Why Influencer Content Performs Better
Prior to the ascendance of social media, companies spent a lot of capital on celebrity endorsements. For decades, the thinking was that everyone loves celebrities, and if a celebrity we admire tells us to buy something, we’re more likely to do just that.
Today, people don’t believe much of traditional corporate advertising, and they no longer trust the paid celebrities those corporations hire. That’s the difference between paid endorsers of a previous era and the influencers of today. Influencers are like a friend or neighbor telling you how much they love a product. Influencers present content that feels real, which tends to resonate more than branded ads usually do.
According to Stack Influence, influencer marketing has a number of important strengths that set it apart from traditional ads:
Influencers typically have already established trust with their followers. Their recommendations are perceived as more genuine and relatable compared to traditional branded ads, which can feel more promotional.
Engaged Audiences
Influencers cultivate dedicated communities around their content. Their followers are often highly engaged and interested in their opinions, making them more receptive to the products or services being promoted.
Storytelling
Influencers excel at storytelling, weaving products into their personal narratives in a way that feels natural. This approach resonates more with audiences than straightforward advertisements.
Niche Targeting
Influencers often cater to specific niches or demographics. Brands can partner with influencers who align closely with their target audience, ensuring that the content reaches the right people.
Creative Content
Most influencers are skilled content creators who understand what resonates with their audience. They can produce visually appealing and entertaining content that captures attention more effectively than standard ads.
Less Intrusive
Influencer content is often integrated seamlessly into the social media experience, making it feel less intrusive than traditional ads. Followers are more likely to engage with content that feels organic to their feed.
Omni-Platform Reach
Influencers typically have a presence on multiple platforms, allowing brands to reach audiences across different channels through a single partnership.
By leveraging these advantages, influencer content can generate higher engagement, brand awareness, and conversions compared to traditional branded ads.
Humanized Content Drives Higher Interaction
Influencer posts don’t feel out of place in a social feed. They read like normal, everyday conversations, and that’s a big reason they spark more engagement. The influencer’s voice is relatable; they make an emotional connection, they build a community, they encourage feedback and conversations, and they share their values and beliefs which are usually like that of their audience.
By focusing on humanized content, influencers can create deeper connections with their audience, resulting in higher interaction rates and a more engaged community.
Influencer Formats Match User Behavior
Reviews, tips, unboxings, and quick lifestyle clips are exactly what users are already watching. These formats deliver value quickly and feel authentic.
According to Influencity, influencers provide users with five content formats that are very familiar to anyone who uses social media:
Short videos, including Reels, TikToks, and YouTube Shorts, are currently dominating the social media landscape and can be strategically used by influencers.
Carousel Posts and Multi-Image Content
Multi-image content, such as carousel posts and slideshows, is an excellent way to maintain audience engagement. Since users must slide or tap through these posts, they tend to stay longer and interact with the content.
Long-Form Video
While short-form videos may be currently popular, longer videos can be equally effective. This is particularly relevant when promoting products that consumers don’t typically purchase impulsively.
Live Streams and Q&A Sessions
With their real-time interactions, live streams and Q&A sessions are another effective influencer marketing content format. Unlike other formats, live stream conversations aren’t edited or pre-recorded, which adds authenticity.
User-Generated Content and Influencer Collaborations
Often, everyday consumers can play the role of an influencer. Some of them may have a significant following, making them nano influencers. Their content about your brand can be highly effective in building brand trust and credibility.
Authenticity Matters More Than Production Quality
Audiences prefer real moments over staged content. The unfiltered style of influencer posts feels trustworthy, and that honesty drives stronger results.
Social Media Today reports that 90% of consumers say that brand authenticity is important to them. So what can you do to achieve that authenticity? Idea Rocket gives a few tips to ensure authenticity in posts. Here’s a short list on how to get started on being credibly authentic:
Don’t try to copy someone else’s model. The biggest obstacle to authenticity is trying to replicate someone else’s success. Have something unique to say that’s different from what others are doing.
Be Relatable
High production quality can sometimes create a barrier, making content feel unattainable or unrealistic. Authentic content, even if less polished, resonates more with viewers who can relate to the creator’s experiences.
Be Adaptable
Authentic content can be produced quickly and adapted to current trends or events. This flexibility allows creators to stay relevant and responsive to their audience’s needs.
Keep It Simple
Flashy graphics, lavish soundtracks, and theatrical characters can distract from the story. If they enhance the story, keep them. If removing them doesn’t harm the story, remove them.
While production quality can enhance the visual appeal of content, authenticity is what truly resonates with audiences. It builds trust, fosters connections, and encourages engagement, making it a crucial element in successful content creation.
If you’re looking for the right influencer for your brand, the experts at McFadden/Gavender can find popular influencers that will provide the authenticity needed to make a big impression on the specific audience you’re trying to reach. Get in touch with us today and let us take your brand further.
