Influencers trying to appear authentic has been happening at a macro level for “several years,” says Erin Amend, Day One’s VP of Culture, Community and Casting. She has worked for a decade in influencer marketing, specifically in the food and beverage space. The rise of authenticity, Amend attests, “started off in 2016, when Instagram Stories launched, and it was more about real-time content. With the pandemic and the growth of TikTok, it really catapulted this trend.”
For brands, she says, it’s more about rolling with the punches and reacting to what’s trending. Though there could have been a set of instructions sent by Prada (or its marketing agency) to break the ornaments on camera, making something connect with an audience doesn’t have to be masterminded by a marketing team.
“We don’t have to over-engineer [anything],” Amend says. “It's just about leaning into the cultural space and using influencers to your advantage to do that.”
With authenticity at the front of every brand and creator’s mind at the moment, it’s brands themselves that have the advantage. On Instagram, the photo dump offers more chances to ‘hit’ with your audience, according to Hildreth. (For owned social content, maybe it’s time to empty the drafts?)