How to Do Influencer Marketing That Customers Actually Trust.

The article focuses on how companies can build authentic influencer marketing amid declining consumer trust. It identifies five key dimensions of authenticity—expertise, connectedness, integrity, originality, and transparency—that must align among influencers, brands, and audiences to foster genuine engagement. Examples from brands like Sephora, Canon, and influencers such as Jackie Aina illustrate how consistent experience, two-way interaction, value-driven endorsements, creative freedom, and honest disclosures enhance credibility. The article emphasizes that misalignment across these dimensions undermines trust, while intentional management can transform influencer marketing from transactional to meaningful.