49% of consumers depend on influencer recommendations for their purchase decisions. This statistic underscores the trust and credibility that influencers hold, which brands can leverage to enhance product visibility and drive sales.
The engagement rates on content created by influencers often surpass those of traditional brand advertisements, suggesting that content crafted by influencers is more likely to resonate with and engage the target audience.
We asked our team to share their thoughts on how brands could collaborate with influencers and content creators in a way that adds genuine value to the customer journey?
Hannah Dunlop – Account Manager
“This is an interesting question, because it suggests that influencer or creator partnerships are inauthentic in their current form, which I would argue is incorrect.
When partnering with influencers or creators, it’s important to ensure that there is alignment between their values (and online image) and your brand – that your product is something which they would use if they were exposed to it elsewhere.
It is in this alignment that authenticity exists, and where brands are able to reach their ideal customer in a way that provides mutual value.”
Rachel Fyfe – Senior Account Manager
“Brands need to be considered in how they collaborate with influencers and content creators to ensure they are adding genuine value to the consumer.
First and foremost, brands need to ensure they are partnering with authentic influencers who align with the brand’s values and genuinely love the brand.
The best influencers are the ones who are already promoting your brand’s products/services without compensation as they are a natural fit for your brand, being an active consumer themselves.
Transparency is key, so it is important to be honest about the partnership and clearly state when content is sponsored or a ‘paid partnership’.
I think where a lot of brands fall flat in the influencer space is not having a clear brief of what content they want produced by the influencer.
This is very much about striking a balance between staying true to the brand and still giving the influencer the freedom to do their thing.
This is why finding an influencer that is a perfect fit for the brand is so important, to ensure the sponsored content fits seamlessly with the creators current feed and aesthetic and doesn’t feel forced or out of place.
Content creators should not just be viewed as a vessel to influence people to purchase, they should be valued for their ability to create a genuine bond with the customer, so encouraging engagement is key.
Make sure to get your creators to ask questions, leverage polls, share their experiences and respond to comments to help generate discussion and interaction with your audience, this will create a connection between the influencer and consumer, and in turn, between the consumer and the brand.
Influencers should offer long term value, not just fleeting promos.
Collaborate on helpful content like tutorials or reviews to add real value for the consumer to give them a reason to follow and keep them coming back.
It’s all about building long-term bonds and brand should invest in ongoing relationships with creators, rather than bouncing between different influencers.
It can be hard to measure the impact that influencers are making to your bottom line beyond user engagement and views, so it is integral to track the impact and a great way to do this is through specific promo codes for the influencer to track usage and uptick.“
Tony Pedroso – Account Director
“Let content creators be creative. Don’t be too prescriptive – audiences can see through this and smell fakeness from a mile away.
Allow them to recontextualise your product and service in a way that take makes sense to them and their audience.”
Yulia Edirisinghe – Group Account Director
“From newspapers to TV, from blogs to Google search, for decades, brands have been funding the production of entertainment and information that would otherwise have never seen the light of day.
Each medium has come with its conventions and opportunities, and this latest wave of partnerships between brands and content creators is no different.
As important as the trust between creator and their following, is also the trust between a brand and its content partners.
Brands that win in this ecosystem are intentional in their selection of partnerships and deliberate in giving these creators the freedom to do what their audiences love them for.
When this is achieved, brands can truly benefit from the elusive resonance between creator and consumer, driving genuine cut-through in an increasingly cluttered and fragmented landscape.”
Brooke Mckay – Account Director
“There is a clear differentiation between stock footage vs UGC vs influencer footage. Whilst stock footage has a role to play in creative, it oftens lacks a level of authenticity and reduces emotional reaction from our audiences.
There are lots of upcoming platforms which work to increase UGC content in an easy, authentic and affordable way.
For example, I recently had a meeting with a UGC company whose offering is based on scouring the internet for real videos, approaching the owner of said video and obtaining the rights to that footage, creating an extensive library for use.
The interesting part of this model is that 100% of the footage was filmed without the intention of it ever being paid for or used commercially. Therefore it has an increased level of real authenticity and as a result increases the likelihood of gaining the audiences trust.
Whilst influencer content is clearly valuable, it often loses a level of authenticity due to being a “paid promotion” and audiences feeling that the person features may not actually believe in the product itself.“
Chelsea Newton – Account Manager
“In today’s social commerce world, building trust with consumers is crucial for brands.
To do this effectively, brands should team up with influencers who already love and actively share the brand, ensuring their values align.
When influencers truly connect with their audience and share authentic experiences, it builds trust and credibility.
When partnering with influencers, brands should allow them to create content that is authentic to their platform and themselves. Giving influencers creative freedom allows them to make content that really connects with their followers while still conveying the brand’s message.
If brands ask influencers to create content that doesn’t match their usual style, their audience may lose trust in them.
Transparency is also important. Brands and influencers should always disclose if they’re working together to promote a product. Being honest about these partnerships helps build trust with the audience, so consumers can believe in the recommendations they see.”
Laura Sheppard – Senior Account Manager
“Today, there is an increasing reliance on human connections. Simply putting out static ads is no longer sufficient without incorporating personalisation.
Brands should transition from using static branded ads, and instead engage in influencers and content creators to endorse their products.
An influencer is not limited to someone with a large following; it can be someone like John from next door, who has purchased the product and promoted it through his social channels. This organic approach has generated more exposure for the brand and initiated a word-of-mouth effect.
People now place more trust in the opinions of individuals regarding products and brands than ever before.
Leveraging social and testimonial proof through influencers or ordinary people like John has become crucial in today’s landscape before someone purchases any product.”
Katherine Foudy – Account Executive
“Empower Creative Authenticity: Granting influencers the freedom to create content in their voice encourages authenticity & make the message resonate more effectively with their audience.
Focus on Value-Adding Content: Collaborations should aim to produce content that educates, entertains, or solves problems for the audience, moving beyond mere promotion to add real value at each stage of the consumer journey.
Utilise Storytelling: Influencers sharing personal stories or experiences related to the brand can create a more engaging and relatable narrative, fostering a deeper connection with potential customers.”