The importance of authentic content
Or, how to learn to trust your influencers
You鈥檝e found the perfect social media influencer to promote your brand. They鈥檝e been testing your products and that first post is about to drop. It鈥檚 understandable to want to micromanage what鈥檚 being said about your company, but audience feedback suggests that鈥檚 not a good idea.
In a recent about female YouTubers, Buzzfeed found that 鈥渁 common refrain among viewers is that advertising in videos is reasonable as long as it鈥檚 not too overt.鈥� That means lackluster product shots and pre-written scripts are out.
The whole reason businesses are moving toward influencer content instead of straightforward celebrity endorsements or expensive ad campaigns is that audiences appreciate authenticity.
y Hunter Qualitative Research commissioned by digital-media firm Defy Media, 63 percent of millennials (respondents 13-24) said they would try a product or brand recommended by a YouTube personality, versus only 48 percent who said the same about a TV or movie star. That means influencer content counts more for younger demographics.
What does this mean for your branded content?
Let your influencer have some creative license. They didn鈥檛 amass their massive following without knowing what their audience (and your target demographic) wants to see. Sure, maybe they won鈥檛 hit all the tech specs. Maybe they鈥檒l even notice that one design element that is quirk-some, but it鈥檚 that failure to meticulously detail every benefit of your business that speaks to viewers.
After the content is released you鈥檒l be able to check metrics and engagements. Hopefully, you’ll see positive results instead of comments that litter some less-favored influencers.
Ouch.
You鈥檝e partnered with a pro, trust them.
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