Authenticity vs reach: Finding the right balance in influencer marketing

Authored by Ritesh Ujjwal, Co-founder, Kofluence

In an era where misinformation runs rampant, consumers are increasingly discerning about the sources they trust. Influencers who demonstrate authenticity by aligning their values with their content establish themselves as credible voices within their niche. Whether it's through sharing personal anecdotes, product reviews, or social commentary, authenticity lends influencers a sense of authority that resonates with their audience. Especially with digital media consumption reaching an all-time high and consumers looking up to influencers, they can swiftly distinguish between authentic suggestions and fake information. When an influencer goes out of their regular way to promote a product or service, their audience quickly notices, which leads to a loss of trust and confidence. This erosion of faith can be harmful to brands and ultimately cast a negative effect on their image. Mobile Marketer once reported that the rate of audience interaction for paid posts declined from 4% to 2.4% during Q1 of 2019.

For marketers to achieve success in their influencer marketing efforts, it is essential to maintain a consistent narrative that aligns closely with the brand persona. It's important not to compromise this narrative in pursuit of tapping into new trends or fads. While it may be tempting to capitalize on popular topics or cultural moments, straying from the established brand narrative can dilute brand identity. An example of this is Dove's "Real Beauty" campaign. By consistently promoting messages of body positivity and inclusivity, Dove has cultivated a strong brand identity centered around empowering individuals to embrace their natural beauty. Let's delve into additional strategies that influencer campaigns leverage for better impact.

Deliberate influencer discovery and research: Influencers are significant figures in the lives of modern users, who look up to them for authentic, trustworthy connections rather than just promotional material. Thus, for marketers to develop a genuine voice amidst the sponsorship saturation and make their message fit for the feed, the key is to identify influencers whose audience demographics, interests and values align closely with their brand. With a seamless fusion of authenticity and influencer reach, this alignment will ensure the influencer's endorsement connects authentically with their audience, increasing the likelihood of creating significant interaction and conversions.

A consistent voice resonates for many: While sponsored content is a part of the influencer marketing landscape, excess of it can result in a loss of consumer credibility. Frequent exposure to advertising messages might make consumers readily fatigued of information that is too 'sales-y,' fostering mistrust. An article published on PR Newswire states that according to a survey conducted in 2023, 66% of consumers face consumer fatigue and want fewer marketing messages. This sentiment persists when brands control the messaging on social media platforms. However, the key is to put influencers on the steering wheel when discussing brand integrations, allowing them to guide the interaction. Consequently, consumers regard brand messaging as more credible when it appears as a part of user-generated material. The influencer's credibility is subsequently transferred to the brand.

Tussle over creative control: Despite influencer marketing's increasing popularity, some marketers are still wary of giving up control of their messaging to third-party influencers. While this reluctance is understandable, when marketers overly dictate what an influencer says or how they should go about it, it disengages the creator and the audience familiar with the creator's style. Clear communication of significant touchpoints is imperative for brands to achieve alignment and clarity.

Collaborative content creation: A true partnership between a brand and an influencer holds the most tremendous potential to improve authenticity in influencer marketing. And the result is genuine influencers and credible content making rounds from audience to audience. The idea is to create collaborative content by finding common ground between the influencer's voice and the brand's messaging and objectives. By considering influencers as creative companions rather than just another media purchase, marketers can benefit from the influencer's diverse following while upholding the integrity of the brand's image and values.
Final thoughts

Though the temptation to reach a broader audience may be strong, compromising authenticity for the sake of reach can result in adverse outcomes. When authenticity is sacrificed for clickbait tactics, misleading content, or inauthentic brand personas, it undermines trust and tarnishes the reputation of both brands and influencers. I firmly believe that while authenticity and reach may seem at odds occasionally, they are not mutually exclusive in social media marketing. In reality, when balanced adeptly, they can complement each other, synergizing to enhance a brand's influence by nurturing genuine connections while broadening its audience reach. Influencers provide unparalleled access to intimate online communities. However, brands must not take their word of authenticity for granted- the goal is to create a seamless fusion of reach and authenticity where the interests of both parties perpetually align.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.