Recent research reveals that authentic content drives engagement for social media influencers, with personal posts significantly outperforming sponsored content. 

The study by Jaeyeon (Jae) Chung and Ajay Kalra, analyzing over 55,000 Instagram posts from 763 top influencers, finds that sharing details about personal life and emotions results in higher user engagement.

Researchers examined posts over six months, using text and image analysis to identify authenticity markers such as family references and intimate group photos. 

They conducted controlled experiments showing participants real influencer posts with varying content to measure likeability and perceived authenticity.

Personal Content vs. Sponsored Ads

Results indicate that posts mentioning close social ties or depicting small groups of friends and family receive the most likes. Sponsored ads, in contrast, lead to lower engagement. 

The study cites an example from David Beckham’s Instagram, where personal photos with his father and wife garnered triple the likes of a sponsored sunglasses ad.

The research suggests that revealing strong emotions, particularly negative ones, boosts engagement. Negative emotions prove six times more powerful at eliciting engagement than positive ones.

Using first-person pronouns in captions also correlates with higher engagement, further emphasizing the importance of personal voice in influencer content.

The influencer marketing industry faces challenges as sponsored content potentially erodes audience trust. However, the study finds that combining ad partnerships with genuine personal reflections can mitigate some negative impacts on engagement.

Researchers advise marketers and influencers to consider how products authentically fit into an influencer’s life when creating. They suggest showcasing how items integrate with personal relationships or daily routines.

Emotions in Posts

The study notes that posts about social ties and strong emotions are relatively rare in influencers’ feeds, with only 9% referencing social connections and 4% expressing positive emotions. This scarcity may contribute to their high engagement rates.

While unique content drives engagement, researchers caution about potential negative impacts on influencers’ mental health from increased public scrutiny of their personal lives. They also warn that overuse of personal content could potentially change follower engagement patterns.

The findings suggest that influencers’ unique insights and personal characteristics remain key drivers of their appeal, with audiences valuing disclosures that grant views into influencers’ genuine selves.