Influencer marketing isn’t new to brands, but companies must think strategically about how they want to use influencers in their marketing plans. As the social media landscape has become increasingly saturated, consumers are becoming more skeptical of paid promotions. However, recent data shows that they still believe products are being used, which is a strong signal to businesses.
A recent Clutch report reveals that over 50% of consumers have less trust in a product recommendation if the influencer is paid, but a majority of consumers (87%) surveyed believe that an influencer has used a product that they’ve promoted.
Despite skepticism about paid promotions and endorsements, brands can capitalize on consumer perception by crafting smarter influencer marketing and social media strategies that emphasize authenticity and transparency.
The Trust Gap in Influencer Marketing
Consumers are more aware than ever of the power of advertising, leading to a rise in skepticism and a growing desire for authenticity.
Every day, consumers are bombarded with advertisements, view inauthentic partnerships on social media, or see clear “copy-paste” content across multiple platforms and influencers. All of these factors contribute to influence fatigue, which can directly impact a business’s marketing ROI.
When trust is lacking, engagement declines. But data shows that influencers can still have persuasive power if used correctly.
Strategies to Build Authenticity in Paid Partnerships
Discover a few simple strategies that brands and businesses can use to strengthen the perception of their influencer partnerships.
Prioritize Long-Term Influencer Relationships
Brands should take the time to invest in partnerships that show longevity. One-off posts or collaborations can be impactful if there is a special promotion or a bigger name is used, but consumers notice.
Ongoing collaborations can build trust as consumers see if an influencer is genuinely aligned with a brand.
Businesses should settle on which influencers make the most sense for their target audience and then begin brainstorming content ideas that can be grouped together. Even if a consumer isn’t necessarily familiar with the influencer, brands can build relationships that will make them directly connected with the brand, allowing them to form a connection.
This consistency also opens the door for storytelling that evolves over time. Instead of a single touchpoint, influencers can gradually introduce different aspects of the product line, share updates, and even respond to feedback from consumers in future posts.
Emphasize Product Use Stories
For brands looking to promote a product, it is essential to produce content that seems natural while still encouraging consumers to make a purchase.
With your influencer partnerships, work with them to share behind-the-scenes content or personal anecdotes when they’re using the products. Think more about having “a day in the life” series as opposed to a dry ad saying, “BUY NOW!”
Consumers are starving for authenticity, so brands should aim to find opportunities for that as frequently as possible.
One powerful way to do this is to encourage influencers to create content that reflects their real-life experiences using your product. For example, instead of showcasing a product in a staged setting, have the influencer demonstrate how the product solves a common issue or adds unexpected value.
This approach not only builds trust but also subtly highlights the product’s usefulness in a memorable way, making it easier for audiences to see the benefits.
Transparency is Non-Negotiable
FTC disclosures are the bare minimum—brands should encourage their collaborators to go beyond the “#ad.”
Brands should work with influencers to make them almost spokespersons for the company. Instead of reciting a quick script, the influencer should explain more about why they’re working with the brand or why the product has impacted their lives.
For example, if an influencer is working with a skincare company, they should talk about how the latest cleanser works well with their sensitive skin and that they’ve had trouble finding similar products in the past. That statement is relatable to consumers and encourages them to try the product out for themselves.
User-Generated Content & Micro Influencers
Brands should partner with smaller influencers who have niche, highly engaged audiences. Micro influencers often have stronger, more personal connections with their followers. Their recommendations tend to feel more genuine, which is something brands need to build trust.
In addition to working with micro influencers, brands should actively highlight user-generated content (UGC) from real customers. Sharing authentic reviews or testimonials helps build credibility and create a sense of community around your brand.
By blending micro influencer partnerships with real customer stories, brands can develop a more well-rounded and trustworthy online presence.
Conclusion
In a time where anything and everything appears to be sponsored, authenticity is having a renaissance. Data shows that consumers have lower trust in paid promotions, but their belief in influencer use is high.
Brands should bridge this gap by relationship-building, promoting transparency, and encouraging authentic storytelling in their promotions.
Consumers aren’t against paid promotion. Consumers are against dishonest promotion. Businesses that understand that will win the loyalty game.
Anna Peck is the Content Marketing Manager at Clutch.
Photo courtesy Getty Images for Unsplash+
