Trust Series | Be Real & Relatable with Influencer Marketing

August 17, 2020  |  Sarah Schmidt, Lauren MurrayJulie Caan

Thinking Big

Here’s what you’ll learn:

Influencer marketing is a powerful strategy for brands to drive awareness, credibility and trust with their audiences. And, while modern influencer marketing may have its roots in over-the-top production, the trend towards more authentic content began a few years ago and continues to be the foundation of today’s most impactful campaigns.

This transition brought a shift from dream-like content to aspirational content — something audiences could not only identify with but also achieve. Suddenly we were invited into lived-in kitchens, filter-free family photos and conversations about the messy parts of life. The past six months have only accelerated this evolution and proved that real, relatable and honest narratives are here to stay.

With consumers now spending up to 50% more time on social media (Source: Harris) than they did pre-pandemic, influencer marketing has proven to be an essential — and resilient — marketing strategy. Beyond selling a product or service, it’s a powerful way for brands to show empathy, provide value and meet audiences right where they are. Better yet, it works:

While highly effective, all influencer partnerships are under heightened scrutiny, with demands for brands and content creators to use their platforms to not only share the latest trends, but also inspire, educate and speak out on societal issues. So, whether you’re looking to promote a product or spark a movement, there are several things your brand should consider before engaging in influencer marketing efforts. Here’s a round-up of our top tips:

Listen: Get to Know Your Audience and Influencer Partners on a Human Level

Speak: Embrace the Power of People Appealing to Other People

Engage: Take an Active Role Every Step of the Way

There’s never been a better time to drive impact and produce relatable narratives with influencer marketing. Are you interested in creating an influencer strategy that will help your brand thoughtfully enter the conversation and build trust? Let’s chat. Contact Sarah Schmidt at [email protected] and Lauren Murray at [email protected].


is Vice President, Earned Media at BVK


Lauren Murray is a Director, Earned Media at BVK


Julie Caan is an Account Supervisor, Public Relations at BVK

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