The importance of transparency in influencer marketing campaigns: what consumers really want to see.

Anyone who works in influencer marketing knows that we often follow creators for work… and sometimes for pleasure. It’s not always easy to separate one from the other. In fact, some of the best collaborations are born this way: from a recommendation that appears in your feed, hooks you naturally, and ends up inspiring a brand proposal.

That is exactly how I came across an influencer recommending a serum. The content was visually appealing, but what really stood out was the ease with which she explained that the brand had sent her several options, and that only this one had worked for her skin type. On screen, it clearly read “Paid collaboration”. And yet, the story was anything but forced.

That is the key: honesty does not push people away. It brings them closer.

From aspirational perfection to real connection

For years, influencer marketing relied on flawless aesthetics, perfectly curated feeds and routines that looked as though they had come straight out of a catalogue. It worked, until it didn’t.

Today, authenticity is the new aspiration. Users are no longer looking for an unattainable lifestyle, but for moments they can recognise and make their own. When a creator explains why a product works for them, from their own home, without heavy filters or an obvious script, something happens that brands cannot manufacture, but can enable: connection.

Before launching her own coffee brand, for example, Emma Chamberlain had already collaborated with other brands in the sector. The difference was that she never tried to sell a perfect life. She spoke from her kitchen, in a dressing gown, holding a cup of coffee, hair untidy. That naturalness was, and continues to be, her strongest conversion tool.

It is not about pretending to be spontaneous, but about telling the truth in your own voice. About inviting the consumer into a story, not just towards a purchase.

So, what do consumers actually want?

The answer lies in small, honest gestures: a review that includes both pros and cons, a recipe that fails before it works, a video that shows how a garment really fits, or how skin looks with and without makeup.

Consumers do not need perfection. They need context. They want to feel part of the story and to see how a product fits, or does not fit, into real life. At Keepers, we know that the most effective campaigns today are not the ones that hide the fact they are advertising, but those that integrate the message naturally into the creator’s world.

A good example is the collaboration between Dulcesol and streamer Mayichi. Rather than opting for a generic activation, the brand chose a creator whose style and community aligned naturally, integrating her into initiatives such as the Queens League. It was a sincere collaboration, where affinity with the brand mattered more than the script. And audiences can tell.

In a content-saturated world, what stands out is honesty. We want to hear: “Yes, this brand paid me. And yes, I would still use it even if they hadn’t.”

If you are a brand: how to apply transparency (and why now)

At Keepers, we work every day with brands that want to activate influencer marketing campaigns without losing authenticity along the way. The recommendation is simple:

• Collaborate, rather than dictate. Avoid imposing rigid mandatory phrases. Tell a genuine story that integrates your key messages in the most organic way possible.
• Do not be afraid of the term “#ad”. Today, a paid collaboration label does not undermine credibility when there is coherence behind it. Being compliant also matters.
• Reinforce the emotional or functional narrative of the product through real experiences, stories that make people feel part of the creator’s journey. Often, a touch of humour helps content resonate.

Transparency does not mean showing only what is beautiful. It means showing what is useful, genuine and relatable. That is what turns a campaign into a conversation, and a conversation into conversion.

Conclusion: in today’s marketing, truth sells

Transparency may not rely on colourful filters or trending soundtracks, but if there is one thing consumers know how to recognise and value, it is when content feels real.

In an industry where everything can be edited, the most valuable asset remains the simplest one: credibility. And building it starts with honesty, from brands, creators and agencies alike.