Due to the increasing use of adblock software , brands and marketers face some limitations in the way they reach an audience. Now that more and more of their target customers are blocking banner ads on their browsers, there’s a weaker chance of spreading their promotional messages.
This is one of the biggest reasons brands are continuing to welcome influencers into their marketing strategies. Instead of promoting their products through ads, influencer marketing provides brands with the opportunity to market themselves through word-of-mouth.
If you’re not already marketing your brand through influencers, 2017 should be the year you embrace this marketing channel. In fact, here are some of the most important reasons why you should use influencer marketing this year:
Reason #1: It’s Effective for Maintaining Authenticity
Just take a closer look at your favorite brands. Why do you love them? Maybe it’s because they have great products. Or maybe it’s because they provide excellent customer service. But there’s also the possibility that you love those brands because they keep it real. They maintain transparency, and try to be honest about their products. If they do something wrong, they don’t hesitate to apologize, and accept their mistakes.
The truth is that we all appreciate authenticity, but when you advertise your products, it’s easy to make the mistake of being overly-promotional. With influencer marketing, you can create promotional content that is still authentic, and trustworthy. In fact, a study by Linqia  on 170 marketers found that the top benefit of influencer marketing is that it helps brands in creating authentic branded content. A striking 89% of marketers in the survey listed it as one of the top benefits.
This is likely because influencers often specialize in a specific niche. They regularly provide their followers with authentic content, such as honest reviews, and “first impressions” videos. This means when an influencer promotes a brand or product relevant to their expertise, their followers are more likely to accept that the influencer truly trusts the brand.
While you can always pay a celebrity to promote your products, working with an influencer shows that you value their honest opinion about your products. And they can help you create authentic content that promotes your products, while informing consumers about the benefits and features of the product.
Best Practices for Maintaining Authenticity
Although influencer marketing is highly effective for maintaining authenticity, this all depends on how you plan, and execute your campaign. Take note of these best practices to ensure that your influencer marketing campaign helps in creating more authentic content for your brand:
Make sure you work with an influencer who is relevant to your target niche.
Try to connect with an influencer whose values and goals align with yours.
Provide influencers with creative freedom, because they already know what their audience likes and values. Having them take control of the sponsored content can help in maintaining the influencer’s voice.
Make sure the influencers add a disclaimer about whether or not it’s a sponsored post.
Look for influencers who have the same personality as your brand.
Encourage influencers to be honest in their reviews; even if it’s a negative one.