By Missy Goodchild, Client Executive – Sponsorship and Consultancy, MKTG

Influencers and content creators are everywhere, but when it comes to who I choose to follow, it all boils down to shared interests. Whether it's music, fashion, or lifestyle choices, I gravitate towards creators who align with what I enjoy. It’s about discovering fashion tips, interests, and experiences that resonate with my world, not just something trendy for the sake of it. 

When it comes to trusting their recommendations, authenticity is key. I look for creators who don’t overload their feeds with paid partnerships. Their recommendations should feel genuine - aligned with their true interests, not what they’re paid to promote. When a creator shares a product they already love and then later partners with the brand, it feels sincere, like the partnership is built on something real, not just dollars. 

That said, I do sometimes find myself questioning whether influencers truly use the products they recommend. When they’re constantly sharing commission-based links or ads, it’s hard not to wonder if it’s about the paycheck rather than the product. I much prefer when their content feels more authentic - when they’re in their everyday surroundings, not on some perfectly staged set. It’s in those moments that they come across as trustworthy and relatable. 

Seeing influencers in realistic environments makes me feel like they’re not just focused on presenting a perfect, commercialized image. It’s those down-to-earth moments that show they’re genuine. It’s like they’re not trying to sell me something; they’re actually sharing parts of their real lives. And that makes their content - and their recommendations - feel more honest. 

I do enjoy observing the subtle online communities that form around shared interests. It’s cool to see people come together around a creator or a passion, even if I don’t personally interact. 

At the end of the day, I think influencers should focus less on overwhelming their feeds with sponsorships and more on sharing the products they genuinely use and love. Rather than jumping at every product deal, they should prioritize building authentic connections with their followers. That’s where the real influence lies. 

Want to explore more insights? Read The Gen Z Effect: Shaping the Year of Impact here.