What Marketers Need To Know About Authenticity In Influencer Marketing?

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Authenticity In Influencer Marketing

What Marketers Need to Know About Authenticity in Influencer Marketing

Authenticity in influencer marketing - Influencer marketing makes use of the influencers to bring the product out and make sure they represent the brand or the business. This type of marketing will aim to bring the target audience through the means of an influencer who has a say and expertise. An Influencer has a lot more to do than just tell the audience about the product and the services they offer. The influencers will have to put a lot of effort into the product's content and maintain the tone. Being authentic is the main key to becoming a worthy influencer.


Digital media has seen some drastic changes over the past couple of years. The online medium growth has seen a significant rise in influencers and the rise of influencer marketing platforms. This has also led to a significant need for a credible database.


Influencer marketing has often been overused and overhyped in the marketing industry.

It still does not mean it is a waste of time, money for the marketers. The first step is to select the right set of influencers and not waste or go overboard on the budget. No one can afford that in today's marketing environment.


You need to spend a lot of time and make sure to have enough resources to check the authenticity and the quality of the influencers. In the current world, there is a database of close to 19 million active influencers.


For close to 5 years, authenticity has become more of a lucrative word amongst marketers, brands, and influencers. Every now and then, we come across AUTHENTICITY as a big catch.


In a recent Influencer Marketing Survey, it was seen that Influencer Marketing's top benefit is to entail creativity and making the authentic content more about the brand.


Here are some useful ideas to keep in mind when you are keen to know how authentic the influencers are in influencer marketing.


Select the right influencers for your product

You have to make sure you check on some past products the influencers have marketed. Check on how original their brand name is. Most of the campaigns have achieved great success with the help of micro-influencers. Your main purpose is to maintain a proper set of traffic and engagement with your brand among the influencer's audience. You should also have an idea to work with micro-influencers because there are times when the engagement rates are quite higher than the big shot celebrities.


AQS (Audience Quality Score) is a metric to identify the influencers' more and perform an in-depth analysis of quality. AQS is bound to find out the metrics, and it is split into 4 categories:

  • Engagement Rate: Shows the percentage of those who are engaged with the influencer's content.
  • Audience: Shows the active audience and the percentage of people among the influencer's followers
  • Inauthentic growth: Shows the activities that are abnormal among the followers.
  • Authentic Comments: This shows the percentage of comments from different accounts that do not get thoroughly engaged.

So, marketers should know the use of metrics to find out the right set of influencers and even have their own set of internal metrics based on different influencers, their visibility in the industry, and their appearance in the public media. We saw the importance of Authenticity in influencer marketing.