Lesson: If they don’t align with the brand or love the product, they can’t sell it.

The market overvalues reach but undervalues real alignment. Today, authenticity isn’t a luxury; it’s the baseline for trust, conversion, and brand integrity. When I first launched Jivati, influencer marketing seemed like the obvious move. We vetted creators, checked their engagement, and even tailored brand briefs to help them succeed. But even with alignment on audience and content, the results were underwhelming. Not just in Return on Investment (ROI), but in energy, effort, and intent. It didn’t feel like they cared. And that’s when it hit me: I wasn’t just paying for exposure, I was outsourcing my brand’s voice to someone who wasn’t a believer.

Despite the rise of creator-led marketing, from micro to macro to full-blown celebrity endorsements, the reality is murkier than ever. Costs have surged, ROI is inconsistent, and consumer trust continues to decline. It’s not just micros that fall short. Even big-name influencers and celebrities can flop if there’s no real synergy with the brand, or worse, if the partnership feels purely transactional.

Still, marketing agencies and venture capitalists (VCs) keep pitching influencer marketing like it’s a silver bullet. But here’s the truth: if they’re not aligned and don’t already believe in the product, no contract will make their content feel real. And when it’s not real, it’s not effective.

What the Data Says (And What I’ve Seen Firsthand):

• ROI exists, but only when the fit is real. Some campaigns deliver 6–10x returns, but shallow alignment kills performance. I’ve watched promising ones flop

• Consumer trust is fading. Over 90% of people don’t trust influencer endorsements anymore. Most scroll past. Sponsored posts have become white noise

• Costs are up, outcomes aren’t. IG and TikTok rates have climbed steadily in recent years, but higher spending hasn’t led to higher results

• Agencies don’t guarantee outcomes. I’ve used “top platforms” promising the best creators. What I got were low-effort posts, generic content, and no follow-through

• Micro-influencers do work, but only when it’s real. They engage better than celebs, but only when they already believe in what they’re promoting

What I Do Now Instead

I stopped chasing influencer outreach just to check a box. Now, I watch who actually shows up for the brand, who buys again, engages with depth, and shares Jivati without being asked. Not because they’re paid to, but because it fits their lifestyle. That’s who I want to co-create with. Not just a promoter, but a participant. I’m not anti-influencer. I’m pro-integrity. This isn’t just instinct; it’s backed by how the best campaigns work. (Source). Brand loyalty > viral vanity. And if that means skipping trends to protect what I’m building, so be it.

Closing Thought

Influencer marketing experienced a surge; the landscape evolved, and so did my approach. Now, it’s about being sharper. Authenticity is the new algorithm. In a saturated, skeptical market, your biggest edge isn’t who you pay to talk about your product; it’s who would do it if it were for free.

If brand awareness comes at the cost of brand integrity, it’s not worth it. I’d rather grow with trust and time.

Stick around. I’m just warming up.

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_{DISCLAIMER - All content by Devraj Patel, including The Weekly D-Brief, is for informational and educational purposes only. It does not constitute business, legal, or personalized advice. No client relationship is created unless agreed upon in writing. Past results do not guarantee future outcomes. You are solely responsible for your decisions—always consult appropriate professionals before acting on this content.}