Brands cannot shoehorn themselves into channels which they don’t control without authentic conversations.
This piece states that brands should foster long-term relationships with influencers to earn their trust and get consistent brand mentions. According to the author, working with micro-influencers leads to better results and higher engagement rates per spend, as compared to working with celebrity influencers.
The author contends that customers can read through pretentious, forced content from brand ambassadors. Marketers need to accept that they cannot control all aspects of brand conversations, and they need to “let go” to achieve authenticity in their messages.
According to an article in the Wall Street Journal, fraudulent influencers taint the marketplace by buying fake followers and fleecing brands. Hence, brands must find the right micro-influencers to reach people in a “believable and achievable way”.
[6 minute read]