The more you try to look 'professional', the less people trust you. It sounds counterintuitive, but in the influencer world, perfection is actually a red flag. It feels like an agency, not a human.
We're seeing a massive shift toward 'raw' content. Photos that aren't colour-graded to death. Stories where someone is talking while they walk their dog. These look like life, and people like life far more than they like advertisements.
Authenticity is hard because it requires vulnerability. It means showing the product that didn't work for you, not just the one getting you a commission. But that honesty is exactly what makes your recommendation worth something.
Brands are catching on, too. The smart ones are asking for 'less polish' in their briefs. They want the content to feel like it belongs in a friend's feed. Because that's the only way people will actually watch it.
Elif Demir
InfluencerPortal — Content Team