How to Vet Influencers for Authenticity #66

This week's write-up on unlocking influencer authenticity is an homage to HBO/Max's domination of authentic storytelling.

HBO / Max has mastered authentic and “real” storytelling in its original shows for over twenty years, from Sopranos to White Lotus (Season 3 just returned this week); they continue to captivate audiences and have led the entire streaming world to emulate them.

Authenticity is a big part of HBO/Max’s secret sauce.

Brands must do the same for their audiences and keep customers engaged.

Influencers are an ideal way to do that, but it needs to be done right.

It needs to illicit “realness,” trust, authenticity, and a data-driven approach.

In this week’s post, we share how to vet influencers for that coveted authenticity while honoring HBO hits like Sopranos, Six Feet Under, Succession, Band of Brothers, True Detective, and The Wire.

Yes, the influencer below we sourced for a client is rocking the White Lotus theme song…

@thenatashaibrahim

When I am on the go, @FutureFitApp is perfect for keeping up with my fitness routine. No matter where I am in the world, my coach, Kaya is... See more

Most consumer brands are looking at influencers to acquire users.

The explosion of growth and investment here is no surprise.

The creator economy will reach $480 billion in the next three years. 🤑 

All major affiliate networks and agencies like ours are investing in this vertical for brands.

Brands continue to spend, invest, and investigate it. 👀 

But many people have questions and concerns and are burned by it—for many good reasons.

• They charge too much ❌

• They are not authentic to your brand ❌ 

• They can be challenging to manage ❌

• They can be difficult to track ❌

• They generate eyeballs but not revenue ❌

This is true, but only for some influencer partners and engagements. 

You have to find the good ones. That takes a lot of time, data, and experience with what has worked in some cases and perhaps most importantly…

…The influencer needs to build trust and authenticity for a brand.

How should you think about vetting influencers for Trust and Authenticity?

Here is how you do it:

Follower count is essential, but engagement is more important, and revenue is king. 

Where you see trust and authenticity, revenue follows.

Following a structured approach when vetting influencers for authenticity, trust, and alignment with your brand is crucial. 

Below is a succinct list of dos and don'ts to guide you in evaluating consumer influencers effectively, ensuring they resonate with your brand values while driving ROI.

Dos:

Define Clear Criteria

• Identify your target audience and ensure the influencer's followers match your demographic in age, location, interests, and values.

• Set benchmarks for engagement rates and content style that align with your brand tone.

Evaluate Engagement Quality

•  Focus on meaningful interactions like thoughtful comments and shares rather than just likes.

•  Use tools like HypeAuditor or Brandwatch to detect fake followers or engagement pods.

Analyze Content History

• Review posts from the last 6–12 months for consistent messaging and alignment with your brand values.

•  Check for transparency in sponsored posts and whether the influencer discloses partnerships clearly (the FTC makes the requirements clear: #ad needs to be disclosed).

Check Past Collaborations

Investigate their history with other brands, especially competitors, to assess campaign performance and audience response.

Use Data-Driven Tools

• Leverage a quality leading high-value platform like CreatorCo to analyze audience demographics, engagement rates, and authenticity metrics.

• Consider what platforms vet or certify creators/influencers. Some affiliate networks have influencer certification programs.

Prioritize Authenticity Over-Reach

• Collaborate with micro-influencers or those with smaller but highly engaged audiences for better ROI.

• Look for influencers who genuinely use and believe in your product or service.

• Work with your team to de-duplicate influencer lists with actual buyers to ID true enthusiasts.

Conduct Cross-Platform Analysis

• Ensure consistency in their content quality and engagement across platforms (e.g., Instagram, YouTube, TikTok)

• Similarly, we recommend a well-instrumented attribution view using tooling like Impact’s Optimize and an MTA solution like Northbeam.

Monitor Follower Growth Patterns

• Look for steady organic growth rather than sudden spikes, indicating purchased followers.

Test Campaign ROI   

• Use affiliate links (Impact, AWIN, CJ) as well as trackable codes like “SAVE25” to measure conversions driven by the influencer's content.

Foster Long-Term Relationships

• Build ongoing collaborations with authentic influencers to deepen trust and improve campaign effectiveness over time.

Don'ts

Don’t Prioritize Follower Count Alone

A large following doesn’t guarantee engagement or conversions; focus on quality over quantity.

Avoid Generic Partnerships

Steer clear of influencers whose tone or content doesn’t align with your brand’s voice or values.

