Working with micro influencers builds trust with consumers

Brands must take the time to build strong, transparent and mutually beneficial relationships with influencers whose audience naturally aligns with theirs.

Influencer marketing has become a key component in many brands’ marketing strategies, now considered more appealing and influential to digital audiences over traditional advertising.

In order for brands to build and maintain the trust of their audiences, they must create authentic and original content with reliable influencers.

Authenticity breeds trust and influencers who bring an authentic voice to their content are considered more trustworthy than a brand promoting their own product.

However, studies have also shown that the effectiveness of mega (also known as celebrity) and macro influencers is quickly on the decline and brands have shifted their focus to working with nano (1,000 – 10,000) and micro (10 – 50,000) influencers.

Traditionally, the higher the follower count the higher the influencer would be paid. The problem? Fraudulent influencers buy fake followers, or continue to count followers who no longer engage.

When this happens, brands are paying for views that do not exist. As a result, influencer fraud is expected to cost businesses $1.3 billion in 2019, according to cyber security firm Cheq.

In order for brands to avoid falling victim to influencer fraud and build and maintain the trust of their audiences, they must create authentic and original content with reliable influencers.

How to find the right influencer to help your brand build trust:

 Know your audience: understand that not every influencer has the same target audience so it’s important to do your research and ensure your audience aligns with that of the influencer.

Their personality and style must also reflect your messaging and brand values as such resonance will make the content appealing and relevant to your target audiences.

Choose high engagement over a large following: in order to be influential, influencers need to be trusted by their audiences.

Nano and micro influencers typically connect with a deeply engaged, niche audience who views the influencer as an authentic and truthful source of information.

While their following is a lot smaller than a macro or celebrity influencer, their engagement rate is far greater because their followers are engaged and passionate about the topic of interest, creating greater opportunity to engage and build trust.

Macro and micro influencers are seen as trusted sources of information which is why brands should focus their attention to working with these influencers to build and maintain a trusted brand image.