Written by Nicole Webb

At IMPACT, we’ve spent years listening closely to the people shaping the influencer economy – creators themselves. 

Our latest Influencer Pulse Check, based on insights from 85 Australian influencers and content creators, reveals a fundamental shift underway. Not just in platforms or formats, but in something far more important: 

Trust. 

No longer a byproduct of effective marketing, trust is the strategy. 

The rise of the “Authenticity Paradox” 

As AI becomes more embedded in content creation, feeds are filling with polished and synthetic content. 

The result? Audiences are becoming more sceptical and tuning out to the churn of indistinguishable posts. 

Creators are seeing it firsthand. While many are using AI behind the scenes – for brainstorming, editing and workflow efficiency – there is a clear line when it comes to content itself. 

Over half of respondents said they would prefer not to work with brands that rely heavily on AI-generated content and do not disclose this correctly, with 35.3% saying AI use would reduce authenticity. 

This is what we’re calling the Authenticity Paradox: 

As AI-generated content increases, human, imperfect and transparent content becomes more valuable – not less. 

For brands, this is a critical inflection point. The more artificial content floods the market, the more audiences gravitate toward what feels real. 

AI is reshaping expectations – and tensions 

There is no single view on AI. Creators, much like consumers, are conflicted. 

They are comfortable with AI supporting the process – drafting captions, editing videos, reviewing contracts – but far less comfortable when AI becomes the content. 

There are also emerging tensions around value. Some creators report pressure from brands to reduce fees, based on the assumption that AI makes content creation faster and easier. 

But creators are pushing back. Because while AI may improve efficiency, it is human creativity, lived experience and audience trust that drive performance. 

And increasingly, that’s what brands are paying for. 

The algorithm is rewarding something different 

Gaining traction in an ever-changing algorithm now means creators are constantly adjusting what they make and how they distribute it, adapting by:  

• Prioritising short-form video, while also exploring longer-form depth 
• Posting less, but with higher quality 
• Posting more frequently  
• Sharing more spontaneous, real-time content 
• Using unfiltered visuals and more natural language
• Engaging directly with audiences through comments and stories 

In other words, they are moving away from polished, overproduced content and towards something more human. 

The metrics that actually matter now 

Reach is no longer the primary signal of success. 

Creators are increasingly focused on what we would call high-signal engagement: 

• Saves and bookmarks (“I’ll come back to this”) 
• Shares (“This is worth recommending”) 
• Rewatches and completion rates (“This held my attention”)
• Profile clicks and deeper exploration 
• Meaningful comments that indicate consideration 

As one insight from the report highlights: if no one is saving, sharing or questioning your content, no one is seriously considering it. 

This shift reflects a broader change in how influence works – from passive exposure to active decision-making. 

Social is no longer top-of-funnel – it is the funnel 

One of the most significant shifts is where influence actually happens. 

Platforms like TikTok and Instagram are no longer just discovery channels. They are where people: 

• Search for products
• Compare options 
• Validate decisions
• And ultimately convert

Creators are already optimising for this behaviour — using searchable language, answering “how to” questions, and creating content designed for intent, not just scroll. 

For brands, it’s simple. If you’re not present when curiosity sparks, you’re invisible. 

What creators want from brands 

From the IMPACT Influencer Pulse Check, perhaps the most foundational but important insights were how we can better work with creators in 2026 (from the creators).  

According to the creators surveyed, brands should:  

• Move away from rigid scripts 
• Build long-term partnerships, not one-off transactions
• Be transparent on budgets and expectations 
• Involve them earlier in the process
• And most importantly, trust their creative instincts 

Ultimately, creators shape how your brand is understood, and they know exactly how their audience will engage with it. 

The bottom line 

The influencer landscape is evolving in real-time, reacting to changing landscapes and emerging technology. This in turn, is redefining the fundamentals of creator partnerships.  

AI is accelerating content creation. Algorithms are shifting distribution. But the real change is happening at a deeper level: 

Audiences are recalibrating what they trust. 

And in that environment, the brands that win won’t be the most visible. They’ll be the most credible. 

To download a copy of ‘Behind the Influence: IMPACT’s Influencer Pulse Check 2026’ go to: https://impactagency.com.au/influencer-pulse-check-2026/