Over the years, influencer marketing has taken on increasingly important proportions in brand communication to the point of becoming an essential lever on social networks. Nevertheless, frauds, scams, scandals, and other misadventures have tainted the image of influencers, from the most famous to ambitious dreamers. The confidence of businesses and the general public in this new kind of celebrity is in question. However, brands are turning to influencer marketing more than ever and are following the movement of an important shift in the profession: an ethical renewal of these partnerships.
Right Influencer Strategy
The growth of influencers, whether Bloggers, Instagrammers or even YouTubers, and Pinterest influencer marketing platform is significant today. To understand this phenomenon, we must first be aware that consumption patterns have evolved considerably. More than half of the purchases are now due to a search carried out on the web by means of search engines. Consumers are more and more concerned with their purchases and take into account the opinions left by users, articles, product tests or tweets. Whether positive or negative, these publications influence Internet users in their purchasing actions. It is therefore essential for a company or a brand to inspire confidence. Consumers are faced with an increased range of products and services.
This long-term strategy is particularly interesting for a company. This is indeed the case if it wishes to promote a product or a service, make a new launch, propose an event but also do institutional or even crisis communication.
Socially responsible campaigns
However, micro-influencer doesn’t mean easy; these prove to be particularly picky when it comes to selecting a partnership. They will prefer to work with brands that they love and that share their values and do not hesitate to reject those that do not tick all the boxes. It is their credibility, their spearhead.
Brands are scrutinized by micro-influencers. Their main priorities will be companies that share their ethics, support the same causes, produce products with social, economic and ecological awareness, and which aim for inclusion. This requirement becomes particularly heightened and results in more authentic and ethical campaigns.
A tired for brands? Not for those who will seize the opportunity to engage concretely with their consumers, to engage in constructive conversations and to establish a climate of trust. To do this, they will need to select influencers whose values align with those of your company and be transparent when contacting them in order to get off on the right foot.
How much can a user trust the word of an influencer?
More than ever, users of social networks are in search of authenticity. An aspect that may seem paradoxical when it comes to Instagram influencer marketing platform. It is for this reason that Internet users now prefer to turn to personalities bringing together smaller communities and with very targeted themes: micro-influencers. And if brands initially thought that it would be much more beneficial for them to work only with big influencers with millions of subscribers, they finally smelled all the advantages of this new category of social media professionals.