Whether it’s YouTube to TikTok, consumers are more digitally savvy than ever. In terms of influencer marketing, this means that consumers are increasingly looking for trustworthiness, credibility and authenticity from influencers they follow.
For any businesses involved in influencer marketing, this is an incredibly important shift. Miss the mark in connecting with your audience and your campaigns can easily fail.
What is authenticity in influencer marketing?
As a social media marketing strategy, influencer marketing is already well-established and will continue growing into 2024. With that said, influencer marketing trends are shifting, with greater emphasis increasingly placed on influencer authenticity and transparency
Historically, brands have tended to build relationships with macro-influencers – creators with more than 100,000 followers. However, for 2024, companies are looking to shift their relationship to prioritise authentic influencers instead.
Micro-influencers (content creators with between 10,000 and 100,000 followers) and nano-influencers (content creators with fewer than 10,000 followers) are the priority for authentic influencer marketing. These influencers have smaller audiences that are dedicated, often localised and sometimes niche-specific.
These audiences follow micro- and nano-influencers based on a relationship of trustworthiness, relatability, and value-alignment. These influencers are therefore seen as more transparent, credible and authentic by their audiences. They’re more likely to have cultivated meaningful, well-established relationships with their followers.
Top Tip: If you’re new to influencer marketing, read our complete guide – your one-stop resource for getting started.
Why does influencer marketing authenticity matter?
Influencer audiences and brand consumers are more digitally savvy than ever, and are becoming more particular with where they invest their energy and money. This increased media literacy is behind the rising audience and brand focus on genuine influencers.
An authentic influencer will differentiate brands from their competitors by emphasising that brand’s unique values and story – as well as their relevance for their distinct audience. By building relationships with influencers who genuinely align with brand values and products, brands will be tapping into audiences with the same values.
Brands are shifting to marketing strategies based on influencer authenticity in order to capture these audiences. Authentic influencer marketing is therefore designed to establish greater trust and credibility between brands and consumers.
As such, by prioritising authenticity in influencer marketing, brands are hoping to foster greater engagement with highly targeted audiences who prioritise value-driven, genuine content. Airbnb’s influencer campaign is a great example…
The long-term consequences of this investment in authentic influencers are diverse, and is only going to become more important in the age of AI. From fostering greater consumer loyalty to driving higher engagement and sales conversion rates, there are significant benefits to be reaped by investing in an authentic influencer marketing strategy.
Harness the power of influencer authenticity for your brand
Arrange a discovery call with Hoopla Marketing to discover how we can help you build an authentic influencer marketing strategy. We blend a combination of data, insights and creativity to fuel high-performing authentic influencer marketing that will tangibly impact your business. Get in touch with us today to find out more.
For examples on how Hoopla Marketing can help your business thrive, take a look at this campaign for Riva Blu, an Italian restaurant across the North of England. In total, 60 influencers created 179 pieces of content, reaching 2.6mil people and resulting in a media value of £117K. An example of authentic influencer marketing at its finest.