The Rise of Real: Why Authentic Influence Matters More Than Ever

It’s the day after the 2024 presidential election, and let me start by saying: this isn’t political commentary. But what we just witnessed speaks volumes about influence—how we, as Americans, choose to connect, and what truly shapes our choices. As someone who follows trends for a living, I can’t help but notice what this shift says about the age of the influencer, who we’re listening to, and why. The takeaway? Authenticity is having a moment, and people are valuing real voices over perfectly polished personas. It’s a reminder that in today’s world, what influences us most is often the stuff that feels real and relatable, not scripted or glossy.

Since 2020, we’ve seen a major shift—the age of the influencer, once ruled by glossy, curated lifestyles, is steadily fading. With the rise of platforms like TikTok, it’s clear that audiences are seeking something more real: raw, unfiltered commentary from everyday people. We’re moving into a world where authenticity trumps Hollywood gloss and where real voices are winning out over polished influencer brands. And it’s not just a passing trend; it’s a complete shift in how we connect and who we trust.

This shift is showing up everywhere, even in politics. Say what you will about Trump, but one thing is certain: he’s not about to hide behind a rehearsed script. He speaks what’s on his mind, unscripted and unfiltered. And in a landscape where most politicians are carefully packaged, there’s something powerful about that kind of realness. It resonates because it feels authentic, and people connect with what feels genuine—even if they don’t always agree.

Why does this shift matter so much? Because authenticity builds trust. People follow those they feel they know, like, and trust. And trust can’t be built on a polished brand or perfectly styled photo; it has to come from real human connection. When we see someone being real, showing up as they are, flaws and all, we get the sense that they’re not hiding behind a facade. It’s the messy, imperfect moments that actually make us feel connected.

This is why celebrity endorsements and influencer culture are losing their impact. Even big names like JLo, Oprah, and Beyonce aren’t moving the needle like they used to. People aren’t looking for aspirational lifestyles; they’re looking for relatability. It’s no longer about chasing after someone else’s “perfect” life; it’s about finding people who make us feel understood and seen.

So, if you’re creating content, building a brand, or even just sharing your story—remember, realness is what resonates. Show up as you are. People want the real you, not the polished version. It might feel vulnerable, but in a world full of filters and rehearsed lines, that kind of honesty is exactly what builds trust and true influence.