In recent years, influencer marketing has exploded, becoming one of the most effective strategies for reaching targeted audiences. However, a shift is taking place: consumers, particularly Generation Z and millennials, are increasingly wary of campaigns perceived as too artificial or far removed from reality. Today, the key to success lies in authenticity. How can brands adjust their strategy to meet these new expectations? How can they take advantage of this trend without betraying their DNA?

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‍1. Authenticity: the new influencer motto

Influencers themselves have initiated this change. Tired of false-sounding partnerships, they now prefer collaborations aligned with their values and their community. We're seeing the rise of micro-influencers, who despite their more modest audience, benefit from a strong emotional connection with their followers. For Okev, this opens up an opportunity: as an agency, we focus on finding talent who prioritize collaborations consistent with their personality and the brands they support.

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2. Transparency, a requirement for consumers

Consumers are looking for transparent brands, whether in terms of ethics, product origin or production conditions. Influencer campaigns must be sincere and not create false promises. A winning strategy is to integrate testimonials or real-life experiences of influencers with products, far from stereotypical ad formats. For Okev, our role is to help brands formulate briefs that emphasize this transparency, and to select designers capable of conveying this value.

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3. The importance of authentic storytelling

Authentic stories sell. That's why content creators capable of telling credible, captivating stories around a product or service have become a key performance lever. Authentic storytelling is based on lived experience and sincere commitment. Okev advises its customers in the creation of stories that truly resonate with the values of their audience, based on collaborations with influencers who share a relationship of trust with their community.

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4. Towards responsible and ethical communication

Another aspect of this move towards authenticity is the rise of brands' social responsibility. Consumers, especially younger ones, no longer just want to buy a product, they want to contribute to positive change. The role of influencers is essential here, as their commitment to social or environmental causes is often perceived as more credible and impactful. For Okev, this means helping brands find talent capable of conveying messages that resonate with contemporary issues.

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The days of superficial influencer collaborations, detached from consumer realities, seem to be over. Brands must adapt to this quest for authenticity, at every level of their communications. At Okev, we make a point of accompanying our customers in this transition, by selecting committed content creators and developing campaigns that truly reflect brand values. Authenticity isn't just a passing trend: it's now the norm for staying relevant in the influencer ecosystem.

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