The Influencer Marketing, in spite of the risks associated with false followers or inorganic likes (to which brands should be particularly attentive!), represents a great opportunity to regain or strengthen the confidence of your audience and it seems like a trend that it is here to stay. After all, security, authenticity, honesty or creativity are the most precious ingredients a digital influencer has to offer your business.
However, in order to keep all these ‘genuine’ elements valid, it is important that “brands allow content creators to customize their experience and implement the product and/or brand so that readers relate them to content and not see them as mere publicity.” As the Crowdtap’s study proceeds and stresses, “77% of influencers tend to associate with a brand more than once, if they are offered creative freedom.”
Adidas, Daniel Wellington or Zara are companies that soon realized the importance of the visibility that influencers offer their brands and that is why they have embraced this emerging trend from the beginning. The case of Daniel Wellingtonis paradigmatic, when, in 2015, “relying exclusively on social media marketing campaigns with influencers to increase exposure”, they were able to raise revenues worth of 220 million USD.