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Co-Creation with Influencers is Key to Unlocking Authenticity and Trust in 2025

January 23, 2025
By Tejas Chandarana

Consumers today are more aware than ever. Their content feeds are saturated, and they recognise when brands are trying too hard. To cut through the noise and build lasting relationships, brands must embrace authenticity. Partnering with influencers to tell genuine brand stories, rather than simply producing ads, engages audiences on a deeper level and makes it harder for them to tune out. With over 89% of consumers valuing authenticity in content [Sprinklr, 2024], authentic influencer engagement is no longer just an option—it’s essential for achieving meaningful results.

Content rooted in authenticity is incredibly valuable because it brings a level of credibility and shared passions that brands can’t replicate. Influencers attract loyal followings through shared passions. Shared passions spark emotion, and emotion builds trust. This trust empowers influencers to tell brand-inspired stories that can shift perceptions, change hearts and create lasting impact.

However, trust is fragile and can be easily undermined if brands don’t choose the right influencers or if they restrict creative freedom. So, how can brands co-create with influencers to foster trust and authenticity within their communities?

Tips for Building Authentic Audience Conversations Through Influencers

1. Partnering with the Right Influencer

The first step to authentic co-creation is ensuring you are partnering with the right influencer. Influence is not defined by reach alone. Influencer marketing isn’t just about finding the most popular creator; it’s about identifying someone with the right audience, message and platform. As brand ambassadors, influencers need to feel like a natural fit so they can carry the brand’s message in a way that’s both meaningful and authentic.

True influence is best achieved when grounded in data science, technology and operational rigor. FleishmanHillard’s audience-first approach helps brands cut through the noise by using an “audience lens” for every decision. We don’t choose influencers because we enjoy their content; we choose those who have proven success in reaching a brand’s target audience. This blend of science and art allows us to balance data with the personal touch that makes influencer content resonate.

2. Empowering Creative Freedom

Authentic storytelling is the cornerstone of effective influencer marketing. For co-created content to resonate, it must answer the age-old question: “Why care, why share?” That’s why brands should start with the message, not the platform, and then let influencers express it in their own way.

While brands should communicate goals and key messages, influencers need the creative freedom to develop content that aligns with their unique voice and audience. Influencers understand their communities better than anyone; they know what content resonates and what doesn’t. If the provided creative or messaging doesn’t resonate with their community, asking them to deliver this could backfire.

There is often a tension point here due to the subjective nature of creativity. In the identification phase, data science leads the way, but in content creation, personal opinions and preferences can sometimes interfere. Brands need to be willing to step out of their comfort zones and relinquish some control to allow the influencer’s creative capabilities to shine. This might feel uncomfortable, but it’s essential for authentic storytelling. Provide a creative brief that outlines key points but allows room for personalisation. The result? Diverse, credible content that drives trust and engagement across all campaign partners.

3. Cultivating Long-term Partnerships

Once you’ve identified the right influencer and empowered their creativity, the next step is building a long-term relationship. Brand ambassadors often develop a stronger connection to the brand’s values, mission and products over time. This deep connection allows them to create content that feels genuinely aligned with the brand, making their message feel authentic and credible.

Ongoing partnerships enable brands to co-create with influencers around reactive trends, cultural moments and personal milestones. This also provides flexibility to explore different types of content, keeping things fresh and avoiding audience fatigue. Most importantly, long-term advocacy builds a sense of trust and authenticity that grows with each campaign, as audiences witness the influencer’s genuine love for the brand.

4. Converting Paid Relationships to Organic Advocacy  

A brand’s relationship with an influencer shouldn’t end when a campaign concludes. Brands should continue to strengthen relationships with influencers even after a campaign ends, encouraging them to become organic advocates. This approach builds continuous, always-on advocacy, where influencers feel a genuine connection to the brand and want to continue speaking about it in their communities.

After a campaign, follow up with influencers to thank them for their collaboration, share results and seek their feedback. Engage them in exclusive events, keep them in the loop on new product launches and create opportunities for long-term partnerships. This way, influencers feel valued and appreciated, which can deepen their loyalty to the brand.

These foundations allow influencers to become organic advocates, allowing their audience to recognise the authenticity of the relationship. This leads to more genuine and impactful co-creation, as followers see how much the influencer truly trusts and believes in the brand.

As we enter 2025, brands that embrace genuine co-creation with influencers will be those that win consumer trust, and thus business results. By focusing on long-term partnerships, audience-centric strategies and authentic content, brands can create meaningful connections with consumers that stand the test of time.

The brands that succeed will empower influencers as storytellers, not just spokespeople, allowing them to tell brand-inspired stories that resonate with their communities. As brands and influencers come together to build genuine connections, co-created content can spark trust that resonates far beyond a single campaign. By focusing on authentic relationships and empowering creativity, brands have the opportunity to build lasting impact and forge trust that endures.