“Fake it ‘til you make it” is over. Done. Kaput. In fact, at a recent marketing conference, even entertainer extraordinaire Will Smith recognized the need for authentic influencer marketing saying, “There is so much technology, we’re being forced into authenticity.” And it’s true. With the pervasiveness of social media and technology today, it’s hard to pretend to be something you’re not. Everyone knows when you’re faking it. And this includes brands who are trying to fake it too – paying social influencers big bucks to review, wear or use its products. It’s easy to tell which posts on your Instagram, Facebook, Snapchat or Twitter feeds are actually paid ads.
Recently, many social media executives have revealed how tired they are of paying social influencers – the cost is high and the ROI is questionable at best. We feel their pain. Paying social influencers is an unsustainable influencer marketing practice and, most importantly, it’s usually not authentic to brands. The inauthentic quality of paid social influencer posts is also palatable to consumers.
Authentic influencers are influencer marketing gold; and that gold is out there! Your brand’s fans and biggest champions, the ones already influencing purchasing decisions on a daily basis, are there and they’re not looking to be paid. Recognition, insider access, inclusion in your brand’s inner circle and maybe the occasional deal are all you need to power your influencer marketing program and launch incredible influencer campaigns. In the end, authentic influencers value being heard over being bought.
Believe it or not, 91% of brand mentions on social media come from people with fewer than 500 followers. Among those people posting are often a brand’s most powerful influencers who drive brand awareness and sales. And recruiting these influencers is a cinch with the right influencer marketing tools in hand. With an authentic influencer marketing program, the results and campaign ROI become less about one-off, quick wins and more about long-time, real results.
Fake influencers, people who are only in it for the payout, not for the love of your brand, have less longterm value than real, authentic influencers who are passionate about your brand. As such, we’ve introduced a new series of videos: #CantFakeThis. Check them out to see why authenticity really matters in today’s social world.
Authentic influence can’t be bought. As we can see, buying positive reviews of your shoes is as unpleasant as it sounds.
The same thing is true is with dog food. Would you trust someone who may not even own a dog? That’s not cool.
What about when the person barely knows what they are promoting? Yeah, it happens from time to time and it feels just as icky.
It’s pretty obvious when someone is promoting a product they have never even used. This type of influence does not blend.
The essential premise of influencer marketing is that people have authentic influence.
Too cool to actually use the product?
This video speaks for itself.