Who Do You Blame For Authenticity Taking A Backseat In Content?

I remember when the internet was just beginning to transform how we consume information and connect with others. Millennials like me were lucky enough to have a front-row seat to the beginning of the digital era around the 2000-2010s.

It all started with blogs.

Those personal websites where individuals shared their thoughts, experiences, and recommendations became the first real platform for what we now call influencer marketing. In India, pioneers like Gia Kashyap with her blog “Gia Says That” were the first real influencers, creating content that felt intimate and authentic. Before blogging and content creation got as commercialised as it is now, reading her blog and another one called “A Beautiful Mess” was genuinely enjoyable for me in my college years.

Then social media platforms on smartphones suddenly boomed, and everything changed dramatically.

Instagram was the real game-changer. It’s not like I’m anti-Instagram at all. In fact, I’ve been using it since the platform first launched and still use the same handle avidly. But, I’ve noticed how I now tend to think twice about the pictures I share, because everyone else’s posts seem to be picture-perfect. While we all initially used the platform for sharing something, now it’s all about creating something that’s not all that real anymore. However, we’re all susceptible to liking things that look perfect. And the ones who could create the kind of content that more people liked, obviously grew to become influencers.

Soon brands began to notice that these “regular” people had more influence than traditional celebrities.

The monetization happened gradually. What started as passion projects transformed into full-time careers. Influencers began to understand their worth. A single Instagram post could now generate more engagement than a traditional print advertisement. Brands started allocating significant marketing budgets specifically for digital influencers.

But I’ll be honest – something has been lost along the way.

The early days of blogging and early Instagram were about genuine storytelling. Now, it mostly feels like every post is a carefully curated advertisement. The authenticity that made influencer marketing powerful has been diluted by brand deals and algorithmic content creation.

I miss the days when influencers were truly passionate about sharing their experiences. When Gia would write about a fashion or hair-care tip, it felt like advice from a friend. Now, content feels more transactional – designed to maximize views and generate sales rather than create genuine connections.

Yet, despite the criticism, influencer marketing is here to stay. It has become a multi-billion-dollar industry, bridging the gap between brands and consumers in ways traditional advertising never could. The landscape continues to evolve, with platforms like YouTube, TikTok, and Instagram constantly reshaping how influence works.

My hope is that we’ll see a return to authentic content. That more influencers will remember why they started – to share genuine experiences, to tell real stories, to connect with people in meaningful ways.

The digital world continues to evolve, and so will influencer marketing. But the heart of great content will always be authenticity.