Storytelling Can’t Happen Without Authenticity
Storytelling without authenticity falls flat, audiences can always tell when something feels forced. A brand slapped onto a creator’s feed isn’t a partnership; it’s just another ad. And in a world where people crave real connections, that’s not enough.
The creators who last aren’t just partnering with brands, they’re bringing them into their world in a way that makes sense. And the brands that succeed? They’re not interrupting a creator’s story; they’re becoming a part of it. Because when it’s real, people don’t just see it. They believe it.
Authenticity Can’t Be Faked (And Consumers Know It)
Take Alix Earle, for example. If you don’t know who she is, we’ll wait while you Google.
Alix built her brand by being the fun, carefree girl who brings you along for every unfiltered, chaotic, and entertaining moment of her life. Her audience doesn’t just follow her, they feel like they know her. So when she recently partnered with SipMARGS, an alcohol brand, it wasn’t just another partnership, it was an extension of her story.
She didn’t post a stiff promo holding up a can and listing product features. Instead, she casually cracked open a SipMARGS in a “get ready with me” video while talking to her audience like she would a best friend. It felt natural because it was natural. If she had suddenly promoted a productivity planner, it would’ve been off-brand, and her audience would’ve noticed.
For creators, this is the secret to longevity. Your audience sticks around when they trust you, and that trust only comes from being real. If you start promoting brands that don’t align with your story, people will tune out fast.
For brands, the lesson is just as crucial. No matter how big a creator’s following is, if they don’t genuinely connect with your product, the partnership won’t work. Consumers today are too smart, they can spot an inauthentic ad a mile away.
Take skincare, for example. If your brand focuses on products for acne-prone skin, your best partner isn’t someone with flawless skin who’s never struggled with breakouts. It’s the creator who’s been open about their skincare journey, the one whose audience has followed them through the highs and lows.
Another example? Danielle Bernstein. She’s been a fashion and lifestyle creator for years, but she’s also built trust by sharing her personal struggles, including her challenges with hair health.
When she partnered with Wellbel, a haircare supplement brand, it wasn’t out of the blue. Her audience had already watched her document her hair transformation, so when she introduced Wellbel, it felt like the next natural step in her story. No forced promo, no awkward product placement, just a brand that made sense in her world.
The essence of storytelling in Brand-Creator Partnerships
At Humanz, we believe the best partnerships aren’t about quick wins, they’re about long-term storytelling. Creators, if you want to build a lasting career, align with brands that truly fit your world. Brands, if you want results that go beyond surface-level engagement, invest in creators who are consistently building trust with their followers.
Because at the end of the day, storytelling without authenticity? It’s just noise. The ones who cut through the noise will be the ones who keep it real.
Creators and brands, let us do our part and connect you to create authentic, impactful partnerships that last.
