Influencer Marketing 101 - It's about trust

August 28, 2019

In the final part of our influencer marketing series, we focus on the rewards of working with influencers.


An influencer is the best brand ambassador. They deliver something a star-studded advert or sponsored celebrity recommendation cannot: authenticity. Influencers build an audience of dedicated followers who trust their opinions and recommendations.

And authenticity is crucial: in a survey of beauty marketing specialists, 73% said the ‘digital-born’ generation (Generation Z) is pushing them to be more transparent and genuine.* When you work with an influencer, your brand gains authenticity by association – commonly called the ‘halo effect’.

Highly recommended.

Today's consumers are far more discerning and independent; a television advert or magazine promotion is no longer enough to convince them to purchase. Instead, recommendations are sought from friends and family – and trusted social influencers. In fact, in a joint survey conducted by Twitter and Annalect, 40% of respondents reported that they’ve purchased an item online after seeing a social influencer use it.**

The real thing.

In the age of online shopping, influencers have a key role to play in bridging the gap between retailers and consumers. Consider a product like makeup: unless you already know what you like, it’s hard to make a selection online, without trying the product or seeing it in action.

But watching a YouTube channel where your favourite beauty vlogger tries and reviews makeup products – that’s much closer to the real thing than a static, posed photo in a magazine. You're experiencing the product through the eyes of the influencer.

Big spender.

If you weren’t sure about the value of influencer marketing, this should convince you: the consumers reached by social influencers – that is, social media users – tend to spend more money. They’re also more likely to pass on recommendations to family and friends.* Sounds like the perfect customer!

*Source: ‘Influencing Beauty’, Celebrity Intelligence

**Source: AdWeek

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