Authenticity in marketing is like a smile of a child – you can't deny it and you just respond to automatically by smiling. Influencers are genuine because they are not afraid to show their true self to the broad audience. They actually don't have a choice: they need to reveal their personality through their online activity: and this honesty wins trust of potential customers. Who believes that the videos on TV are sincere? Who reads the slogans on billboards? I don't do it. Your friends don't do it as well.
But all your friends as well as people from your LinkedIn, I am 100% sure of it, have 3-5 influencers they are "stalking" online. That is why influencer marketing rules. For someone, it's Cara Delevingne, while others will be interested in Elon Musks' success and will keep track of all his losses and gains.
Yet, the majority of modern internet users follow micro-influencers
, those whom they can relate to personally. Although influencer marketing is just a tool, influencers are real people from flesh and blood. And good influencers ( ask us how to find good social influencers) will advertise only those goods that resonate with them personality only. So this trust will be applied to the product automatically. Influencers value their reputation more than anything else in this world that is why choose only those products and services that reflect their inner self in some way.
Recently I realized that being an influencer is a real challenge. Most people are not ready to live stream their life to the broad audience. Are you ready to show your life from inside? Show people what who you are dating with? How you cook food for your children? Are you ready to broadcast your life to millions after a long horrible day? In exchange for the most personal information influencers earn time, attention, and trust of customers.
So brand reaching customers via influencers earn a part of mindshare of customers using authenticity and trust in relationships between influencers and their audience.