Additionally nearly 30% of respondents said influencers are fake and many mistrust and are skeptical of influencers.
“Retailers should recognize that their best marketing is their authentic community's word-of-mouth advertising, and the best advertising today is photos and videos,” Adam Dornbusch, EnTribe’s founder and CEO, told Retail Leader. “By creating a one-on-one relationship with their community, they can build an army of authentic creators that can be an extension of their marketing team. They can be activated any time new campaigns are needed.”
Nearly 40% of respondents also said influencers negatively impact their perception of a brand.
“Brands need to be very careful about authenticity,” Dornbusch said. “ It is very easy for an influencer to cause harm to a brand, but if the influencer is truly an advocate of the brand and its products/services and can come across as authentic, there still can be value there.”
While authenticity and being organic is important, Dornbush cautioned that just because an influencer meets the target demographic and psychographic criteria for the brand, does not make the influencer an authentic source of reliable information. “Audiences today can see that,” he said.