When we say “Authenticity“, it is the quality of being authentic or genuine. They say, authenticity is not always considered as part of a marketing strategy, (Really?) But it should be! There are some marketers who believe in paying for influence and there are also some who opt for a more genuine exchange of ideas. One of the most important elements of a successful influencer marketing campaign is aligning with the right influencers who match a brand’s persona. The process works even better if a brand is working with someone who genuinely believes in what they are promoting.
Today, Marketers are on the frontline and battling for attention, approval, praise from millennials, and we would not forget about the “Sales”. The demographic of teenage and young adult consumers do not only have the power to effectively influence other but they have $200 million in annual spending power, yes right, it is much powerful isn’t it? Brands that will successfully capture the greatest market share in their industry are those that understand what their consumer’s need is to make a purchase decision and then, execute on it.
Authenticity continues to rule as the factor behind a successful campaign from the endless quest for brands to create engaging content with influencers. Authenticity has become the most arbitrary and lucrative word among brands, influencers, and marketers over these past few years.
Millennials are one of the largest and most influential demographic cohorts, they hold authenticity above content. There’s 43% of millennials rank authenticity over content when consuming news, they first have to trust a company or news site before they will consider the product. They can quickly spot those fake and insincere content and will be ignored by many consumers.
Why is “Authenticity” important to be part of marketing strategy? Marketers wanted to make sure their story, product stick. Authenticity in Influencer Marketing is like spreading the news about your friend in the whole campus when you are still in college or lower years, the only difference is, what you are doing way back then is spreading the wrong news, in influencer marketing you are spreading the genuine news. As an influencer, your aim is to be that trustworthy storyteller, to gain sales and positive feedbacks from the consumers.
Building trust is a time-consuming process, but if it is done right, it can result in the ultimate achievement: having gained an advocate for your brand. When the brand fits seamlessly into the influencer’s lifestyle, the influencer is more likely to immediately establish an affinity to your brand, absorbs the nature of the brand which results in leading to an authentic connection. And when the influencer’s audience sees the authentic relationship, they know that the marketer is not simply paying the influencer simply for the sake of promoting your product, but the marketer and the influencer work together to create a meaningful connection that brings together the brand as well as the community you both care about.