A good influencer does not need to know all the facts, but needs to be passionate about interpreting and giving good recommendation to consumers.
If you follow the influencers marketing industry, you have certainly already encountered the holy grail of influencers' success, which is authenticity. According to an IAB survey of 3600 respondents, consumers defined authenticity as a combination of good taste and passion - as many as 46% believe that "good taste or recommendation" and "passion about the topic" make influencer authentic. Just over a third of respondents say the core values of influencers should match the consumer’s. Equally important is the influencer being connected or participating in the community, while the least important factor in assessing authenticity is expertise. A good influencer does not need to know all the facts, but needs to be passionate about interpreting and giving good recommendation to consumers.
When does the moment of disconnect between consumer and influencer occur?
Consumers know that influencers receive some kind of compensation when working with a brand, so brands and influencers need to be aware of the dangers that can disrupt their collaboration. For example, 43% of respondents not only trust influencers to give an honest review, but appreciate when influencers stop working with a brand. On the other hand, 34% of them feel that they cannot trust the review of a sponsored post, even though the influencer is a reliable source, while only 3% of consumers claim that the sponsored post is the reason they will stop trusting the influencer and brand. Although sponsored announcements are not the primary reason for the loss of followers, influencers should be wary. The survey results show that 41% of respondents stopped following the influencer over time because they lost the will and interest in the content. Also, 37% of them stop monitoring if the publication is not in line with consumer values, 35% if the quality of the publication changes, while 33% stops monitoring if too much sponsored content is published.
What are the benefits for consumer?
The most common benefits in the eyes of consumers are entertainment and discovering new products. According to the survey, 49% of respondents enjoy when an influencer creates some kind of entertainment, such as unpacking a product, while another 49% of respondents, thanks to the influencers they follow, have discovered a new brand or product. After having fun and discovering the product, 46% of respondents said influencer recommendations can help them decide whether or not to buy the product. Only 3% of respondents believe that there is no benefit from following influencers, while 36% of them believe that the advantage of influencers is their authenticity and that this guarantees them honest feedback about the product from the person they trust.
Conclusion is that influencers need to be aware of the needs of their followers and find balance between the content they post and the benefit it has for the followers.