What are 'genuinfluencers,' and how are they taking authenticity to social networks?

These days you have to be authentic to build a loyal following on a social network, even if it means revealing imperfections and vulnerabilities. — Business vector created by pikisuperstar - www.freepik.com

Gone are the filters and effects. These days what Internet users want from influencers is authenticity. Welcome to the 'genuinfluencer' era.

Too perfect, too smooth, too unreal: the influencers who embrace this type of aesthetic are no longer popular. Now in order to win over followers, it's all about being authentic, even if that means being imperfect and vulnerable. In short, you have to be a 'genuinfluencers.'

This term was coined by WGSN, a trend forecasting company, by mixing 'genuine' and 'influencer.' It refers to the social network stars who use their platforms to go beyond product placement.