The first time I worked with an “influencer” was back in my ad agency days around 7 years ago, when part of my job was to find social media personalities who could seamlessly integrate brands into their content. I soon realized that influencers did not have to be known personalities at all, that they could just be regular people who chose to harness the power of online platforms for their voices to be heard — which works for the good and the bad, as we continue to learn.

Fast forward to today, being an influencer or content creator has pretty much established itself as a revered and (for some) well-compensated career path. Just open TikTok and you’ll find several videos of people who chose to end their corporate careers to become full-time content creators.

While social media platforms commodifying content is another story, the quick rise of influencers has impacted the way we consume information and perceive authenticity. Even then, authenticity (or by definition, the quality of being genuine or real) was a top consideration for brands when picking influencers.

It’s always been put to the test, but what happens when authenticity fails to meet the audience’s expectations?

Progressive yet divisive

Filipino celebrity Nadine Lustre has been known for her progressive views and social advocacies. Such values were put under scrutiny when she posted on November 16 about an online gambling app on her official page.

Data forensics company The Nerve used its Probe content and narrative analysis to delve deeper into the issue.

The Facebook scan revealed that more than half of the conversations about the actress from November 16 to 20 were related to the gambling issue. A closer look at the conversations shows that sentiments are divisive — with some criticizing the actress for promoting gambling activities, while others expressing the belief that gambling is a personal choice and that endorsers are not at fault.

When trust turns to doubt

The credibility of brands and businesses endorsed by influencers was in hot water when news about mom influencer and entrepreneur Neri Naig-Miranda’s involvement in a legal battle came out.

In an explanation by the Securities and Exchange Commission (SEC), Miranda is facing charges for estafa and violation of the Securities Regulation Code for allegedly encouraging people to invest in a company that is illegally soliciting investments. Miranda was arrested on November 23.

The Nerve’s Probe scan showed that Facebook mentions of the influencer, who inspired fellow moms by branding herself as a “wais na misis,” shifted from mostly positive to increased negative narratives.

As of writing, the next phase of her legal battle has yet to happen.

Overnight sentiment shift

Most recently, the rising love team of actress Maris Racal and actor Anthony Jennings got caught up in an alleged cheating scandal. The pair was only about to venture into a number of new projects when controversial screenshots were leaked online on December 3. This sparked several discussions on who to blame, as well as conspiracies that continue to fuel the fire.

In The Nerve’s Probe scan, the sudden shift in public sentiment is seen – from anticipation of their upcoming show and film to disappointed sentiments that fed even more allegations about the two. And all of these happened, quite literally, overnight. The actress then broke her silence about the allegations on December 6.

Influencers who are revered by their followers and brands, have to see authenticity as a double-edged sword. One may be admired for being oneself (at least online), but when business comes into play, the bigger responsibility of being a public figure is to reflect on your truth: What values do you stand by? Will a partnership align with the principles you believe in? How can your influence be more purposeful?

Tina Fey perfectly coined it when she said this in a podcast: “Authenticity is dangerous and expensive.” In this cluttered online ecosystem, what’s real and what’s not will always have its costs. – Rappler.com

The Nerve’s Probe is a data solution for narrative and content analysis. This allows you to map messages across multiple content formats and platforms including social media, news, and forums. If you’re interested in working with The Nerve, send an email to hello@thenerve.co or visit their website.

Decoded is a Rappler series that explores the challenges and opportunities that come with living in transformative times. It is produced by The Nerve, a data forensics company that enables changemakers to navigate real-world trends and issues through narrative & network investigations. Taking the best of human and machine, we enable partners to unlock powerful insights that shape informed decisions. Composed of a team of data scientists, strategists, award-winning storytellers, and designers, the company is on a mission to deliver data with real-world impact.

Kit Posadas is a brand & communications strategist and is currently the Associate Director for Marketing and Brand Strategy of data forensics company, The Nerve. She has collaborated with brands across a range of industries, from FMCG and e-commerce to telecommunications, banking, utilities, as well as CSR.