Successful influencer marketing depends on trust.
Influencers need to establish trust with their audiences in order for their posts to resonate. Brands and agencies conducting campaigns must establish trust with their influencers if they want their campaigns executed effectively.
Consumers are inundated with media competing for their attention, and consumers’ trust for brands is lower than it’s ever been. This makes establishing trust with your audience harder and more important than ever.
Generally, people trust their peers and the recommendations that they provide. So to cope with this battle for trust, savvy marketers are turning to influencer marketing to take advantage of these peer recommendations and build trust with their audiences.
Don’t just take my word for it — look at the statistics.
“Only 22% of brands are trusted.” (Havas Media)
That’s a frightening metric for any marketer. Without establishing trust between your brand and your audience, it’s nearly impossible to market your product or service. So marketers are faced with the difficult question of how to create and maintain trust with their audience.
“61% of women said they won’t engage with an influencer’s sponsored content if it doesn’t feel genuine.” (Bloglovin)
Trust and authenticity are critical for engagement in any influencer campaign. Without trust, the content that you’re hoping will build engagement won’t feel genuine and won’t resonate with your desired audience.
Low trust equals low engagement, and a pattern of this can erode an influencer’s audience over time. While this report references women specifically, these principles are applicable across the influencer marketing sphere.
“43% of millennials rank authenticity over content when consuming news.” (Forbes)
According to a survey of 1,300 millennials carried out by Forbes, young people prioritise trusting a company or news site before they will look at any content it produces. As Dan Schawbel of Forbes wrote, “Millennials connect best with people over…