Hey there,

I’m drawn to content that feels sincere. The kind that comes from personal experience – sharing not just highlights, but also doubts, mistakes, and nuance. When someone opens up about the messy parts, it makes the conversation feel human, not like a lecture. The goal isn’t to be a guru. It’s to connect.

That’s why I find it so hard to trust content that feels overproduced or insincere. Like that Spanish influencer who literally painted acne on her face with red eyeliner just to promote an anti-acne cream…

How are we supposed to believe in the product, or in her, for that matter? Then there are the scripted ads where the influencer’s voice shifts, the lighting changes, and suddenly it feels like you’re watching a commercial break inside their vlog. The tone, the delivery…none of it feels real.

I miss the internet when it was a little more chaotic. When blogs felt like digital diaries, not media kits. People used to post without filters or SEO strategies. Influence back then came from connection, not conversions. Now, everything feels curated to be viral, brand-safe, or “on message.” The numbers – views, likes, engagement – seem to matter more than the human impact.

And yet, there’s a shift happening. A recent piece in Vogue Business explores how community event leaders – the people organizing run clubs, sauna meetups, and reading circles – are becoming the new kind of influencers. They’re not going viral; they’re creating space for connection in real life. Brands are beginning to collaborate with them, not because of their follower count, but because of the trust and real-time engagement they foster. It’s a refreshing move away from influencer culture as we know it.

I still believe real connection is possible. I still enjoy daily vlogs, unpolished storytimes, and content that shows someone just… being. Not pitching. Not performing. Just being. Because at the end of the day, the most lasting influence doesn’t come from perfection…it comes from presence. The kind that says, “I’m a real person, not a paid actor. Take what resonates. Leave what doesn’t.”