The need to professionalise influencer marketing isn't just an option, but the key to building and maintaining consumer trust, and a sustainable future, Manisha Kapoor, secretary general & CEO, ASCI, writes
The rise of influencers can be likened to a digital revolution. Social media platforms have given birth to a new breed of celebrities, untethered from traditional stardom. They have organically cultivated massive followings by sharing their lives, insights, and opinions. Over time, they have transformed into influential figures with the power to impact consumer decisions.
In today’s digital age, trust is a currency that holds immense value, and influencers are the custodians of this trust. However, the world of influencers is far from impervious to the cracks that can shatter trust. To understand this, we must first dissect the anatomy of trust and its components:
1. Authenticity:
Influencers resonate with their followers because they appear authentic, sharing personal stories, experiences, and opinions. Their audience believes in the genuineness of their content.
2. Credibility:
Many influencers become experts or authorities in their respective niches, bolstering their credibility. Consumers trust their recommendations because they see influencers as knowledgeable sources of information.
3.Reliability:
Consistency in content and messaging is paramount. Followers rely on influencers to deliver content aligned with their interests and values. Any deviation can lead to doubts and, ultimately, a loss of trust.
4. Transparency:
The openness of influencers about paid partnerships and sponsorships is crucial. This ensures followers are not deceived, maintaining trust in the influencer’s recommendations.
(This story appears in the 03 November, 2023 issue of Forbes India. To visit our Archives, click here.)