Influencer marketing works by using people on social media to promote and provide information about your brand in a way that is genuine and believable. Therefore, it is a strategy that relies on the audience trusting the influencer, so they are more likely to engage with the message.
As Adage says: “If the audience doesn’t trust the source, they won’t receive the message in the way it was intended – and they definitely won’t be inspired to take action.”
Consequently, it is just as important that you trust whoever is talking about your brand on social media as it is that the audience trusts what they say.
In order to find these trustworthy influencers, it is essential to look for someone who has built a reputation for having knowledge in your field, so their followers are more likely to listen to what they are saying as they regard them as experts.
Although it can be tempting to pick someone with the highest number of followers, it is more important the influencer is credible and their fans interact, listen and engage with them.
Don’t forget that “reach is only part of the package” and promoting your brand to 50,000 people who are not likely to take notice is not as useful as sending the message to 5,000 receptive followers.
It is also important the influencer has trust in you, so make sure you are a good partner and deliver what you promise. If they feel they are not getting anything out of the relationship, they are unlikely to continue with their end of the deal – and they have a ready audience at their disposal to share any negative news about the company with.
Find out more about influencer marketing by getting in touch with us today.
