By now, most brands have embraced the power of influencers on social media. In many cases, a brand can live or die by influencer reviews on social media. Paying popular influencers to endorse products on social media has become a frequent practice, but customers are no dummies. They know authenticity when they see it—and when they don’t.
There is a better way to harness the power of influencers. Needle helps brands recruit their most passionate and knowledgeable influencers (advocates) to chat directly with customers on their website to help answer questions and help shoppers in their time of need to find the product they are looking for.
A question that often arises is how brands can trust these influencers to represent them appropriately to their customers. Part one of the answer is there is no such thing as a bad brand advocate. The second part is the importance of being willing to trade complete control for true authenticity in customer interactions. Paul Mah said it best in his CMO Innovation article, 3 top mistakes CMOs make with influencer marketing.
“A common mistake some brands make when executing an influencer marketing campaign is to furnish too much in the form of canned statements and pointers to the influencers. When some feedback and guidance is necessary to get the ball rolling, too much spoon feeding can backfire by harming the authenticity of the influencer.
As it is, marketers must make a conscious effort to loosen the reins over their influencers, and allow them to share about your brand in the way they have always communicated.”