Published on 31st March 2023
This insight post is a summary of the original blog post published by Airfoil. Read the full blog: Leveraging Influencer Marketing to Enhance Audience Trust and Awareness.
Is your brand looking for an effective way to gain awareness and trust with millennial and Gen-Z audiences? By leveraging influencer marketing, you can be transparent about what makes your brand unique without losing authenticity. Here are a few helpful tips to kickstart an influencer marketing strategy that builds trust with younger audiences:
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Contrary to popular belief, solely having followers is not a one-way ticket to influencer marketing excellence. While it’s easy for some to buy followers, inflate social data, and work the system—don’t fall for the numbers too fast.
Engagement rate is the metric you’ll want to pay special attention to—that is, how many likes, comments, or shares are they receiving? An influencer with a dedicated, active follower base is likely to connect more easily with their audience, allowing for valuable brand exposure that can be leveraged for your marketing strategy.
Plus, the best influencers to work with are often the ones with a smaller following. Think of them as tight knit communities that trust the opinions of others in the group. You’re also likely to find their hunger and commitment to produce quality content more palpable than their counterparts focused strictly on follower count.
Although seemingly simple on the surface, locating the right influencer takes time and effort. Make sure you set aside the appropriate time to conduct research—looking into their target audience, content type (photos, Reels, blog posts, podcasts, etc.), persona, metrics, posting history and more. Finding the perfect fit is a process – try to remain patient and avoid rushing into things with the wrong creator.
Even though the process of finding the right influencer can seem daunting at first, there’s expert advice out there to help your brand find the right fit. For more guidance on influencer marketing strategies, read the full blog post: Leveraging Influencer Marketing to Enhance Audience Awareness and Trust.
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