Study of TikTok influencers emphasises the ‘authenticity’ challenge

This confirms other recent studies and comments by social media experts, asserting that the power of macro- and mega-influencers is waning because consumers believe their content lacks authenticity. 

The new research from the University of Ottawa’s Telfer School of Management, published in the peer-reviewed journal Psychology & Marketing, aims to help brands and businesses develop more successful strategies on TikTok by delving into how users interact with sponsored user-generated content. 

Researchers found that the most successful engagement around brand-sponsored content mirrors TikTok’s own image as an unfiltered, raw and authentic platform. 

Consumers questioned the authenticity of bigger influencers with a reach of over half a million followers (categorised by the researchers as ‘super influencers’) and showed less engagement with their sponsored posts relative to the non-sponsored content of those same influencers. 

Smaller creators experienced no drop in engagement 

In contrast, smaller content creators (categorised by the researchers as having around 15,000 followers) did not experience a drop in engagement when promoting similar sponsored content. According to the research team, their smaller size “makes them able to foster a stronger sense of trust”. 

Interestingly, however, the study finds that there are some exceptions to this – perhaps emphasising how difficult it can be for marketers to find the optimum TikTok influencer strategy. 

The researchers explain: “When [popular influencers] promote smaller, lesser-known brands, engagement remains strong. However, endorsing large, well-known brands often results in lower consumer engagement due to perceived lack of authenticity.” 

Says Argiro Kliamenakis, an Assistant Professor of Marketing at the University of Ottawa: “This likely stems from the perception that more popular creators prioritise commercial interests and monetary gains over genuine connections with their audience, and the sheer size of their audience may dilute the personal connection. 

“This issue is exacerbated when large influencers promote large brands, as these brands are often perceived as inauthentic and profit-driven, leading to lower engagement with this type of content.  

“Therefore, larger brands may find greater value in sponsoring multiple smaller creators and employing other promotional strategies with larger influencers to encourage organic content.” 

You can find out more about the study, titled ‘Authenticity in TikTok: How content creator popularity and brand size influence consumer engagement with sponsored user‐generated content’, here.