The Science of Trust: How Influencers Win Us Over
Why Do We Trust Our Favorite Influencers So Much?
By Jacqui McDonald
Have you been influenced to buy something before?
I am sure you have seen an influencer review a product on TikTok, Instagram, YouTube, etc. Wether it is a wellness supplement, clothes, makeup, or any other trending product, they make it seem great. The question is how do you know if this is a genuine reaction or a paid advertisement? It all comes down to your trust in the creator. It is said that over 86% of customers seek advice on products through influencers and content creators. Because of this, they are a valued marketing tool and are even deemed to be 50% more trust worthy than the brands themselves. What are these influencers doing to you to put their trust in them?
Authenticity and Relatability
Success is not just powered by the number of followers a creator has, bring relatable and authentic is the key that holds the power. Gen z often feels a connection with influencers, especially ones sharing similar core values and common interest. Finding a product that genuinely interests the creator will most likely interest their audience. It is important to embrace transparency when showing a product. When it is a sponsored product it is good to clearly disclose that and remain transparent. When talking about a product they may tell you what they liked, and what they disliked. They also tell you how they fit in their life, and why it could fit into yours. Focus on value and not just sales.
When the creator is not honest, it can be very easy to loose the trust of your entire audience. For example TikTok beauty creator Mikayla Nogueira created a video advertising the powerful effects of a mascara with a very obvious fake lash on. Since then it has been hard for her audience to trust her once very valued opinion.
Viewers enjoy getting a glimpse into the life of the creator. Influencers that show some of the behind the scenes resonate with them the best. This can be through livestreams, q&a’s, comment replies, and even meet and greets. By opening your life to the viewers it also opens their realm of trust.
Being vulnerable and embracing imperfections can help even A list celebrities seem like “one of us”. They keep things real by sharing their real human experiences that can be seen as a relatable. They share their struggles, because nobody is perfect and you may relate in a similar manner.
“I would hope that young girls can relate to me and see that the lives of people on the internet are not as perfect as they seem.”
Emma Chamberlain became well known for being unfiltered and authentic. She documented her daily life including mundane tasks, awkward moments, and even breakdowns. She embodied a unique personality and broke the barriers of the “perfect influencer” lifestyle. Going to the mall to get coffee with friends, being alone in bed, or talking about struggles with anxiety really created a strong bond between her and her followers from her down to earth personality.
Perceived Expertise
While relatable influencers can capture attention, experts with established credentials bring a different kind of power to the table. They act as trusted sources of information, using their deep knowledge and expertise to influence the audience. People are likely to follow the advice of a figure of authority in a particular field, which is a huge advantage to the industry professionals.
Taking fashion advice from a celebrity stylist would almost come as a no brainier as they have proven their talent enough to reach the status that they are at.
Micro Influencers
Just because you do not have an abundance of followers does not mean you do not have influence. Micro influencers actually have a deeper, more intimate connection with their followers. When someone with a smaller following recommends you a product, it is as if you are getting a recommendation with their friend. They are perceived as someone not solely financially driven from the products.
They are favorites of brands because of this close loyalty. 80% of marketers state that they would work with brands with less than 100k followers. They are also said to 60% more engagement than other influencers
Engagement Rate
Conclusion
From being real, an expert, or even a smaller account it is prevalent trust is huge in the industry of content creation. By remaining authentic, consistent, and being passionate about what you do, brands and followers will trust your influence.
Cites
https://www.thgingenuity.com/resources/blog/how-to-gain-customer-trust-through-influencer-marketing
https://blog.gaggleamp.com/why-influencer-marketing-is-tough-to-trust#:~:text=It%27s%20the%20trust%20that%20influencers,it%20has%20to%20be%20earned.