Originally published December 12, 2023 , updated on June 25, 2024

As social media grows, brands are shifting from traditional ads to more relatable, personalised content. However, in the hustle to connect with the masses, the key ingredient — authenticity — can be diluted. This can result in missed opportunities and damaged brand reputation.

The solution? Adopt an influencer marketing strategy. But for business owners, understanding influencer marketing is an art and a science. This comprehensive guide is designed to help you understand the basics to implementing advanced tactics.

Let’s begin with the very essence of influencer marketing — authenticity.

The Essence of Authentic Influencer Marketing

When we speak of influencer marketing services, we often focus on the numbers. Such as reach, engagement rates, and return on investment (ROI). However, authentic influencer marketing is more about the real-life connections that influencers forge with their followers.

Authenticity in influencer collaborations refers to the genuine alignment between the values of a brand and an influencer. These ambassadors provide followers with sincere, honest, and unfiltered content. This trust can be powerful, influencing the purchase decisions of millions worldwide. In fact, 88% of consumers reported that they trust recommendations from people they know, and 69% trust influencer’s opinions posted online.

In a world cluttered with sponsored posts, the ability to cut through the noise is invaluable. Authentic influencer partnerships enable brands to speak to their audience and be heard and trusted.

Understanding Influencer Marketing

Before we go any further, it’s crucial to unpack the basics of influencer marketing. What are the types of influencers and what the benefits they can yield.

The Spectrum of Influencers

Influencers come in various shapes and sizes. Follower counts range from the thousands to the millions. They are often classified into four main categories:

• Micro-influencers (under 10,000 followers)
• Mid-tier influencers (10,000 – 100,000 followers)
• Macro-influencers (100,000 – 1 million followers)
• Mega-influencers (over 1 million followers)

Each category has its own benefits. The choice of influencer type should be guided by your campaign’s objectives and target audience.

The Benefits of an Influencer Marketing Strategy

Influencer marketing offers many benefits, from expanding brand awareness to driving direct sales. Influencers can help you:

• Reach niche markets and specific demographics
• Generate high-quality leads through influencer-curated content
• Increase consumer trust through collaborations that don’t feel like traditional advertising.

These benefits can be enhanced by weaving authenticity into every aspect of your partnership.

Crafting an Authentic Influencer Marketing Strategy

Building an authentic influencer marketing strategy is like crafting a fine recipe. It requires thought, precision, and an exacting process. This ensures all flavours complement each other.

Finding the Right Fit

The key to an authentic influencer marketing campaign is in partnership selection. You must ask:

• Does this influencer’s message align with my brand’s vision and values?
• Do their followers resemble my target audience?
• Can they communicate in a way that feels true and genuine?

It’s not just about the numbers; it’s about the synergy.

Setting Clear Objectives and KPIs

Clarity in your goals and measurement is the next piece of the puzzle. Having defined Key Performance Indicators (KPIs) helps you measure your campaign’s success. Plus, it provides influencers with a clear idea of what’s expected.

Collaboration Content Creation

The content created should be a fusion of both brand and influencer voices. Combining their unique perspectives while staying within the parameters of authenticity.

Ensure the product or service integrations are natural and subtle, rather than forced. This will result in content that resonates more effectively with the audience.

Navigating the Landscape of Influencer Marketing Services

The influencer marketing industry has exploded, offering various services and tools. Here’s how to guide them to ensure authentic outcomes for your campaigns.

Using Platforms and Tools

There are numerous influencer marketing platforms and tools designed to simplify the process. These can be used from identifying influencers to managing campaigns. These tools can offer valuable data insights. This helps you to make informed decisions and streamline the collaboration process.

The Role of Influencer Marketing Agencies

Influencer marketing agencies can be invaluable partners. They usually have networks of influencers and can help create campaigns that stay true to your brand while reaching your goals.

B2B Influencer Marketing: A Different Ball Game

Business-to-business (B2B)  influencer marketing works differently and needs a specific approach compared to B2C influencer collaborations.

Influencer Identification and Relationship Building

In the B2B world, influencers are often industry experts or thought leaders. Identifying and building relationships with these influencers is key. Especially for authentic and impactful partnerships.

Content that Adds Value

Content in the B2B sphere should focus on providing value. It can offer industry insights, white papers, or in-depth case studies. Authenticity comes from the genuine value that the content adds to the audience.

Measuring Success in the B2B World

The metrics for B2B influencer marketing success may differ from those in the B2C space. Here, a campaign’s success is often measured in the number of leads generated, engagements, or the number of credible backlinks.

Authenticity in B2B Influencer Marketing: A Case Study

Here’s a case study of a company that successfully executed B2B influencer marketing. They did this through an authentic and impactful collaboration.

The Context and the Goal

Airbnb faced criticism when it came to discrimination within its community. Apart from removing biased users, Airbnb sought out an authentic partnership with an influencer. 

The Collaboration Approach

Airbnb collaborated with DeRay Mckesson, an influencer and civil rights activist. He is renowned for spreading awareness around inclusivity and acceptance of all people. Together, they started a campaign called #WeAccept. 

Measuring Success

Mckesson’s participation lent Airbnb’s campaign an authentic and compelling voice. This made a significant impact on both the brand’s reputation and the wider social dialogue. The initiative not only heightened visibility but also led to a rise in bookings.

Spearheading Authentic Influencer Collaborations

As influencer marketing continues to evolve, the importance of authenticity remains steadfast. For business owners and marketers, authentic influencer marketing offers significant benefits. However, you’ll need to work closely with your chosen influencers. Aligning their values with your brand’s is key. And remember to constantly review your partnership.

Following the advice in this guide helps you harness the potential of influencer marketing. Building stronger connections with your audience leads to lasting brand loyalty and trust.

Whether you’re a startup or an established business, you can benefit from influencer marketing services. At Goodman Lantern, we specialise in helping you find and collaborate with well-known thought leaders. 

Get in touch with us today and learn more. 

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