Influencer marketing ecosystem in for an overhaul as brands seek alignment & authenticity
The glittering facade of influencer marketing, once built on seemingly effortless authenticity and trust, is showing cracks. The recent controversy surrounding popular YouTuber Ranveer Allahbadia has ignited a firestorm of public scrutiny. Brands, once eager to leverage the perceived “relatability” of these digital personalities, are now facing the harsh reality of potential reputational damage. This begs a crucial question: Will this increased scrutiny finally force a reckoning within the industry, leading to more stringent vetting processes? And if so, how will this seismic shift reshape the landscape of brand-creator partnerships, potentially ushering in a new era of transparency and accountability?
Also read:
The Fallout of Ranveer Allahbadia Row: Is The Era of Unchecked Influence Over? - Part 1
No more vanity metrics
Ambika Sharma, Founder and Chief Strategist, Pulp Strategy, believes that stronger vetting is now non-negotiable. Brands can no longer afford to work with creators based solely on vanity metrics. She adds that we’ll see a shift toward audience authenticity audits, deeper contractual governance, and ongoing content monitoring.
“This won’t hurt brand-creator relationships—it will strengthen them. Influencers who are transparent, credible, and aligned with brand values will become even more valuable. The one-off, transactional model will give way to longer-term, trust-based partnerships,” she adds.
Aditya Aima, Managing Director, Growth Markets; Co-MD, India and MENA, AnyMind Group, believes that the heightened scrutiny will transform vetting processes from superficial follower counts to one that is a lot more data-driven. This evolution represents market maturation rather than overcorrection.
He notes that with the aid of influencer marketing platforms, brands can implement multi-stage due diligence protocols including content and brand collaboration audits spanning years and value alignment verification.
“This will naturally produce fewer, but substantially deeper, brand-creator relationships built on mutual trust rather than transactional metrics. Contract structures will evolve to include longer terms with performance-based incentives and clearly defined accountability measures. For creators, this landscape rewards consistency and authenticity. Those building genuine connections through transparent communication will thrive in this environment, while opportunistic creators will face diminishing opportunities. The fundamental economics of influence will shift to value trust capital above attention capital,” he adds.
Shivashish Tarkas, Founder of The InterMentalist, believes that despite the heightened discussions, this issue will have little real impact.
He points out that brands engaging in partnerships have always been selective about the shows they collaborate with, ensuring alignment with their values and the right influencers.
“Major FMCG and D2C brands, now and in the future, will naturally avoid collaborating with shows or individuals focused on adult comedy or content, as such associations don’t align with their brand ethos. Neither brands nor influencers are likely to take a bold stance on this—they understand their boundaries. While the debate may seem intense, its actual consequences are limited. However, those directly affected will face challenges if they hope to make a comeback,” he explains.
Heightened scrutiny will undoubtedly prompt brands and agencies to implement stricter vetting processes for influencers, says Yasin Hamidani, Director, Media Care Brand Solutions.
According to him, background checks, detailed content audits, and enhanced monitoring tools will become standard practices. “Influencers’ alignment with brand values and their historical content performance will be carefully analysed, impacting how partnerships are formed. As a result, creators who demonstrate consistent authenticity, transparency, and professionalism will gain an advantage, reshaping influencer selection to prioritize credibility and minimize reputational risk,” Hamidani adds.
Influencer marketing is here to stay
As brands become more cautious about reputational risk, will we see a move away from influencer marketing towards more traditional forms of advertising, or will the industry adapt to find new ways to measure authenticity and alignment?
Experts believe influencer marketing isn’t disappearing—it’s evolving.
Aditya Aima believes that instead of reverting to traditional advertising, influencer marketing will evolve into a more sophisticated and accountable channel.
He emphasizes that its core strength—authentic voices engaging with dedicated communities—remains powerful in today’s fragmented media landscape. What’s changing is how brands measure success and manage risk. With rising consumer media literacy, audiences can differentiate between genuine recommendations and mere promotions while still valuing trusted voices.
This growing sophistication calls for evolved marketing strategies. The industry must adopt advanced integrity metrics to quantify reputation and alignment, invest more in influencers with proven community trust, and leverage proprietary technologies to verify engagement authenticity. Brands will increasingly turn to AI-driven influencer assessments, focusing on conversions and traffic rather than just engagement rates—ultimately measuring what truly drives business impact.
“This isn’t the decline of influencer marketing,” Aima adds, “but its maturation into a more strategic, accountable discipline that fosters meaningful connections between brands and audiences.”
While increased caution regarding reputational risks might prompt some brands to reconsider traditional advertising avenues, influencer marketing won't be abandoned entirely, says Yasin Hamidani. Instead, he adds, the industry will adapt by developing new methodologies to measure authenticity, audience alignment, and real engagement beyond superficial metrics.
“Brands will lean towards influencers who maintain genuine relationships with their audiences, thereby refining influencer marketing strategies to focus more deeply on authenticity, trust, and strategic alignment rather than merely follower counts or basic reach metrics,” he adds.
According to Shivashish Tarkas, there’s no chance that brands will completely move away from the influencer industry anytime soon—at least not for the next 5 to 10 years. While platforms and advertising strategies may evolve, the influencer space itself is here to stay, whether directly or indirectly.
“It’s clear that influencers have outperformed traditional marketing in driving engagement and promoting content. Advertising on mobile screens guarantees a far wider reach, making it a more effective channel. If traditional marketing was still delivering the same impact, brands wouldn’t feel the need to invest heavily in digital platforms. While traditional marketing will continue to have its place, the idea of brands moving away from influencers altogether is highly unlikely,” he adds.
Ambika Sharma doesn’t see this leading to a retreat from influencer marketing, but rather a shift in how brands assess alignment and authenticity. “The channel remains powerful, but now metrics like sentiment, audience quality, and content ethics will be just as important as reach,” she explains.
If anything, she adds, this moment will drive the industry toward greater accountability, performance-based evaluation, and value-driven strategies. “It’s not about choosing between traditional advertising and influencer marketing—it’s about striking the right balance between control and connection. This also reinforces the need for brands to invest in owned audiences, brand-led content hubs, and loyalty-driven communities as part of their long-term growth strategy.”
Share
Facebook
YouTube
Tweet
Twitter
LinkedIn