Skincare expert Caroline Hirons spoke about the importance of being honest with her online followers in a candid chat at Advertising Week Europe 2024. The founder of Skin Rocks, who also acts as an ambassador for the British Beauty Council, joined a panel talk about what it means to be an ‘always on’ creator – and just how important it is to be upfront and real with your following.

At the talk, Hirons joined Dan Elton, chief customer officer at Asos; Devran Amaratunga Karaca, chief executive officer at Kyra; and Meagan Kirkpatrick, vice president of brand, social media and communications at Picsart for a panel discussion on influencers creating meaningful connections with their audiences. 

During the panel, Karaca asked Hirons about authenticity, what people are looking for in an influencer and if audiences are tired of being marketed to constantly. “The audience has to trust the creator and know that they won’t bring something to the table that they don’t genuinely like,” Hirons said. “If there’s a trust relationship there, which I have with my following, then you’re OK. If it’s someone who does a different ad for a different moisturiser every week and says “That’s the best thing I’ve ever used!” each time, it’s not going to grow or be taken seriously. The authenticity has to be there.” 

The panel also explored the best social media platform for showcasing great content and creating a loyal following, with TikTok being mentioned heavily in the discussion. However, Caroline also pointed to how Instagram stories can be a great resource as they allow followers a genuine look into your life that feels direct and personal. “My stories are my biggest channel,” she said, noting that they work well because they allow her audience to see a range of content and not just product recommendations. “One second will be me ranting, then a repost of something funny, then a kitten, so people will sit and watch the whole way through.”

Images: Caroline Hirons