Don’t Ignore Red Flags

• Be cautious of influencers involved in controversies or those with inconsistent messaging that could harm your brand reputation.

• If the discussions take too long, or you do not feel it’s a mutual fit, and trust is not built at the core of the engagement, you should reconsider the partnership. 

Don’t Over-Script Campaigns

• Allow influencers creative freedom to maintain authenticity; overly scripted content can appear insincere to their audience.

• You want to match make for an ideal fit between brand and influencer that maximizes trust and “real factor.”

• At RBL, we have developed a proprietary “Trust Score” for each affiliate and influencer to optimize a trusted partnership between the brand and the influencer.

Avoid Neglecting Compliance Checks

• Ensure influencers adhere to FTC guidelines by disclosing paid partnerships transparently. 

• Check out this episode of the Always Be Testing podcast, in which Tricia Meyer outlines the FTC's rollout of influencer guidelines and our discussion on their impact.

Austin Evans is a provocative and successful influencer in the technology space worth a look:

Don’t Skip Manual Review 

• While tools are helpful, manually reviewing comments and interactions is critical to detect genuine engagement versus bot activity. 

Don’t Rely Solely on AI Tools

• While AI can streamline vetting processes, human oversight is essential to evaluate nuanced factors like tone and alignment with your brand’s mission.

• By following these dos and don’ts, you can effectively identify authentic influencers who align with your brand’s values, build trust with their audience, and deliver measurable ROI through meaningful collaborations.

Examples in the wild:

Intel x Linus Tech Tips

• Campaign: Intel partnered with Linus Tech Tips to build a gaming PC for TikTok star Kris HC.

• Why It Worked: Linus Tech Tips is known for detailed, authentic reviews, and this collaboration combined his credibility with Kris HC’s broader appeal to reach both tech enthusiasts and casual audiences. The campaign demonstrated Intel’s product capabilities in a relatable way.

This video is worth a look to get context on how these creators think and how they think about balancing being raw, authentic, and creating polished content…

Here is the collab video…

This is a great Intel + Linus Tech Tips collab…

Apple x Unboxing Campaigns

• Campaign: Apple frequently collaborates with influencers like Jenna Ezarik to create unboxing videos for new products (e.g., iPhones).

• Why It Worked: These campaigns leverage the excitement of unboxing while showcasing product features in a genuine, unscripted manner. The influencers’ enthusiasm and personal use cases resonate strongly with their audiences.

RBL x Future Fitness x Mid-Tier Creators

Campaign: The RBL team built a roster of mid-tier creators to tell the Future Fit story and drive conversions.

Why It Worked: By working with smaller creators already passionate about fitness, Future Fit ensured authenticity by showcasing its product benefits.

A roster of some of the influencers we worked with is below!

@thenatashaibrahim

When I am on the go, @FutureFitApp is perfect for keeping up with my fitness routine. No matter where I am in the world, my coach, Kaya is... See more

josie.santi

View more on Instagram

fueledbylolz

View more on Instagram

Key Takeaways for Building Authentic Collaborations

1. Leverage Niche Communities: Collaborate with influencers who align with your brand’s target demographic or niche (e.g., gamers for NVIDIA and fitness enthusiasts for Future Fit).

   

   We find the authentic diamonds in the rough.
   Source: True Detective Season 1

2. Focus on Personal Stories: Encourage influencers to share genuine experiences using your product rather than overly scripted content.

   

   So romantic.
   Source: White Lotus Season 1

3. Blend Micro and Macro Influencers: Use micro-influencers for authenticity and engagement while incorporating a few macro-influencers for broader reach.

   

   Again with the diversification advice Tye? Yep.
   Source: White Lotus Season 3

4. Emphasize Relatability: Campaigns that solve real problems (e.g., Intel x Linus Tips) or address specific needs (e.g., Future Fit’s App staying fit while on the go) resonate deeply.

   

   Painkillers over vitamins.
   Source: White Lotus Season 3

5. Long-Term Partnerships: Build ongoing relationships with influencers to foster trust and loyalty over time.

   

   Why not invest time in partnerships that compound over time if you can?
   Source: Sopranos

6. Secure Complimentary Alignment: Future Fit aligns with fitness enthusiasts and can be an excellent match for appropriate travel influencers. Don’t think too siloed as complimentary influencers can perform well.

Now, you have a great playbook to ensure your influencer marketing campaigns are built for AUTHENTICITY.

Until next time and the next “episode.” 😉 

Tye