Authenticity is key when it comes to influencer marketing.
When brands partner with influencers who are genuine and believable, it can lead to successful marketing campaigns that resonate with consumers.
It’s also important that influencers act in the right way - compliance with affiliate and sponsorship marketing guidelines, like the FTC rules, is much easier when the influencers you have chosen to work with, have a genuine affinity with your brand, and their content is consistently aligned with the values and products you need to promote.
But finding authentic influencers can be tricky.
There are plenty of tools out there that can help you track influencers down, but checking the fit can be more problematic.
This article will discuss why authenticity is important in influencer marketing, and how to find authentic influencers for your brand.
The Importance of Authenticity in Influencer Marketing
Authenticity is important in influencer marketing because it builds trust between brands and consumers. When consumers see influencers who are genuine and believable, they are more likely to trust the recommendations that those influencers make. This can lead to increased sales and brand awareness for the brand.
How to Find Authentic Influencers
There are a few things you can do to find authentic influencers for your brand:
- Look for influencers who have a natural connection with your brand.
- Pay attention to the quality of an influencer's content.
- Look for influencers who are transparent about their sponsorships.
- Use influencer marketing platforms to find potential partners.
Once you've found some potential influencers, it's important to vet them carefully to make sure they are a good fit for your brand. Here are a few things to look for when vetting influencers:
- Make sure the influencer's audience is a good fit for your brand.
- Check the influencer's engagement rate.
- Make sure the influencer is active across multiple social media platforms.
- Read/watch the influencer's content.
Before commissioning the influencer, make some final checks to ensure they are compliant as well as authentic. Here are a few things you should check:
- Are they mentioning sponsorships every time they appear to be promoting a brand?
- Are they getting brand and product names right?
- How are they talking about the brands? Are they using the right type of language?
- If they are sharing video content, watch the actual video they are making - what keywords are they using? Are they referencing the brand correctly?
- Is all their content age-appropriate?
- Do they have any extreme, social, religious or political views? If so, are those aligned to your brand?
Monitor Social Video At Scale
RippleXn is the only influencer monitoring tool that lets you monitor social video at scale, allowing you to vet influencers before, during and after a campaign. As well as making sure the influencer is compliant and authentic, it can help identify which influencers are getting the most engagement, the language they are using, and generate insights into how consumers are interacting with your brand. Book a free demo today]
By following these tips, you can find authentic influencers who can help you create successful marketing campaigns.
Here are a few examples of brands that have successfully partnered with authentic influencers:
- Gymshark partnered with fitness influencers who genuinely use and endorse their products.
- Dove aligned its "Real Beauty" campaign with influencers who share authentic stories.
These partnerships have been successful because they are authentic and resonate with consumers.
If you're looking to create successful influencer marketing campaigns, it’s always worth investing time and resources to find authentic influencers who are a good fit for your brand.
If you wish to talk to the RippleXn team about our solutions, reach out today.
