Why Influencers Should Pay Attention to Word Choice

“Sensory language, like saying food is ‘crunchy’ or ‘juicy,’ suggests direct experience and authenticity. It makes the influencer seem more believable, as if they’ve personally used or enjoyed the product. This language builds trust by making recommendations feel genuine, moving influencers from appearing like ‘paid promoters’ to authentic endorsers. Our research found even one sensory word in a post could boost engagement significantly, signaling to audiences that the influencer has truly experienced the product,” said Jonah Berger.