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What is the role of influencer marketing in the age of increased consumer skepticism & ad-blocking?

Updated: Mar 20, 2023


I have watched the influencer marketing landscape develop and adjust to the always changing digital world as the CEO of Runway Influence. The growing usage of ad-blocking technology and the rise in consumer distrust are two of the biggest problems we currently confront. Traditional advertising techniques are being distrusted more and more by consumers, making it harder for firms to engage their target market.

In this post, I'll talk about the function of influencer marketing in the current skeptical climate and examine the use of influencer relationships by brands to connect with their target audiences in a genuine and efficient manner.


The Influence of Authenticity and Trust


Trust and authenticity are more important than ever in the era of the cynical customer. Compared to traditional advertising, people are more likely to interact with and believe recommendations from people they respect or admire, such as influencers.

By collaborating with content creators who share their beliefs and have a sincere connection with their audience, influencer marketing enables brands to capitalize on this trust. Working with influencers allows marketers to reach consumers through a reliable channel, effectively overcoming distrust and ad-blocking software.


The Transition Toward Micro- and Nano-Influencers


Micro- and nano-influencers have increased in value for marketers as consumers become less trusting of sponsored content. These influencers frequently have a higher level of trust from their followers and have smaller, more active audiences.

Brands may create more authentic and successful marketing campaigns by working with micro and nano-influencers to forge real connections with a highly engaged audience.


Value-Driven Content Creation


Developing value-driven content that offers the audience concrete advantages is one of the best methods to combat consumer distrust. Influencer marketing efforts should strive to inform, amuse, or inspire the audience rather than concentrating only on promoting goods or services.

Brands may become thought leaders in their sector and forge more sincere relationships with their audience by working with influencers to provide useful content.


Transparency and Disclosure as a Priority


Maintaining trust and authenticity in influencer marketing efforts depends on transparency and disclosure. Consumers expect companies and influencers to be open and honest about their ties as they become more aware of sponsored content.

Companies should make sure that influencers follow the FTC's requirements and identify any sponsored material or collaborations in a clear and conspicuous manner (FTC). This promotes a more genuine relationship between the brand, the influencer, and their followers in addition to helping to keep the audience's trust.


Making Use of User-Generated Content


User-generated content (UGC) is a fantastic tool for brands to develop audience credibility and confidence. UGC is more relatable and reliable than traditional advertising since it features real-life events and viewpoints from common people.

Influencer marketing has the potential to be extremely important in creating and promoting UGC. Influencers can be encouraged by brands to provide reviews of their interactions with their goods or services, inspiring their followers to follow suit. Using user-generated content (UGC), marketers may forge a more genuine relationship with their audience and get beyond objections and ad-blocking software.


Influencer marketing integration across other channels


In the era of consumer mistrust, firms should link their influencer efforts with other marketing channels to optimize the impact of influencer marketing. This covers traditional advertising as well as social media, email marketing, and content marketing.

Brands can offer a consistent message and strengthen their brand identity by developing a holistic marketing plan that includes influencer marketing and other channels, increasing the likelihood that they will overcome skepticism and engage with their audience.

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