Creators were once simply sharing their personal favorites online. Next, they were shaping buying decisions across entire industries. And honestly, it checks out. People naturally listen to voices they trust.
But the bigger influencer marketing gets, the more ethical questions come up.
This field only really works well when everyone feels respected and in the loop. So, it’s worth taking a moment to check the boundaries that keep it honest and effective.
Here’s the New Economy of Trust
We’re in a moment where trust becomes the entire driving engine behind influencer marketing. Creators build communities by sharing their stories, little slip-ups, helpful tips, and all those genuine moments of connection. So when they team up with a brand, they’re basically putting their hard-earned credibility on the line.
That’s no small thing!
When a creator’s recommendation is true, audiences respond. After all, real people are real proof of how great a product or service truly is! But the second something feels “off,” suspicion creeps in. Once that confidence starts slipping, it’s difficult for anyone involved to recover. That’s why trust needs to be handled carefully.
And When Influence Backfires
At first glance, influencer marketing looks simple enough. A creator shares a product, and their followers listen. But when you look deeper into it, there are some real risks.
Hidden sponsorships, exaggerated claims, or overly pushy messages can quickly turn a promising partnership into a problem. Even unintentional missteps like vague disclosures or promoting something the influencer has barely tried can chip away at an audience’s confidence.
And these issues rarely hurt just one party. A campaign that’s out of sync can hurt a creator’s credibility, damage a brand’s reputation, and leave consumers feeling tricked. And those ripple effects don’t fade overnight.
How to avoid these? Simple!
All it takes is clear communication, honesty, and a bit of discipline when it comes to setting boundaries.
Brands in Building Trust
Brands set the tone. When they approach influencer partnerships thoughtfully, everything just clicks.
The trick? Work with creators who actually align with your values and speak to the right audience.
Don’t chase the biggest follower count. Focus on finding the right fit! Once the partnership is formed, brands owe influencers a clear direction (not creative handcuffs). The moment a message feels scripted or out of character, the audience senses it.
Being upfront is everything. If there are claims the brand can’t make, deadlines that might squeeze quality, or sensitive topics involved, it’s better to lay it all out from the start. Good partnerships can handle honesty.
In fact, it depends on them!
When brands lead with integrity, influencers feel supported, and audiences feel respected. That’s where the strong, long-term results come from.
Keeping It Real With Influencers
Content creators have their own role to play, and the ones who do it right take it seriously. Their career literally rides on the trust their audience gives them, so setting boundaries early is a must.
This means sticking to products that actually fit, saying no when something feels off, and being straight-up about sponsorships and pay. And those disclosures? They’re a way of showing your audience some respect. It’s that simple.
One of the creators who became famous for their honest reviews is Gered Lainez. He doesn’t dress up his reactions or force a good response when it isn’t there. If he loves something, you can see it instantly. If he doesn’t, he finds a way to express it with humor, but still keeps things real.
This is just one example that proves how audiences favor and trust creators who say what they mean and mean what they say. The more transparent and thoughtful an influencer is, the stronger their community becomes.
Audiences Also Have the Power
We sometimes forget that consumers aren’t passive in this process. They shape influencer culture just as much as brands and creators do!
Most followers today are sharp. They can spot a sponsored post instantly, and they usually appreciate honesty over theatrics. Just look at the comment section of influencers when they recommend a product. It’s evident that consumers have a knack for reading between the lines. And truth be told, they can usually tell a genuine recommendation from a paid post.
When they ask questions, push for clarity, or call out content that feels off, they’re helping raise the bar for the whole industry.
To Better Industry Practices!
Influencer marketing is always changing, and with that comes a big responsibility: keeping the trust that everything depends on intact.
The aim of setting better industry practices isn’t to chase perfection. It’s to commit to steady, meaningful progress.
If you’re looking for a partner who understands how trust, storytelling, and credibility intersect, NGP IMC has long specialized in PR strategies that strengthen a brand’s reputation from the inside out.
Ready to build influencer partnerships grounded in the best industry practices? Let’s talk!
Irishbeth Relampagos is a writer who specializes in crafting copies across various content formats, mainly SEO blogs and marketing materials. Her passion for translating ideas into impactful content has helped brands connect with their audiences in ways that transcend superficial and transactional interactions.
Irishbeth pursued English Language Studies at Polytechnic University of the Philippines where she honed her skills in writing. While originally focused on writing poems and opinion pieces, she shifted her career path to content writing after a successful stint as an SEO content writer during her internship.