How Influencer Endorsements Promote Brand Credibility

A brand’s credibility is a fragile and important factor in the relationship consumers have with your business. It takes a long time to develop trust, and even longer to earn loyalty.

One of the foundations of brand credibility is to deliver on promises – that means your products need to do what your marketing team says they will do. When consumers take the risk of switching brands they have high expectations for their first experience. If it’s not positive they will likely switch again until they are satisfied.

The Truth About Product Switching

“81% of U.S. Gen Z consumers are willing to switch from their favorite brand if they find a similar product at higher quality.” (Interactions)

Is Brand Loyalty A Thing Of The Past?

Not at all. According to American Express “Millennials are more brand-loyal than any other age group.” They are patrons of the brands that have earned their trust – not with traditional marketing – but through recommendations from friends, family, and influencers.

In 2016 Google released results from studies they conducted on influencer marketing. They discovered the following stats:

“6 in 10 YouTube subscribers would follow advice on what to buy from their favorite creator over their favorite TV or movie personality.”
(Nielson/Google, 2016)

These results come as no surprise to the influencer marketing world, which has seen drastic budget investments from brands eager to increase their ROI after years of struggling with click bait advertising.

Why Do Consumers Trust Influencers? And How Can Their Recommendations Promote Your Brand Credibility?

Once a follower trusts the opinion of an influencer, sponsored posts are assumed to be a genuine endorsement too, because good influencers wouldn’t risk their reputation to promote a product they didn’t like.

People trust influencers because they have been satisfied with their past recommendations. According to a study people are using blogs specifically to find recommendations for products:

“Almost half (47 percent) of U.S. blog readers tap into blogs for finding new trends or ideas, 35 percent for finding out about new products, and one in four for help with making a purchasing decision.” – Business News Daily
Influencers are also more likely to publish a more realistic product review than what their readers would see from a brand-made advertisement.

Influencers Reduce Product Purchasing Risk

It’s easier for a consumer to predict whether they’ll like a product because influencers cut out some of the risk:

  1. The consumer follows the influencer and knows that the products they promote are usually product they also enjoy.
  2. The influencer can give them inspiration, and unique use cases for the product.
  3. Sometimes the influencer will offer a coupon code or a discount as a result of the brand sponsoring the content.
  4. The consumer can ask the influencer questions, and more feedback, without getting a standard customer service response.

Finding The Best Influencers For Your Brand

Influencer selection is a difficult process made easier by companies like Acorn who work hard to build a quality and performance-based influencer network.

It’s important to realize that while some influencers might work well with one brand, a whole other different set of influencers might be perfect for your brand. Influencers are not created equal and that’s why a network needs to have a diverse set of bloggers, social media marketers and out-of-the-box thinkers.

The Rise of Micro-Influencers

If we look at influencers who have reached minor celebrity status – Youtubers, and Instagrammers – we see they garner audience sizes in their millions. But how many of their million-strong audience are American shoppers? And of those shoppers how many are in your brand’s target demographic?

Influencers are attracting long-term customers because their audience are already engaged with the topic that an influencer specifies in writing about.

The audience trusts the bloggers opinion. In terms of ROI, engagements are more likely to turn into sales than impressions.

Next Steps

Acorn Influence has had the pleasure of working with some of the biggest, and best, brands in the world. Our case studies page features examples of how influencer marketing is providing true ROI for agencies, and brands alike.