Real Talk, Real Impact: The Power of Authentic Influence

Jacob Robinson
Jan 20
4 min read

With APEX PR’s Influencer Manager and Expert, Ali MacKinnon

Influencer marketing isn’t just a flashy add-on anymore – it’s a living, breathing ecosystem where strategy, authenticity, and relevance converge. Ali MacKinnon, a seasoned influencer manager at APEX PR, has been right at the heart of this evolution.

We had a long-overdue chat with Ali to hear how creators are navigating this changing space, and what it takes to truly make the desired impact.

‘Falling’ for Influence

Ali’s journey into influencer marketing began, quite unexpectedly, as a happy accident. “I’d applied for a co-op program without really knowing what I was getting into,” she laughs. But the experience ignited a passion for research, content creation, and understanding audiences – a calling that has shaped her career ever since.

Over the years, she’s worked on campaigns across many clients, learning from each opportunity and refining her approach. “Every campaign is a chance to test, learn, and improve, and take ownership of that,” she explains. “It’s about taking what you know and applying it to make the next one better, more relevant, and more impactful.”

Less Polish: Why ‘De-Influencing’ is the Path to Success

Today, influencer marketing is seeing a clear shift: audiences are craving rawness and authenticity more than ever. Ali points this out because audiences are no longer impressed or swayed by purely polished content and endless product promotion. There’s still room for this, but authenticity is what truly connects. Audiences want creations that exude relatability, reflection and a willingness to 'de-influence' when something isn’t a fit.

“People want to see content that’s applicable to their lives,” Ali says. “Even whimsical content can work, but it has to provide some value. Whether it’s making someone laugh, or teaching them something new, it has to resonate and be memorable.”

This approach is part of a broader movement for touching grass and not trying too hard. Influencers who embrace this shift are not only building trust with their audiences – they’re also creating content that leads and promotes meaningful engagement. And that’s what they'll need to stand out long-term.

Ali also cites the 'bean soup theory': Not every piece of content is for everyone, but when it lands with the right audience, it can be transformative. “If you can find that nugget that’s applicable to your audience, that’s when campaigns really shine,” she says.

A Formula Behind Great Content: Hook + Relevance

Ali believes success comes down to a simple formula: Hook + Relevance = Value.

“The first few seconds are everything,” she shares. “When you can grab the audience’s attention right away and command it, introducing something new they can use or strongly relate to, you’re creating real value.”

This applies across creators of all sizes – from fast-growing nano to established macro voices. Ali emphasizes that even creators with just a few hundred followers can make an impact when they understand the importance of a strong hook and relevance to their audience. And data is playing an increasingly important role in this process.

Ali expressed her passion for pairing creativity with analytics, tracking performance and continuously optimizing campaigns. “I love seeing the content come to life and watching the numbers tell the story,” she says. “It’s incredibly satisfying to blend art and science with intuition and metrics.”

It’s this cocktail of intuition and data-driven strategy that enables influencers to create campaigns that win - going beyond what simply looks good, to what actually lands and sticks with audiences.

Mighty and Scrappy

People are at the core of any organization’s success, and Ali reinforces this position strongly. Ali describes APEX PR as mighty, and scrappy, spotlighting a culture that prioritizes camaraderie, collaboration and genuine support among all its teammates.

“We genuinely like each other, we help each other, and we celebrate one another’s successes,” she says. “That energy carries over to the clients we work with, too.”

It’s that cultural element and attunement which makes a tangible difference in how people think, speak, feel and act. From overseeing sophisticated events and gatherings to the more day-to-day experience, the supportive environment encourages everyone to lean in, get hands-on and achieve outcomes they can be proud of. Ali emphasizes that these close bonds foster the underlying trust and liking that make APEX PR collaborations and partnerships enjoyable and fun.

There’s a lot happening in this space, and we’re lucky to be learning from it every day.

We work with and follow so many amazing influencers, such as Tori Wesszer, who take pride in their work and inspire communities. And Ali shares what creators can explore to drive meaningful impact in today’s dynamic digital landscape!

Through four core dimensions, Ali offers pragmatic guidance designed to meet creators where they are helping them own their voice, land their message and build those authentic connections that resonate well:

Knowing Your Audience: Understand who you’re creating for and what they care about. Not every piece of content will resonate with everyone - and that’s okay.
Being Real: Embrace your authentic self. Seek out what’s relatable, meaningful, and memorable. Don’t be afraid to “de-influence”, to say no when something isn’t a fit and pivot to something else.
Crafting Hooks that Command Attention: With social feeds moving at lightning speed, your first few seconds matter the most. Make people stop and pay attention.
Pairing Your Creativity with Analytics: Track performance, optimize content, and use data to inform next steps. Understanding what works, and why, lets you refine campaigns and maximize impact.

Looking ahead, Ali is feeling excited for what’s next in the influencer space (as are we!). Influencer marketing is no longer only about awareness – it’s measured, strategic and impactful. Those who embrace the success elements are memorable and poised to thrive. So for creators and brands alike, the message is clear: Lean into your authenticity, hook well, collaborate with intention and approach things with an open mind.

That’s where the magic happens ✨

Thinking about your next influencer campaign? Let’s talk and build something that lands.

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MEET ALI

Obsessed with all things digital, I’m constantly learning and sharpening my skills. I’m a committed self-learner who enjoys creative problem-solving, thinking outside the box and taking ideas from concept through execution.