Should Brands Prioritise Trust In Influencer Marketing?
Around 64% of social media users either 'don't' or 'somewhat' trust creators, highlighting the need for brands to prioritise the trust factor when choosing creators.
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With media spending on the global influencer market expected to approach $6 billion in 2024, creators and brand-sponsored content continue to make significant strides. Consumers are likely to purchase a product based on a creator’s recommendation with that creator’s socioeconomic background. Influencers are at the forefront of spurring trust among consumers, supercharging the way brands form a more mature relationship with those individuals.
A survey from Snapchat and MCN revealed that 64 % of social media users either ‘don’t’ or ‘somewhat’ trust creators, highlighting the need for brands to prioritise the trust factor when choosing creators.
How is brand-sponsored content pushing the industry?
Brands are continuously working towards fostering stronger relationships with influencers, similar to the ones that they have with brand ambassadors. Long-term social media marketing collaborations with multiple brand-sponsored posts persist to become a new normal, further changing the dynamics of the creator economy. In fact, Deloitte revealed that 60% of consumers buy a product based on the creator’s recommendation.
Explaining the impact of creators on a brand’s marketing strategy, Dennis Ortiz, Advertising, Publishing, Social Media, and Platforms Sector Leader, and Principal, Deloitte Consulting LLP, said, “The Creator Economy is experiencing significant growth, and it could be beneficial for you to explore its possibilities sooner than later as many brands are already leveraging its potential. Relatability is paramount as 50% more consumers are likely to purchase a product based on a creator’s recommendation with that creator’s socioeconomic background.”
For instance, In KSA, tutorials and restaurant reviews were the top product-related creator content that people watched, unveiling an area of opportunity for local marketers. Whilst social media users proved to be receptive and actively engaged with influencer content, there was also a clear imperative for brands to use certain criteria to align with the right influencers on the right platforms. Trust was the leading criterion.
Also Read: How To Earn Maximum ROI Through Influencer Marketing
How do authenticity and transparency drive brand engagement?
The same study by Snapchat and MCN unveiled that 89% of the brands believe that transparency about sponsorship increases the likelihood of brand engagement.
“Authenticity is and will remain the ultimate influencer currency, facilitating long-term and authentic connections between brand and consumer. Integrating Influencer Marketing at the heart of our connected solutions at MCN enables rich, impactful and more engaging campaigns for our clients,” said Rami Gholmieh Regional Director of Influencer Marketing at MCN.
According to Kenny Gold, Head of Social, Content and Influencer at Deloitte Digital, and Managing Director, Deloitte Consulting LLP, organisation can greatly benefit from the distinct value that working with creators can provide. He stated, “Creators are at the forefront of spurring trust among consumers, supercharging the way brands form a more mature relationship with those individuals. It’s clear to see that creators can help marketers take their brand to the next level.”
What do brands require to build an effective loyalty strategy?
Brand marketers need to be vigilant and follow certain criteria when choosing influencers for their marketing strategy. Honesty remains to be a top priority. For instance, brands in Saudi Arabia consider the ability to portray a realistic life, provide evidence and data and share personal experiences as the top 3 drivers for trusting creators. Here are a few ways that can help brands to enhance their loyalty:
- Brand marketers can build trust by working with influencers who are authentic and create a connection with their audience through effective behaviours such as talking about their mistakes and lessons learned, providing evidence and facts about their topics, and openly sharing their real lives, not just curated lifestyles.
- Transparency is a must for brand and influencer partnerships. Customising content disclosures for the audience goes a long way. Prefer hashtags and Sponsorship watermarks over captions and voice overs.
- Marketers can position influencers as trusted partners for audiences in their brand decision making journey, and this can be amplified on platforms like Snapchat where brands can lean into users’ attraction to personal connections.
Commenting on Snapchat’s offerings, Rasha El Ghoussaini, Head of Agency, Snap Inc. MENA, said, “Snapchat is that special place where people stay connected with those who matter the most to them on a daily basis from family to friends and their favourite creators, and we see that with users in the GCC, Snapchat is visited over 45 times a day, making it the most frequently used app throughout the day.”
Where does B2B Influencer Marketing Stand?
B2B influencer marketing differs from its B2C counterpart in that it involves leveraging subject matter experts, influential figures, and industry leaders to create content that positively influences brand perception and purchase decisions among businesses. These influencers also play a crucial role in educating audiences about the business landscape, dispelling market misconceptions, and generating investor interest, ultimately benefiting businesses in the long term.
Saudi Arabia and the UAE are at the forefront of B2B influencer marketing adoption. According to a study by Ogilvy, 100% of surveyed businesses in Saudi Arabia and 96% in the UAE incorporate some form of B2B influencer marketing into their communication and marketing strategies. This high level of adoption surpasses the global average of 75%, positioning these markets as leaders in harnessing the power of influencers and setting an example for neighbouring regions to follow.
