The Significance of ‘Authenticity’ In The Context Of Influencer Marketing

Influencer marketing holds its prominence for some time now. It is no more a new trend, but one of the most popular terms in marketing today.

So let us understand the term “influencer marketing,” it is the action of promoting and selling products or services through people (influencers) who can make an impact on the character of a brand.

Alexander Frolov, CEO and co-founder of HypeAuditor quoted,

“A lot of our clients want to check the quality of their influencers to make sure they have the right target and understand the quality of the influencer’s audience.”

HypeAuditor is an AI-powered Instagram, TikTok, and YouTube analytics tool that creates a clear view and insight about audience and authenticity.

Influencer marketing is not being executed efficiently as of now. Most of the time, it is a case of inauthentic social media profiles that cause wastage of time, money, and efforts for the marketers. To do it in the right manner, one should select the right influencers first and then implement what is essential.

In an influencer marketing survey that asked over 170 marketers from different sectors,

it was revealed that “influencer marketing’s top benefits entail creating authentic content about their brand.”

When it comes to authenticity, there are various prepositions in terms of influencer marketing. Let us understand the concept in detail.

Authenticity in Influencer Marketing

Make one thing clear, your authenticity shows through the creative expression between your brand objectives, influencer vision, and audience connection. When you consider influencers to be your partner, brands should ensure that the overall personal brand of the influencer aligns with the core value of the brand or not.

It may sound cliche, but digital influencers have proven their worth, and customers find them credible than celebrities. An authentic marketing strategy is what customers look forward to, and it is the only way to multiply brand goodwill.

One of the biggest mistakes brands make while executing a campaign is assuming that the brand knows best. To do this right, brands should actually trust the influencer by lending them room for creativity to convey the message adequately.

Influencers have the art to resonate with their audience, and they know which part of the content the audience will relate to easily. Authenticity is one thing that is monitored properly in influencer marketing. It possesses great value and is applied to both influencers and brands.

“You have to spend enough time and resources checking both the authenticity and the quality of these accounts,” said Frolov, whose HypeAuditor has a database of 19 million influencers.

He further added, “If they are misrepresenting themselves, they are cheating you, your brand, and making your budget work harder for fewer results.”

In influencer marketing, brands should ensure that the influencers associated with their brand remain credible when giving their reviews, feedback, or opinion about a product.- This is because the by-product of authenticity is loyalty and trust.

Is authenticity important? Why Should it matter?

If you think that influencer marketing is merely another concept to merely sell your product, trust me, you are wrong. It is more than just selling your product but reach your business goals effectively.

You want your potential to gain trust in your name and your products & services. Building trust is a time-consuming process, and the customers don’t want to be fooled. But, if somehow you have managed to build trust, it can result in achieving rare heights, and you could have gained an advocate for your brand too.

You can start paying the influencer for promoting your product. Besides, you both can work together to create meaningful connections that bring the best out of the community you both look forward to and care about.

It may be tough to digest, but influencers rate authenticity as the utmost priority in determining whether they would work with a brand. The parameter set by the influencers abides the fact that the goodwill of a brand also deploys. The second most vital aspect is the monetary compensation that the influencers look forward to.

Although in a poll conducted, 48.1% stated that the primary factor that would prevent them from partnering with a brand is because, on the personal front, the brand does not align with the influencer. Therefore, it is imperial to be authentic in influencer marketing right from the beginning.

Recommended Read: Influencer Marketing Process: A Step-by-Step Guide for Beginners

How to be authentic?

It is imperative to understand how to be authentic. Below are some concepts that might help you in better understanding.

• Choosing the right influencer for your campaign will help a lot. If the main objective of your campaign is to generate engagement with your brand, it is quintessential to opt for micro-influencers. The micro-influencers engagement rates are often much higher than those of big-name celebrities.
• You should be aware of the customers’ mindset and what he wants. Resonate with audiences from an emotional standpoint. It will compel them to learn more about your brand.
• Opt for organic storytelling that has gotten everyone jumping on the bandwagon like Instagram Live, Snapchat, and other creative platforms to instigate your brand stories. Try to be candid with your storytelling.

Time to Wrap Up: The post must have helped you a lot in understanding the objective and fundamental principles of Influencer marketing. You can spearhead your sales with an apt influencer aligned with your brand or product. It is a powerful story to narrate, and you should be aware of its significance.