Is The Digital Eco-System Doing A Full 360?
Here at Vouch, we believe in authentic influencer activity. Not only does generating fake influencer content wreck the current system, but it can also significantly undermine your brand if people find out what you’re doing.
So what can honest and honorable companies (with genuinely fantastic products) do to leverage influencers while at the same time be taken seriously by customers?
Success is in using a combination of approaches. While it’s true that customers don’t trust influencers to the same degree as they used to, they still like to consume their content. People want to look at pictures on Instagram, view videos on other social media channels and consume exciting and entertaining content.
At Vouch, we’ve noticed a change in consumer behavior. Rather than taking an influencer’s word for the greatness of a particular product, they’re now using Google search to find reviews from their peers to back up the claims. Consumers want to read real testimonials about products they want to buy to see if they are as good as the influencers claim.
This change in behavior is having a knock-on effect on the digital marketing ecosystem. PPC advertising is once again gaining traction as consumers switch out of the influencer environment and over to search. PPC displays alongside resources which users use to confirm that what the influencer says is authentic. Companies need to position themselves alongside positive reviews and testimonials to facilitate the buying process.