Influencer marketing is the most effective way to build a valuable brand—if it’s done well. What’s the secret? Trust. When people trust someone’s endorsement of your brand, when they can sense the relationship is real, they believe it—and they’ll buySee How We Do It
Don’t think of influencer marketing as a quick smash and grab, think of it as building relationships with people over a long period of time, for the benefit of both of your brands. The goal isn’t shallow and fleeting promotion. Be prepared to invest in the process and communicate you’re looking for long term. Do the research and keep standards insanely high.
Owner of Gym Shark, $1.3bn valuation, in Forbes
Unfortunately, many brands today think they can shortcut trust. They pay personalities to promote products they don’t actually use or believe in. The result is influencer marketing that feels fake and inauthentic, breeding distrust (and anger) among consumers. The reality is, consumers don’t hate influencers—they just hate being sold a lie.
The root cause of the failure of influencer marketing stems from what we call the “middleman” model.
Here’s how it works:
Influencer marketing networks and marketplaces that promise to unite creators and brands play the role of middleman. They’re incentivized to find any creator who will hawk a product in exchange for cash.
Since the product endorsement is seen as a transaction, there is little to no thought given as to whether or not the messenger actually believes in the product they’re promoting.
When brands treat influencer marketing this way—like it’s an ad buy—and use a middleman who prioritizes transactions, influencer marketing fails. The content isn’t trustworthy. At best, this transactional approach ruins the benefits of influencer marketing. At worst, it can lead to disastrous consequences for the brand.
If trust is the goal of influencer marketing, then brands must take a relationship-based approach. Because relationships create authenticity and authenticity creates trust.
Brands trusted by consumers aren’t just trendy, they’re more valuable. Value happens because of the “halo effect” that trust and authenticity creates: Trust improves conversion rates across the entire marketing mix, delivering higher ROI on influencer marketing investments. The halo effect is the hidden key that creators produce and high-growth brands embrace.Compare GRIN to the competition
Creator relationship building is both an art and a science, and GRIN has cracked the code. Our all-in-one platform helps brands hit the 6 key steps to establishing deeper, more meaningful connections with creators and the consumers that follow them.
Make your way through those 6 steps and you’ll have not only a steady stream of organic consumer reach and authentic content, but a loyal family of brand ambassadors and a growing legion of brand fans. Not to mention the influencer marketing holy grail: higher ROI.
Discover and recruit consumer-facing people who have real love for your brand.Learn more
Create a system of record for those consumer-facing marketing relationships.Learn more
Activate those relationships to collaborate on creating honest, branded content.Learn more
Distribute the branded content through earned social and editorial.Learn more
Evaluate content engagement and performance metrics.Learn more
Repurpose the most engaging content across owned and paid channels to extend reach.Learn more