WHY IT WORKS
RATIONALE FROM AN EXPERT
An interview with professionals with experience in influencer marketing found the following:
Followers trust an influencer's recommendation just as they would that of a friend.
"Kardashian-style" endorsements are not always seen as trustworthy, since there is a disconnect between consumers and the authentic celebrities.
Followers gain a sense of rapport and authenticity from influencers since they are seemingly watching an in-depth look into their lives.
Brands surrender some creative freedom to the influencer so that they can tweak the content to match their online presence and style, retaining followers' trust in the process.
GARY VEE'S TAKE
"You can trick us for a minute, but not for an hour, and definitely not for a year."
Business mogul and social media marketing expert Gary Vaynerchuk shared his take on how to use influencer marketing effectively in the following video. He stressed the importance of giving influencers complete creative freedom in terms of their sponsored posts. Drawing on the fact that their followers trust them and their perspective, Vaynerchuk states that it is foolish for brands to act like they know best when the content has to cater to the influencer's audience. This stance was also reflected in #Sponsored: The Emergence of Influencer Marketing, which interviewed professionals in the field. The consensus is that influencers know their audiences best, therefore, they know the best way to persuade them to purchase a product in an authentic, non-infomercial manner.
PSYCHOLOGICAL RESISTANCE TO PERSUASION
As humans, we do not like to feel like we are being persuaded or manipulated. This switches on a psychological response in which we resist persuasion. It's why we laugh at pushy infomercials and overt product placement. What if there was a way to persuade consumers to buy a product in a way that they feel they are still in control? There is and it's called influencer marketing.
TRUST
Studies show that blatant celebrity endorsements are not as effective as influencer sponsorships. While consumers may like a certain celebrity, they are able to relate better to an influencer. This bridges the gap in trust. Influencers are seen as more authentic and realistic than celebrities. They offer a more applicable image of the use of a company's product. One is more likely to buy an expensive product that they see an influencer, rather than a celebrity, using because it seems more relevant and useful to them. While individuals may want to be a specific celebrity, they want to be friends with a specific influencer. We trust their opinions and recommendations, making them key salespeople for brands.
CELEBRITY
While consumers may be a fan of Julia Roberts, they may not believe that she actually uses this Lancome foundation. There is a disconnect between the ad and the consumer, making the consumer skeptical of purchasing the product.
INFLUENCER
Subscribers of Youtube influencer James Charles gain a more authentic recommendation from someone who is physically using the product. Here, he posted a video of him applying and reviewing the foundation for his 16 million followers.