The way in which brands decide which influencers should advertise their products is often determined on their follower count or popularity; however, YouTube influencer advertising could be much more beneficial if companies decided to use influencers based on their relationship with their audience instead. This research will exemplify the effect authenticity has on the relationship between producer and consumer of YouTube content, as well as the trust the audience feels towards the content creator, and the importance of these factors in regard to YouTube influencer advertising. Drawing on extant work from the fields of media, marketing and sociology, the opinions of YouTube audiences will be used to understand the honest response to this advertising technique, and how brands can more effectively utilise influencers on YouTube, by prioritising elements such as fan loyalty, trust in the relationship between fan and influencer and the perceived authenticity of the micro- celebrity. Acknowledging the importance of this perceived relationship between consumer and producer is important for brands to successfully market their products using YouTube influencer advertising. As a result, this research highlights the way in which viewers, fans, super- fans and stans react to the promotional material featured in YouTube content and argues that trust and authenticity are the main attributes fans look for when choosing whether to watch or skip these advertisements.