“It will not only boost the credibility of the influencers but also it will allow brands to reap more rewards from those promotions.” (Daniel Shepherd)
In marketing and advertisement, authenticity and transparency can make all the difference in building trust with consumers. More people are now looking for the quality of the content that is being presented. Misinformation in social media campaigns is not only compromising influencer credibility but also jeopardising the social media business on the whole.
At the Dubai Lynx International Festival of Creativity, transparency in the age of influencer marketing was among one of the areas of discussions.
Deliberating on how lack of trust is hurting the social media industry, Daniel Shepherd, Director Digital Planning, PHD UAE, pointed out that influencers need to understand that honesty in the approach and coming clean about paid promotion will go a long way. “It will not only boost the credibility of the influencers but also it will allow brands to reap more rewards from those promotions,” he said.
A large portion of promotions on social media attract followers not because it is done voluntarily, but because of the content that is presented. In today’s times, when the consumers have matured more, even if influencers are not informing viewers about the commercial aspect of the promotions, a majority of the followers realise the benefits that influencers are getting.
Mr Shepherd added that influencers who take the first step will be more trusted in their promotions. And it will go long way if influencers show purpose in their approach.