We Trust Influencers Just as Much as Friends

We Trust Influencers Just as Much as Friends

Influencer Marketing
Modern Marketing
Social Media Marketing


Who are the people you call when you need advice, count on to tell you the truth and are always just a phone call away when you want to share some exciting news? You guessed it, your friends. These are also the people you share product opinions, favorite restaurants, and must-have deals with on a regular basis.

It all comes down to trust. You trust your friends, right? The latest research from analytics firm Annalect, shows we have the same feelings of trust toward social media influencers. You know, those people we follow on Instagram or Facebook who are just like us and we aspire to be like. Historically, brands solely relied on celebrities to endorse their products, but now influencer marketing includes those with a certain amount of brand knowledge, reach, and respect. Read on to learn how to maximize the potential of social media influencers and build more trust among their fans.

Social Media Relationships & Trust Building

Who better to help spread the word about your products than those who are the ultimate connection between your brand and the consumer? Influencer marketing puts your products and brand in the hands of those who have the power to sway purchasing habits and magnify your audience reach.


According to a joint study by Twitter and Annalect, “Around 40 percent of respondents said they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine or YouTube.  Also, 20 percent of respondents said they shared something they saw from an influencer, while one-third of millennials say they follow a creator on Twitter or Vine.”

In addition to learning that social media stars and friends have an equal pull in their ability to build consumer trust, Twitter and Annelect found that recommendations from influencers were more likely to go viral, with 20 percent of respondents saying an influencer’s tweet would inspire them to share a product recommendation.

Why Influencer Marketing

The reason influencer marketing works is because it’s built upon authentic relationships between the consumer and influencers. There’s mutual trust and passion behind what they’re communicating and sharing. It’s cost effective and easy to measure and prove ROI. If you’re hesitant to give it a try, just remember that according to social media analytics firm Simply Measured, 92% of consumers trust recommendations from personal connections, while only 33% trust ads.

What to look for in an Influencer

Influencers no longer have to have celebrity status or simply have the most followers. Companies are focusing more on how an influencer engages with their followers, while finding great success tapping into that magic middle tier of influencers. These aren’t celebrities or people with 50 followers, it’s those with thousands or tens of thousands of followers who are passionate about the same topics. It’s important for brands to build relationships with their influencers and make them feel like part of the team. Storytelling, content creation, and influencer marketing are just a few elements that have caused brands to rethink their marketing strategies and implement these new digital marketing strategies to stay ahead of the competition.


The numbers don’t lie: It’s pretty clear influencers have just as much pull as your friends. We trust them and look to them for recommendations and reviews. As ads become less trustworthy and harder to justify in your budget, it’s important to consider adding an influencer marketing play to your arsenal of digital marketing strategies.

Written By

Katie Carlson , Contributing Author

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