Why traditional media escapes authenticity scrutiny that influencers face, asks Shivashish Tarkas

New Delhi: From fitness drinks on Monday to sugary snacks on Tuesday, it seems today’s influencers are the ultimate multitaskers—endorsing everything under the sun, sometimes in dizzying succession. But is the constant brand-hopping wearing thin on their credibility? 

With influencer marketing continuing to grow, concerns over authenticity and brand loyalty among influencers are common. 

However, Shivashish Tarkas, Founder and CEO of The InterMentalist, believes while feedback and criticism are inevitable, the influencer marketing industry is far from reaching saturation. 

"Influencer marketing has made a significant contribution to brand awareness, perception, and sales," Tarkas stated. "Influencer marketing is poised for the long haul. While platforms and methods may evolve, the essence of influencer marketing as a powerful advertising paradigm is here to stay,” he said. 

Asked whether influencers can remain authentic while endorsing multiple brands, Tarkas pointed out that the constant influx of content shapes how audiences interact with and remember posts. "Our feeds are continuously updated. People engage with a range of material, often without even consciously processing it. Some messages resonate deeply, while others are quickly forgotten. Only the stakeholders truly understand the nuances of authenticity in this space. Many consumers tend to accept the content they encounter unless guided otherwise," he explained. 

Tarkas also notes that traditional media rarely faces the same scrutiny, questioning why influencer endorsements are often singled out for authenticity concerns. " Traditional media routinely disseminates a wide variety of content, often without critical evaluations. Has anyone ever questioned the blanket generalisations found in traditional ads?" he asked.

Regarding influencers endorsing competing brands, Tarkas suggested that audiences rarely react negatively. However, this can pose challenges for brands in terms of divided attention and diluted marketing impact. “Brands are cautious about maintaining their image, but audiences typically don’t judge influencers for endorsing competitors,” he said, emphasising that audience engagement metrics remain unaffected by such endorsements.

For brands selecting influencers with multiple partnerships, Tarkas highlighted the importance of limited exclusivity agreements. "Typically, brands seek exclusivity for one to three months, ensuring influencers avoid promoting competitors in that timeframe," he explained. This balance, according to Tarkas, helps optimise marketing outcomes without restricting influencers’ professional growth.

On the topic of long-term versus short-term partnerships between brands and influencers, Tarkas sees value in influencers taking on multiple campaigns, comparing the approach to traditional media practices. 

"Influencer marketing is a legitimate profession, and just as we wouldn’t expect newspapers to promote only one brand per category, we shouldn’t restrict influencers in the name of authenticity," he asserted. 

Ultimately, Tarkas believes the choice to trust influencer recommendations rests with the audience, encouraging them to make informed decisions.