Imperfection is the new influence

For decades, I hosted a radio segment. I enjoyed every moment of it. Still, complaints would come in from time to time, always about the same thing. It was never about the content. It was my voice.

Some found my voice irritating and said my delivery needed work. The odd thing was, they liked what I had to say; they just could not stand the way I said it. I tried, but by the time I left the program, I still hadn’t really fixed it.

Now, I post many short video clips online, and the internet, with its honesty, has a way of keeping me humble. The other day a comment appeared under one of my TikTok clips. It read: “Why is Francis Kong swallowing his words? It is so hard to understand. Just close your eyes, don’t look at the captions.”

Then this well-meaning person ended with, “Just positive feedback.”

I replied, “Thank you. Will try to improve on it.”

Here is what I find interesting. Back on the radio, that comment would have bothered me. I would have lost sleep over a voice I could not make perfect. This time, I read it and smiled.

Something has changed in the world, and now my imperfect delivery seems to fit right in. If millennials disliked the “airbrush,” young people today have turned against the “filter.” But now, the twist is that people want imperfection. They like raw images and unpolished captions. The small mistakes that would have shocked a creative director twenty years ago are now seen as special.

For them, imperfection is not a flaw. It shows something is real.

The numbers tell the story. In a 2024 Gen Z report by Rival Technologies and Reach3 Insights, nearly half of young respondents, 47.5 percent said they were “not very likely” or “not likely at all” to buy what an influencer recommended. On trusting claims, only 12 percent trusted influencers, while 42 percent trusted independent sources.

What did they want instead? In their own words, “normal people with normal incomes and lives.” Not celebrities with perfect jawlines and sponsored teeth.

That is why companies are moving away from mega-influencers toward micro-influencers, everyday people with smaller but loyal followings. The Influencer Marketing Hub reports that micro-influencers on Instagram average a 3.86 percent engagement rate, while mega-influencers reach only 1.21 percent. Brands have noticed: Stack Influence found that 73 percent now prefer micro- and mid-tier creators.

Fewer followers, but more trust. Surprising, but true.

This may explain something happening to me lately. Recently, I have received offers to promote products and services, and invitations to be a “brand ambassador.” This never happened before.

Yes, I have a large following across several platforms. But I have not monetized it, and I have never thought of myself as an “influencer.” I use these platforms the way I would use a classroom or a stage, to share thoughts and ideas that might help people improve their lives, relationships, careers and businesses.

Now, with all my imperfections out in the open, it seems a new career might be starting for me.

Francis Kong, the influencer?

Let me enjoy a small moment of satisfaction because I have been saying this for decades, long before smartphones existed. The old-fashioned traits still rock.

Credibility, track record, integrity and character are the real virtues. No filter can fake them and no algorithm can create them.

Now, trust is built on a proven track record. Young people are not rejecting influence. They are rejecting counterfeit and searching for real people.

This is not really about marketing. It is about life.

Solomon wrote it long ago in Proverbs: “A good name is more desirable than great riches; to be esteemed is better than silver or gold.”

That was true when he wrote it. It is trending again today.

So, what should we do with this, whether you sell shoes, run a small business in the province, or lead a boardroom in Makati?

If you are an entrepreneur, stop trying to appear bigger than you are. Being small is not a weakness. It may be your credibility.

If you are a leader, your team is watching you every day, and they can spot a fake promise from far away.

If you are a young professional, your reputation is quietly growing, like interest. Protect it. It is the only asset that increases in value even while you sleep.

The tools have changed. The pace has changed. The platforms have changed. But the most important thing has not.

It has always been trust, and trust is always earned.

Filters come and go, but character never goes out of style.

As for my voice, I have accepted it. Maybe the message was always what mattered, and maybe the younger generation was right all along.

Be real. It still rocks.

Join Francis Kong for another run of his one-day Level Up Leadership: Agile. Able. Adaptive seminar-workshop on Sept. 24, 2026, at One Rockwell East Tower, Makati. This practical and inspiring learning experience is designed for leaders, managers, entrepreneurs, business owners and professionals who want to lead with greater clarity, confidence, courage and competence in a disrupted world. Seats are limited. For inquiries and registration, contact April at +63 928 559 1798 or Sylene at +63 976 638 8974. Visit www.levelupleadership.ph