every Influence.
If I am going to be influenced to buy some new running gear, I am far more likely to be influenced by the woman who sometimes has to force herself to excersize, because the truth is, sometimes we do have to really push ourselves. It’s not easy.
I want to be represented online by seeing people with my body shape advertising clothes, and calling out brands who are not inclusive.
I want to see people who are honest about mental health struggles and dealing with anxiety, becuase it makes me feel less alone.
I want to be inspired by the strength people show in their vulnerability.
I trust the people that are real.
Authentic.
I want genuine connections not false perfection.
As the use of AI increases I think this is going to be even more important. For both the marketing of brands, and for us on a personal level.
Authenticity will win over AI. We all want human connection. We are all perfectly imperfect. That’s what makes life beautiful.
This post is in collaboration with Click Consult.
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