Building trust with consumers is incredibly challenging, but essential for conversions. As consumers are inundated with content, influencers can help brands navigate through clouded waters. In fact, 63% of consumers trust influencer messages more than brand messaging. With this in mind, it is important for marketers to provide influencers opportunities that show and don't tell, and prompt the influencer to creatively represent brand or product value in their day-to-day. If a brand can effectively plant a creative seed and put up realistic guardrails to protect the brand’s integrity, an influencer can shape key messaging in a way they know will resonate with their audience. From the seed, concepts will blossom, and through a truly collaborative creative process between the marketer and the influencer, something that resonates with the target audience (but still stays true to the brand) will emerge. It comes down to trust and letting the influencers do what they do best–engage with their followers through unique storytelling.
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