Let’s face it, these days we don’t like ads to feel too…. Ad-ish🥴. No longer are we in the times of a hard sales pitch–in today’s social media era, consumers expect to have real and authentic reviews of products at their fingertips. In fact, according to the latest reports, as of this year 69% of brands use TikTok as an influencer marketing channel followed by Instagram at 47%. The influencers who really get it right have a way of making sponsored content feel natural, almost like it’s part of their daily life. If you’re an influencer or brand looking to make your partnerships feel more like genuine recommendations and less like commercials, here’s how to start.
1. Really Know Your Audience
To resonate, influencers need to understand what feels real to their audience. Matching tone is key: influencers should avoid stiff, “corporate” language that doesn’t match their usual style.
Pro tip: Checking DMs and comments can reveal how followers communicate and what they’re genuinely curious about.
2. Storytelling > Selling
People connect with stories, not sales pitches. Instead of just promoting a product, influencers can weave it into a personal story. For example, instead of saying “Buy this protein powder!” they might share how they use it after workouts or a funny fail when trying a new smoothie recipe. This makes the content more engaging and relatable.
3. Be Honest to Build Trust
Transparency is everything. Audiences know influencers partner with brands, so there’s no need to hide it. Sharing why they genuinely like a product, or even expressing initial skepticism, shows followers they’re honest and thoughtful about their recommendations.
4. Integrate Products Seamlessly
Instead of a staged promo shot, influencers should work products into their usual content style. For example, beauty influencers can showcase a skincare product during a morning routine, and lifestyle influencers can casually show how they use it daily. This feels more genuine and less like a sales pitch.
5. Show Both the Good and the Not-So-Good
Followers appreciate balanced opinions. Rather than sounding scripted, sharing real reactions—including any downsides—boosts credibility. For example, an influencer might say, “I love this cream’s texture, but it’s a bit heavy for daytime.” This honestly makes followers trust the recommendation more.
6. Go for Long-Term Partnerships
When followers see an influencer using a product consistently, it feels like a natural part of their lifestyle. Long-term brand relationships give influencers more time to integrate products naturally, showing they genuinely believe in the brand rather than doing a quick promo.
7. Add Real Value for Followers
The best ads provide value, whether through a discount code, a tutorial, or a tip. For instance, a food influencer could share a recipe using a sponsored ingredient, giving followers something practical and enjoyable to try.
Essentially, when influencers stay true to their voice and build trust with audiences, partnerships become authentic recommendations instead of obvious ads. And that’s a win-win: for the brand, the influencer, and the followers who keep coming back for more. Next time you’re planning a partnership, think about how you can make it feel like a natural part of your content—not a commercial break.
Written by: Gabrielle Telemaque
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