Navigating the Authenticity Paradox: Insights from IMS 2025
Last week, at the Influencer Marketing Show (IMS), Bobbie’s Managing Director, Monica Caponigro, led a conversation on one of the most pressing challenges in the creator economy today: how to navigate the authenticity paradox.
Monica was joined by an incredible group of panelists representing different sides of the industry:
· Abigail Olshavsky, Manager of Influencer at Hollister Co.
· Kyle Hjelmeseth, CEO & Founder at G&B Digital Management and College of Influence
· Melissa Metrano, Digital Creator behind @melissametrano
Together, they unpacked a big question — How do we keep human connection at the center of influencer marketing, even as scale, tech, and commercialization rise?
Here are some of the standout moments and takeaways that are shaping how we’re thinking about the future of creator marketing:
1. Influencers Aren’t Just Influencers — They’re Friends
Monica opened the conversation with a key insight Bobbie uncovered in our proprietary research:
"We found that half of Gen Z considers influencers their friends — not just someone they follow, but someone they truly trust and connect with."
Let that sink in.
We know that the longstanding number one trusted resource for product recommendations are friends and family. So, when creators are seen as friends, not just media channels or a celebrity figure online, it fundamentally shifts the role they play in consumers' lives — and it demands that brands rethink how they partner with talent. Trust, relatability, and genuine alignment aren't "nice-to-haves"; they are the foundation.
2. Tech Can Scale, But Relationships Win
Panelist Kyle emphasized a growing tension in the space:
"There are lots of platforms trying to make influencer marketing easier, but at the end of the day, I keep coming back to this: I want to understand who I’m working with. I need to know they'll show up and help reach the goals we’ve set together."
In a world flooded with tech solutions, Kyle made it clear: no platform can replace the power of knowing — and trusting — your partners. The best platforms (and agencies) moving forward will find ways to engineer human connection back into the process, not strip it away.
3. The Human Touch is Non-Negotiable
Abigail drove the point home by drawing a powerful parallel to customer service:
"The good customer service experiences are the ones that put you in direct contact with a human. You can have all the AI and tech in the world, but if you’re not grounded in relationships, it won’t be successful."
At Bobbie, the idea of human touch at scale is a guiding principle — because ultimately, influence flows through relationships, not transactions. The most effective influencer partnerships don't just leverage reach, they harness the irreplaceable power of genuine relationships and shared values that audiences can feel. In a digital landscape increasingly saturated with content, that emotional authenticity becomes not just a differentiator but a necessity for breaking through the noise.[MC1] [AM2]
4. Creators Who Stay Authentically Reachable, Stay Relevant[MC3] [AM4] [MC5]
Creator panelist Melissa shared her perspective from inside the industry:
"Whether you have 100 followers or a million, you never want to lose why you built your community in the first place. I always want to be reachable."
As creators scale, the temptation to automate or distance themselves can grow — but staying human is the differentiator. Melissa shared that she often creates stories in response to her followers' interest. Stories also offer a way to reach a broad audience vs one-off – for example, if she receives interest in her morning routine from followers, she will create a Story outlining her routine details, reaching those interested and beyond. Brands should keep this in mind when thinking about authenticity and genuine connection by way of low-fi formats like IG Stories and TikTok.
5. Authenticity Isn’t Optional Anymore — It’s the Advantage
Kyle summed up the evolving landscape perfectly:
"Brands are not like Pokémon. You don’t have to catch them all. Influencers need to think critically about how partnerships impact how their audience sees them — because today, they hold more power than almost any other marketing channel."
Creators who chase every opportunity risk diluting their brand — and losing the trust that makes them valuable in the first place. Thoughtful partnerships aren't just better for audiences; they're better business. It’s equally on the brands to partner with the right influencers as well. Ensuring creators are genuine fans of your brand result in content that is authentic and genuine in return.
Final Thoughts
As influencer marketing continues to evolve, the stakes for authenticity and human connection have never been higher.
At Bobbie, we're proud to be building an agency grounded in these principles — one friendship, one relationship, one real story at a time.
Stay tuned for more because the best conversations are just getting started, now Let’s Make Friends!