Social media influencers have become a cornerstone of marketing, reshaping the way brands connect with consumers. Influencers create an illusion of authenticity through their curated lifestyles and relatable personas. However, viewers’ growing reliance on social media personalities raises questions about influencers’ transparency and the value of the products they promote. While brands view influencers as valuable assets, there are increasing concerns about issues such as influencer’s authenticity, ethics, and the potential for misleading content, according to forbes.com.
Influencer marketing is the partnership between well-known social media personalities and brands to promote products or services, according to mckinsey.com. Influencer marketing deals typically fall into two main categories, brand deals and affiliate marketing. In brand deals, influencers receive a flat fee to showcase a product or service in their posts. In affiliate marketing, influencers promote products using a special link or promo code. The influencers earn a commission each time a customer purchases through their referral, according to mckinsey.com.
Influencer marketing provides brands with an effective approach to personalized news feeds by delivering quick, engaging content that attracts target audiences. By leveraging influencers’ diverse backgrounds and interests, brands can create campaigns that feel authentic and connected, according to prsa.org. More than half of Generation Z (Gen Z) now use platforms such as TikTok and Instagram to search for products, making it essential for brands to maintain a strong presence on these video-driven platforms. Gen Z consumers are 45 percent more likely to purchase fashion items recommended by influencers. The digital marketing landscape has a lack of personal connection, but influencers stand out as relatable and trusted guides that resonate with consumers, according to forbes.com.
The rise of influencer marketing has evolved from an emerging trend to a dominant force in modern advertising, but it has brought several controversies. Common issues include influencers promoting ineffective products and items they do not personally use, solely for financial benefit. Undisclosed sponsorships are another concern, as some influencers fail to reveal paid partnerships, which misleads their audience into believing recommendations are genuine. Additionally, critics have called out influencers for promoting harmful products, such as unsafe diet pills, teas, or cosmetics that can cause dangerous side effects or unrealistic beauty standards, according to medium.com.
TikTok beauty influencer Ms. Mikayla Nogueira sparked controversy after posting a review of L’Oréal’s Telescopic Lift mascara. Nogueira’s followers accused her of using false eyelashes to exaggerate the product’s results. Viewers raised concerns about transparency after noticing the brief disclosure of her partnership with L’Oréal, tagged as “L’Oreal Paris Partner.” Under the Federal Trade Commission’s guidelines, sponsored content must include clear and conspicuous disclosures to inform viewers of partnerships between influencers and brands, according to time.com. The incident demonstrates a growing mistrust in influencer marketing, as audiences become increasingly skeptical of brand deals.
As social media becomes more personalized, influencers can alter what consumers see and with whom they engage. For brands, this shift means they need to stop relying on influencers to read promotional scripts and instead build true collaborations. Influencers know their audience better than anyone and can produce content that genuinely connects, often driving better results than conventional marketing. Brands need to invest in authentic partnerships with influencers who can represent their voice and mission. Giving influencers creative freedom allows them to do what they do best by reaching and resonating with their followers, according to forbes.com. Dr. Maferima Touré-Tillery, an associate professor of marketing at Northwestern University, explained that building an online relationship with an influencer can increase the consumer’s likelihood of trying a product.
“Naturally, people seem to be more open to the advice and recommendations of those with whom they feel connected, whether this feeling of connection is mutual or only one-sided,” Dr Maferima Touré-Tillery says, according to insight.kellogg.northwestern.edu. “Understanding the goals and aspirations of your target audience is at the core of segmentation and sound marketing practices, so well-managed firms should already have a solid understanding of their audience. [There is] an additional consideration for firms and content creators to help increase the size and long-term engagement of their online audiences.”
Featured Image by Caitlin Leahy ’25
