The psychology behind the question ‘how is influencer marketing effective’ dates back well beyond the current crop. In fact, it goes well beyond celebrity endorsements. Even the biggest of sceptics must admit that influencer marketing is not only here to stay, but is taking over. However, why is that the case?
The truth of the matter is that the ‘influencer’ movement can be traced all the way back to the Ancient Greeks and holds up for as long as there have been people purchasing goods and services. It was Aristotle himself who pointed out the fundamental power that a message carries when it is communicated by a trusted third party.
In this case, the influencer is the third party. The theory goes that if you perceive a third party endorsement to be valid, then you will likely trust the message and act accordingly.
Wait, but are influencers that trusted?
To put it simply, yes. The reason why influencer marketing is so effective is the trust that exists from the viewers side. Multiple studies have proven that the word of a trusted influencer tends to carry almost equal weight to that of a first-hand recommendation from a friend or a family member.
Why are some influencers so trusted?
The most engaged influencers tend to live their life like an open book. Rather than spending the majority of their time promoting they spend their time sharing their experiences. This all builds trust and means when a product is promoted there is already an aura of legitimacy around it. This authenticity creates a feeling of trust that many brands strive for when they are introducing a product or service. This creates the perfect match.
That’s not to say all influencers are trusted or that the process always works. There’s a number of reasons why influencer marketing can and has failed in the past, hence why it’s so critical you have an expert like Colossal Influence overseeing the process.
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