Observed Signal · Oct 14, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Neutral
Authenticity on Social Media: Being Real Is Hard
Vanessa Horvath’s study investigates why authenticity on social media has become one of the toughest disciplines for creators. In her master’s thesis, 'Clicks and Consequences: Navigating Self-Presentation and Its Pressures as a German Influencer,' she interviewed ten high-reach influencers with follower counts ranging from 75k to over 3M. The research frames the Creator Economy as a professional field with clear structures, economic weight, and psychological burdens, where self-presentation blends identity work with monetization, and privacy becomes a strategic concern. A key theme is the tension between algorithmic promotion and personal boundaries, with many influencers curating what they share to maintain trust and reach. The piece also highlights burnout, coping strategies, and the moral complexities of sponsorships and public scrutiny. It references Reachbird’s 2025 trend report, noting a rising focus on meaning/purpose and authenticity, and discusses how Purpose Marketing is reshaping influencer business models.
Industry-relevant analysis of influencer authenticity and marketing dynamics; references 2025 trend reports and major industry examples.
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Key Takeaways & Evidence Grounding
- Vanessa Horvath interviewed ten reach-heavy influencers (followers from 75,000 to over 3,000,000) for her master’s thesis.
- The study is titled 'Clicks and Consequences: Navigating Self-Presentation and Its Pressures as a German Influencer.'
- Reachbird's 2025 trend report highlights increasing emphasis on meaning/purpose and authenticity in influencer marketing.
- The article cites public examples like Fynn Kliemann and Sebastian Hotz (El Hotzo) to illustrate reputational risk and Cancel Culture.
- State of German Influencer Marketing 2025 reports rising professionalism, posting cadence, and briefing depth among influencer teams.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Brands Turn to Older Creators for Authenticity AI Can't Fake
A new wave of older content creators is attracting brand deals by offering grounded authenticity that AI-generated marketing cannot replicate. A WordPress VIP survey cited in the article finds 60% of U.S. consumers consider AI use in brand messaging a turnoff. Creators such as Alex Madison and Jon Bouffard, who have more than 10 million followers, and Ellie Fletcher are building longer-term partnerships with brands around parenting, health struggles, and mid-career realities. Industry executives say RFPs are becoming deeper and more conversation-driven, while influencer agency leaders see a broader shift from one-off campaigns to sustained creator relationships. Supporting data from eMarketer and Edison Research highlights the purchasing power of older social audiences, including the finding that 47% of TikTok users aged 25 to 44 buy products they discovered on the platform.
Finnish DSP Specialist Readpeak Expands into the US
Finnish adtech provider Readpeak has expanded its business to the United States, opening a New York office in early September. This marks the company's first location outside Europe, following market entries into Italy and Poland during the summer. Readpeak has already connected 150 premium publishers in the US and cites the more transactional nature of the US media market as a key reason for the expansion. To support international growth, the company has appointed Sami Pippuri as CTO and Martin Garfalk as VP Sales Europe. The team in Europe is also growing, with Fabian Ritter joining as Senior Publisher Account Manager for the DACH region. Readpeak, founded in 2014, operates a DSP for native advertising, reaching over 200 million monthly users across 2,000+ premium news sites in Europe.
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