Influencers are the new brand mascots—are yours trustworthy?

by | May 14, 2021 | Analysis, Public Relations

One of the most effective PR tools is word-of-mouth publicity. Consumers will be more likely to use a brand or service that someone they know has had a positive experience with. They are just as likely to be wary of any brand or service that people they know talk negatively of.

Celebrity endorsements used to be what could make or break a brand

But due to social media’s ease of communication, social media influencers have become more popular brand ambassadors than celebrities. It is very easy for viewers and fans of social media influencers to interact with them. Apps such as TikTok, Instagram, Twitter, and even Snapchat have allowed influencers to show their fan bases parts of their private lives.

Followers of influencers see the interior of their homes, their workout routines, what foods they are eating, where they are shopping, and what brands they are endorsing. Because of these instant, intimate social interactions, people feel like they know social media influencers privately. These glimpses into influencer’s lives make them feel like friends, making them reliable sources of information, even if they are not experts in the area.

Influencers, they’re just like us

Social media has combined celebrities and mascots. Influencer marketers can be the face of brands, such as Charlie and Dixie De Milio, being the face of Morphe 2. They can launch their own brands, and they can promote existing brands and services.

Paid ads are annoying to consumers

Consumers do not want to sit through an advertisement halfway through a Youtube video. This is where influencers come in. To protect their credibility and personal brand, most influencers will only promote brands and products they use in their lives already or brands and products that they genuinely enjoy. Influencers must disclose paid partnerships and promotions. Influencers talking about the services, brands, and products they use and like are more genuine to consumers than a paid advertisement endorsement.

With fast access to communication in everyone’s pocket, consumers are tired of being talked to by brands, services, and mega-celebrities. These individuals and companies do not feel relatable because their lifestyles and careers feel so unattainable.

Influencers communicate more personably with their fanbases

Influencers reply to their followers on social media, hold giveaways and contests for their fans, and constantly tell them that they are the reason why they are influencers. Consumers feel connected to influencers mostly because consumers choose to follow social media accounts and support them through product purchases.

For brands and companies, social media influencers are a cost-effective PR tool. Influencer marketing is trackable because it happens in real-time on the internet. It is easy to predict and show the progress and effects influencers have on campaigns.

Social media influencers have huge internet presences and voices. Using reputable and popular social media influencers gives brands and services a genuine and trusted individual voice. This goes a long way in consumer trust in a brand. By earning credibility and gaining interest from social media influencers’ existing fanbases, brands and companies can gain life-long consumers.

Ronn Torossian
Ronn Torossian founded 5WPR, a leading PR agency..