Building trust and advocacy in influencer marketing
By Adam 'Sven' Williams, CEO, Takumi 12 Nov 2019
More and more brands are turning towards influencer marketing as a compelling and effective part of their marketing mix.
As the number of monthly active users on Instagram continues its rapid growth, reaching the 1 billion mark in June 2018 – double the amount in June 2016 – the platform becomes ever more lucrative for brands. It’s no surprise therefore that the industry has grown in value by almost 300% (282%) since 2016.
It is clear that brands and agencies are increasingly moving away from a carefree ‘test and learn’ approach to influencer marketing and instead are waking up to the fact they need to carefully and strategically manage and monitor their programmes. Too right, when failure is costly.
As a result, brand managers and content creators are now taking the necessary steps to ensure sponsored content is labelled correctly, ensuring not to deliberately mislead consumers by providing false information about partnerships, gifts and endorsements - or omitting necessary detail. There is now an expected industry standard across AD labelling and the ASA will not hesitate to reprimand those who aren’t playing by the rules.
As the industry matures, brands should start to consider developing longer-term engagements with influencers that involve a genuine investment in each other – and consider what consumers genuinely want. Consumers are savvier and more cautious of influencer marketing, with an improved awareness of how it works.
The transparency that the industry has so clearly been craving is finally come to the fore, with the potential to significantly boost consumer trust and brands’ marketing ROI.
With the shifting legislative landscape, combined with how authentic influencers' content is perceived to be, this has impacted on whether consumers will remain tuned in to their endorsements and recommendations.
In the fight for compelling, authentic and creative content on social media through influencer marketing, trust is vital between influencers, brands and consumers.
Takumi CEO Adam Williams + influencer Ellie Jansen (@petiteelliee) will be tackling trust in influencer marketing at MAD//Fest London on 13 Nov (1525, Engagement + Experience Stage). Click here for the agenda.