The Importance About Authenticity in Influencer Marketing
Feb 2021

Marketers have long been in the business of advertising, constantly searching for new ways to inspire and guide consumers toward the purchase of goods and services. According to CNBC, over $600 billion is spent globally every year producing and disseminating marketing content designed to motivate and persuade consumers to purchase certain brands. However, many brands are failing to achieve their goals with their influencer marketing strategy. Almost half (47%) of consumers felt “fatigued” by repetitive influencer posts, according to The Drum. The key to a successful influencer marketing strategy is authenticity, but what is “inauthentic” content?

Staged, obvious content

If the product placement is too obvious or unimaginative, audiences will immediately consider the content inauthentic. According to Rakutenmarketing, 71% of consumers report being able to tell when an influencer is “performing”.

Mis-match between influencer and brand

It is crucial to make sure that your influencer partners’ audience aligns with your target market. For example, even if your choice of brand ambassador/ content creator has 100 million followers. If their audience demographic is 67% female millennial based in the U.S, but your target segment is Gen Z European males, then months of designing a brilliant product with a perfect campaign idea could fall flat at the last minute.

Content not relatable

This usually occurs when mistakes mentioned above have already happened. If the offer is a home-made, easy-to-prepare, balanced meal kit, don't pick a celebrity who obviously has a personal chef and clearly won't need the meal kit.

By partnering with influencers that match your brand image and connect with your target segments, you will be able to produce authentic, organic content that resonates with audiences and drives meaningful engagement.

Toastaio has been creating successful partnerships between brands and content creators for years. We have previously worked with many prominent brands including Amazon, LA Dodgers, McDonald's, and more. Reach out to us to ensure a robust, long-term, collaborative relationship!