June 30, 2021
First, let's answer the question: why do brands use influencers? It's simple: it is beneficial for a brand, and influencer as well as its audience.
If a brand chooses an influencer, then an influencer and its audience really matter. In other words, it is not so important whether a brand pays for cooperation or not, the very fact of handling an advertising proposal is already important for an influencer because it emphasizes his or her status as an important public person. If a brand notices an influencer and suggests a business proposal, then an influencer does everything right and builds communication with the audience correctly.
For a brand, collaboration with influencers is an opportunity to reach a new audience with a “hot message”. The review or recommendation from the influencer will be much more positively perceived by the audience compared to traditional advertising.
Well, for the audience, the brand’s promotion transmitted through an influencer is an opportunity to be around the first ones to get a product or service, to become a trendsetter, along with a famous person.
But is it always possible to answer “yes” to the question “Is influencer marketing effective?”. It is if an influencer remains him/herself, and a brand, for its part, does not try to influence the product, reviews, and comments of the blogger. So the maximum effectiveness of influencing marketing is possible if all the parties remain as sincere as possible and do not try to sell to the audience what it does not need. This is one of the key advantages of influence marketing: an influencer knows the interests of his/her audience and shares trusted opinions with potential brand customers.
Here comes the main point. Influencer marketing brand awareness helps any brand strengthen its market position and increase audience recognition. However, the recognizability and authenticity of the influencer him/herself are no less important for the audience than a review of a brand. This is the magic of relationships in the triangle of influencer brand audience. The audience’s trust is ensured by 2 factors: the authenticity of an influencer and the quality of the product with which the brand comes to the audience.
In this case, we are talking about trusting the audience as one of the key parameters that will determine the effectiveness of a future advertising campaign. Unlike quantitative indicators: video views, likes or dislikes, shares and comments, as well as the audience’s involvement in communication with a blogger, trust is a qualitative indicator and is measured by the results of an advertising campaign.
A feature of influencer’s credibility, which in turn is shifted to trust in the brand that the influencer advertises, is that this is not a constant characteristic. Credibility may decrease, for example, due to the increase of advertising posts and the loss of some of the authenticity of the influencer. In this case, it occurs the transformation of an influencer into a celebrity with an increase in audience coverage, but a decrease in involvement and trust.
Answering the question of what can influencers do for your brand will be like this: they can share the trust of their audience with a brand. However, to choose the right influencer suitable for a particular brand with a high audience trust, you need to know the history of previous blogger advertising campaigns. Easy Bloggers analysts who have experience in assessing the qualitative and quantitative indicators of influencers and in compiling ready-made media plans for effective advertising campaigns will help you determine the level of confidence of the influencer audience with a particular brand. Build trust in your brand with Easy Bloggers and remember, the most important thing that your audience values is authenticity.