Authenticity
In influencer marketing, authenticity means communicating credibly to sell customers products that the influencer can identify with. Influencers have developed their individual style over time, in which they bring information to the point with an unbiased and open manner. Authenticity in this context stands for passion and enthusiasm.
When an influencer promotes a particular product or company, he or she should stand behind it one hundred percent and convey this openly; no follower likes it when his or her idol promotes products that he or she does not use himself or herself.