Using influencers to build trust and authenticity with consumers

Influencer marketing

In a world where everyone is trying to sell you something, it can be tough for consumers to navigate through countless brands and products. Peer recommendations have become a more reliable way for people to filter through the noise and distinguish between the different options available.

Influencer marketing has become an effective way for brands to capitalise on this. Unlike traditional advertising, which as we know too well, can sometimes be perceived as impersonal, pushy, or sales-focused, this form of marketing has the benefit of utilising the organic trust that influencers have already built with their followers. Their content can feel more authentic and genuine, making their recommendations more persuasive. Brands can use this to their advantage to generate stronger engagement and deeper resonation with an audience.

The key to successful influencer marketing is selecting influencers that are skilled at crafting compelling narratives around the brands they work with, seamlessly integrating products into their daily lives, or sharing organic reviews and experiences. This approach looks more natural and fosters emotional connections with customers, laying the foundation for long-term brand trust while subtly promoting its products.

Selecting the right influencer for a brand requires careful analysis of the target audience. Start by examining demographics, interests, and online behaviour to understand the social platforms the audience spends their time on and which influencers they follow. The main goal should be to choose influencers whose followers closely resemble the brand’s target audience. Another important factor to consider is the relevance of the influencer’s content to the brand’s niche. Look for influencers whose expertise aligns with the industry or product category to ensure credibility and relevance within their niche.

It’s important that brands cultivate long-term relationships with influencers to establish loyalty and continuity in the partnership. Investing in nurturing these relationships beyond ad-hoc campaigns can help leverage more authenticity and credibility over time.

For this connection to be effective, the influencer’s personal values must align with those of the brand. Additionally, the brand must provide something of value to the influencer’s audience. Prioritising authenticity in influencer collaborations can cultivate long-term relationships with both influencers and consumers, leading to sustained brand loyalty and advocacy. Honesty and transparency are highly valued by savvy consumers, and any perceived lack of this can cause distrust. If an influencer recommends a poor-quality product or a brand that doesn’t align with their values, their audience can become distrustful or view their recommendations as unreliable.

To summarise, influencer marketing offers an effective way to establish trust and loyalty between a brand and its consumers. This is achieved by creating an authentic connection and receiving an endorsement from a third-party. However, it is important to handle these relationships carefully as trust can be easily broken by the actions of either the brand or the influencer at any point in time.

If your brand is looking to dip a toe into the world of influencer marketing, we can help! Get in touch via