Posts, vlogs, and blogs give followers a window into the creator's life. From spilling juicy details about their relationship while drinking matcha in the morning to searching the internet for advice for parents, the more influencers share, the more their viewers can see beyond their phone screens. I feel like I know the person. Thus, quasi-social relationships are formed. No matter what stage an influencer is at in her social media career, her ability to be vulnerable with every nook and cranny of her life helps her connect with her followers and establish trust. Relevance is the secret sauce to making influencers feel like friends. In fact, according to LTK, nearly 75% of consumers watch videos from creators because of their ability to authentically and meaningfully convey product and brand values through personal, everyday life stories. It's for a reason.
If the concept of influencers could be distilled into one theory, it would be the idea of social proof. Social proof is a psychological phenomenon in which people make choices based on the actions of others. Many of us have purchased something at least once after receiving a rave recommendation from a friend, family member, or colleague. For 66% of Millennials and their Gen Z peers, actively shopping based on creators' recommendations is synonymous with accepting your best friend's advice about which top is cuter.
The effectiveness of influencer endorsements hinges on the idea that this person, highly regarded by others, might know what's the coolest. It all goes back to our fundamental desire to belong. Being part of an online social circle of people who wear the same things or buy the same products gives humans a sense that their choices are valid. This is especially true if the influencers of these purchases are successful on the platform.
As influencers grow in popularity, their original followers feel proud of their digital friends' success. In fact, 34% of consumers want to see content from creators beyond social media in places like TV, followed by in-store and display ads. This was made clear by his 2024 Super Bowl, where influencers and celebrities appeared in over 50% of the commercials that aired. This cross-platform integration will be well-received by your audience and allow you to see your favorite influencers grow, making your partnership a success.
The relationship between followers and their influencers is loyal and supportive, but not completely rock-solid. As influencers reach new heights of success, it's only natural that the details of their daily lives change. The evolution from car-eating content to behind-the-scenes New York Fashion Week is both aspirational and ambitious, and the element that makes that transition successful is the influencer's ability to remain authentic.
Nothing loses an influencer's credibility and trustworthiness faster than a brand partnership that isn't exactly that. fit. Just like you might receive a steakhouse recommendation from a lifelong vegetarian friend, you don't take the recommendation with a grain of salt when an influencer recommends a product you know they've never used. When influencers choose paid partnerships, it can be complicated to build or break that hard-earned trust over time. For brands, choosing influencers on a whim can make or break the campaign they worked so hard to create.
The old paid model between brands and influencers is no longer a viable option for either party. For creators, viewers can quickly tell when a partnership isn't real. As a brand, a quick campaign with a creator who lacks brand synergy is not the most effective way to get your message across. It's hard to make a one-time partnership look like anything more than a transaction, and in fact, the most effective partnerships are long-term.
Influencers and brands work closely together over time, making it easier for brands to integrate into creators' lives. It is also easy for the creators to promote products that they have the opportunity to know well and can sincerely vouch for both quality and effectiveness. 70% of Gen Z and Millennials are more likely to explore a brand or product after being interested in a creator's content. Influencers are not only the posterboys for your brand and products, they also serve as a living extension of your brand ethos. Most brands, if practiced, have ideal consumers with ideal hobbies, interests, and lifestyles. A good influencer represents the customers you want to attract, and a good influencer is someone who is already interacting with your brand organically.
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