Three Ways to Add Authenticity to Your Influencer Marketing Campaigns, Marketing & Advertising News, ET BrandEquity
Authenticity has always been the cornerstone of influencer marketing. But that can be an elusive quality. It’s a key element that many brands covet, but few are able to achieve. Often in the pursuit of scale or campaign metrics, such as reach or engagement, authenticity is sacrificed. But with more and more brands engaging in influencer marketing today, it has seen a resurgence, especially given the mindset of millennial and Gen Z audiences.
Let’s take a look at a video of actress and mom, Sameera Reddy, created for the HUL CIF brand. Sameera gets to the heart of the issue that most mums relate to: how to keep the kitchen clean and what impact does this have on her family’s health?
This message clearly resonates with its audience, with users expressing how much they too believe in the product and its effectiveness, their intention to try the product, and why, like Sameera, they believe that kitchen hygiene is utmost importance, at the heart of family health.
So how do brands incorporate authenticity into their influencer marketing campaigns?
Here are three factors to consider:
Be clear about the objective: Authenticity starts with being clear about what the brand is aiming for in terms of goals. This can be in terms of awareness, consideration or even purchase. What many brands tend to do and where they are more likely to falter, in terms of influencer selection, is when they go for a single influencer or type of influencer or activity to reach a range of goals. This often leads to overselling of the product which discourages the audience, instead of building awareness.
Focus on the right influencer: Exploring the right influencer is one of the key determinants of authentic collaboration. Brands need to pause and ask themselves: would this influencer use the product organically in their daily lives? Do they fit well with the personality of the brand or product?
During the recent launch of a teeth whitening product in the area of oral beauty, the brand collaborated with body positivity advocate and self-proclaimed stereotype breaker Sakshi Sidwani to create value for their Smile Out Loud message. . As other beauty industry influencers raised awareness of the products, Sidwani and her confident personality were the perfect fit to communicate the brand’s bold and dynamic philosophy of encouraging the public to celebrate her unique beauty and authentic self. through her radiant smile.
Understanding the voice of the influencer: Today, audiences are very familiar with the style or way of speaking of influencers and are actually experts at detecting even a whiff of inauthenticity. Therefore, it is essential to communicate the USPs or brand values and engage the influencer to convey the same to their audience in a familiar delivery mode.
If the influencer tends to speak colloquially, these phrases and tone while engaging in a brand collaboration will only help to reach the target audience. Brands should trust the influencer’s voice and their knowledge of their audience to craft the collaboration, ensuring the authenticity of the influencer’s voice.
Now let’s move on to the next question, which we need to address: how to measure the authenticity of a collaboration between a brand and an influencer?
A key indicator is the audience’s reaction to the content, as expressed by comments. During a recent campaign, in which we engaged comedian Kenny Sebastian, the feedback was overwhelmingly positive and relevant. To promote Colgate’s Advansed electric toothbrush and the product’s technologically advanced features, Sebastian conceptualized a stylized video, shot and built around the idea of a tech talk. From the noble tone of his delivery to his perfectly white polo shirt, Sebastian wowed his audience, entertaining them immensely, while educating them on the features of the product.
Comments ranged from utterly appreciating the video, with kudos to Kenny’s off-screen assistant, Jagdish, to questions about the product, to acknowledging the brand’s faith in the creator and how that helped. ensured a truly successful collaboration. The brand that followed the roadmap of the three points above was able to create a unique and extremely effective asset to increase awareness and shareability.
Campaigns focused on influencer authenticity will become the trend in the future, as social media allows brands to engage in dialogue with their audience, with influencer collaborations becoming a channel for this communication. The more brands begin to trust the use of the influencer’s unique voice, the more genuine the partnership and the more likely audiences are to respond with adulation and interest in the brand.
(The author is the co-founder and CEO of Ripple Links. All opinions expressed are her own.)