If you want to deliver impactful results through influencer marketing, stop wasting money on one-off sponsored posts.
Trust is the most crucial part of any relationship. Brands invest time and money into establishing trust with their audiences. Yet, when it comes to influencer marketing, most brands fail to consider that consumers lack confidence in what they see on social media. To the extent that 96% of people in the UK simply do not trust what influencers have to say.
With such a high proportion of society mistrusting influencers, the question remains: how can brands use influencer marketing so that it actually works?
USING INFLUENCERS, THE RIGHT WAY
An influencer campaign can only be executed effectively when it is centered around identifying and nurturing long-term partnership opportunities, as opposed to short lived agreements.
Contrary to popular belief, influencer marketing is more than just paying a trending social media star to post about your product. It’s about entering into meaningful collaborations rather than just contracts and transactions.
Think of it this way, if your favourite influencer published a one-off sponsored post about how great their new watch is, would you go out and buy it? The answer is likely to be no. The post holds no credibility. Despite the post coming from someone who you enjoy following on social media, the reality is that you see the sponsored post for what it is… an advert selling you something that you have no desire to purchase.
Now imagine the same scenario, however this time round you are exposed to several posts from this one influencer staggered over a period of time. As you begin to see frequent collaborations between the same brand and influencer, you start viewing their partnership as a byproduct of genuine brand love.
Ultimately, it’s this longstanding relationship that makes the influencers comments and recommendations credible, meaning you will be more inclined to make the purchase.
Often social media can be misleading, so it’s no surprise that people are skeptical of influencers and their sponsored posts. However, this does not mean that tactics such as influencer marketing are ineffective.
As with every relationship, trust can be built over time and that’s exactly how influencer marketing should be approached. The objective should always be to gain the confidence of your audience through consistent and reliable partnerships.