Influencer Marketing Continues To Grow And Change: The Shift Towards Authenticity

What is the biggest challenge you face with influencer marketing?

• 0%Finding the right influencers
• 0%Creating authentic content
• 0%Measuring results
• 0%Building long-term relationships

You can vote for more than one answer.

The influencer marketing industry has more than doubled since 2019.

According to a survey by The Influencer Marketing Hub, 51% of companies driving this market are ecommerce brands.

Additionally, around 67% of brands planned to increase their influencer marketing spend in 2023, highlighting its continued importance.

While influencer marketing remains a vital strategy in 2024, the approach is evolving.

In recent years, some influencer campaigns have begun to feel more like traditional advertisements. Overly scripted posts and unnatural presentations have led to dire consequences for ecommerce brands.

Surveys reveal that more than half of respondents simply scroll past influencer posts. Even worse, nearly 30% of respondents express distrust and dislike towards influencers, viewing them as untrustworthy. Another survey reported that only 10% of consumers actually trust influencer content.

The Shift Towards Authenticity

Due to these challenges, if you are a brand owner, you should adapt your strategies towards promoting authentic user-generated content and limiting partnerships to organic influencers. Surveys reveal that more than half of respondents simply scroll past influencer posts, these results indicate that brands with genuine content fare better than those relying solely on influencer marketing.

The demand for more authentic content is so strong that "de-influencing" trend, where social media users discourage viewers from buying certain products hyped by influencers, has gained traction on platforms like TikTok, amassing nearly 935 million views. This movement underscores the growing demand for authenticity and transparency in marketing.

Influencers vs. Advocates

Recognising the importance of advocates has become more apparent. Leveraging their genuine enthusiasm to foster deeper connections with potential customers brings unmatched authenticity and trust. While we know advocates are brilliant because they are typically loyal customers who naturally promote the brand because they genuinely love the products, it can be challenging to find individuals willing to generate content without compensation.

The Power of Effective Influencer Partnerships

To build trust, we recommend implementing trial periods with influencers by sending them products before launching your full campaigns. This strategy allows the product to become a natural part of the influencer's life, resulting in more genuine and relatable endorsements. Top tip: Research from Stanford shows that influencer posts featuring friends see increased engagement, effectively countering the negative responses to more ad-like posts.

Building Trust Through Authentic Relationships

When done correctly, influencer marketing can yield substantial returns. Successful partnerships can drive 4% - 15% of a brand's sales, with some influencers contributing up to 25%.

By focusing on genuine relationships and user-generated content, ecommerce brands can navigate the evolving landscape of influencer marketing and continue to thrive.

Stay connected, The Incline Marketing Team