Influencer Marketing: Building Trust | by Pazqal Eriq

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In the times we have found ourselves, influencer marketing is one of the most logical ways to advertise a product and reach a desired audience because most people are on social media keeping up with their fave personalities. Though this is an effective way to grow awareness and create a brand image, it could easily take a left turn if not done well.
In this article, I will speak on the importance of “trust” in influencer marketing that affects all the affiliated parties positively or negatively depending on the strategy used. As a brand content strategist and social media manager that has worked in the tech, fashion and beauty industries, I will use skincare brands as a case study.
Skincare products have an effect, be it to help with pigmentation, clear acne, etc. The effects are the selling points, whatever they may be, and as a brand, If you believe in the effectiveness of your products, building on the trust of your customers should be easy and the main aim of your marketing. Effective marketing should not only acquire new customers but also retain them. There has to be a clear display of your product taking effects in real-time. This is where the influencer comes in.
Being someone with naturally clear skin and no consistent skincare routine (this I am not proud of by the way), People say this is ruining my chances of a skincare brand deal but, I think it is very dishonest to make people who already have naturally clear skin brand ambassadors for skincare products. It is also not logical as people with naturally clear skin are not the target audience you hope to reach.
As I have advised a few brands, a brand can grow with a micro-influencer in a mutually beneficial business relationship. Find a micro-influencer whose skin visibly has acne and who can give a step-by-step use of your product engagingly and entertainingly, and have them do daily, weekly or monthly routine videos (I will advise hiring a content strategist to outline possible content formats/ideas). This content gives the audience a sense of belonging in the process displayed. It proves that both the brand and the influencer respect the opinion of the possible customer. It triggers emotions valuable in customer retention. The trust established is why people say, “I have been using this for months and it works”. This strategy grows your customers even more through word of mouth because people believe what people they know say.
There is always the argument that most macro-influencers with the following a brand wants already have clear skin and the micro-influencers perfect for the job do not have a large enough following. I ask if you want something done fast with the possibility of it ruining or done gradually to form a solid foundation. Remember that customers do research, if they find out the influencer does not or did not suffer from any skin-related issues, the trust will die or not exist. Remember to have patience and trust the process. You might think you need an influencer with a large following. However, it is necessary to build a brand image first with a growing audience that leads to loyalty. Some content strategists will argue that micro-influencers have a more loyal fan base than mega-influencers. Thought?
I will end this with a reminder that this doesn’t just apply to skincare brands. Many brands in the industries I’ve mentioned can use this strategy and others I have and will eventually share. Please feel free to reach out to me with inquiries about content strategizing and my services. Thank you for reading.
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