Why you should build relationships backward (and how)

"A stinging 53% of consumers outright distrust paid endorsements, according to a recent survey by the global service marketplace Clutch. And the better polished the content was, the more suspicious it looked. What's more, 41% of consumers weren't sure whether they trusted influencers more than brands. Which is really awkward because... wasn't influencer marketing supposed to be the silver bullet against brand backlash?"

"She believes that the high number of scattershot paid posts created by one-off marketing campaigns have turned skepticism into a monster. So maybe the real silver bullet was the friendships we made along the way. No, really. Laxsav says the solution to the influencer backlash is building authentic relationships with content creators and/or partner brands that deeply understand your audience."

53% of consumers distrust paid endorsements and 41% are unsure whether influencers are more trustworthy than brands. Highly polished sponsored content increases suspicion. A surge of one-off, scattershot paid posts has eroded consumer faith in influencer marketing. The recommended remedy is to build authentic, long-term relationships with creators and partner brands that deeply understand the target audience. Brands should prioritize trust by fostering ongoing collaborations instead of one-off activations. A backward approach—creating opportunities for creators and co-developing content and campaigns—can produce more credible, resonant content and stronger brand awareness.

Read at Hubspot