How do we judge the authenticity of activist influencers?

In recent years, activist influencers have gained prominence in the digital landscape. Unlike traditional influencers, who focus primarily on promoting products or lifestyles, activist influencers use their visibility to raise awareness of sociopolitical issues such as human rights, climate justice, and gender equality. This form of digital activism represents a new type of civic engagement.

However, the intersection of activism and influencer marketing has raised criticisms. The authenticity of the message becomes a decisive factor, as audiences are increasingly attentive to distinguishing between genuine initiatives and virtue signaling—superficial actions aimed solely at improving public image.

Although this phenomenon is relatively new, research has already explored various aspects, such as the relationship between an influencer’s popularity and the effectiveness of their activism (less popular influencers are often perceived as more credible) or how activism shapes an influencer’s credibility (engagement in social campaigns enhances credibility, provided it is consistent).

This study examines the factors that make an influencer authentic when supporting a social cause, whether collaborations with brands or nonprofits affect perceptions of authenticity, and how these perceptions translate into concrete behaviors like donations, petition signatures, or participation in social initiatives.

To address these questions, the study combined quantitative and qualitative methods, involving 2,400 Italian and 178 American consumers.

• Preliminary analysis. The profiles of 15 activist influencers were analyzed to understand real communication dynamics.
• Experiments. A series of experiments assessed how congruence with a partner (brand or organization) and alignment with a cause influenced perceptions of authenticity. These combinations were tested by observing proxies for real behaviors, such as searching for information, subscribing to newsletters, or signing petitions.
• Public reaction. Researchers analyzed 1,441 Instagram comments on posts by 14 activist influencers to evaluate audience responses to their activism.

Participants in the experiments were exposed to Instagram posts by a fictional influencer, Jennifer Ever (named after a Smashing Pumpkins song), portrayed as an activist promoting sexual freedom. Posts were designed to test congruence with partners (a dating site vs. a sustainable fashion brand) and alignment with causes (a post on sexual freedom vs. one on climate change).

Results were measured through online experiments, tracking how variables affected perceptions of authenticity, attitudes toward the influencer, and intentions to take concrete actions.

The study offers practical insights to help influencers effectively engage in activism and support sociopolitical causes, while guiding brands and organizations in selecting appropriate collaborators.

• The importance of authenticity. Influencers should express their support for causes genuinely and consistently, as authenticity is key to building credibility and trust. For example, an influencer advocating for civil rights should actively and regularly participate in relevant initiatives and share them with their audience. Abruptly shifting topics for opportunism could harm relationships with followers.
• Partner selection. Activist influencers should collaborate with brands or organizations that share their values and support aligned causes. Inconsistent partnerships can damage both the influencer’s credibility and their activist message. Similarly, brands should carefully select authentic and genuinely committed influencers to strengthen their image. Misaligned collaborations risk harming the brand’s reputation.
• Benefits for brands and activism. Activist influencers often have loyal audiences that share their values. Partnering with them allows brands to reach larger, more engaged audiences, increasing visibility and impact. These collaborations can amplify sociopolitical messages and encourage concrete actions. Brands must approach such partnerships sincerely, aligning their values with those of the influencer.
• Use of digital tools. The study highlights the importance of digital tools like petitions, newsletters, and informational pages. Beyond congruence between brand and influencer, alignment between influencer and cause is essential. For example, an influencer partnering with a nonprofit to promote sexual freedom could use newsletters to keep the audience engaged with regular updates and calls to action aligned with shared values.

Mario D’Arco, Generoso Branca, Vittoria Marino, Riccardo Resciniti. “Influencer activism: Insights for effective partnership with brands and organizations.”  Psychology & Marketing, 2024; 1–26. DOI: https://doi.org/10.1002/mar.22149.