Written by: Alexis Andreasik – Head of Strategy at IZEA
A recent Deloitte report offers an important insight for brands: “Deeper connections between consumers and their favorite creators translate to deeper consumer-brand trust.”
To build creator-endorsed campaigns that deepen brand trust, marketers need to keep several factors in mind.
One of the most essential is forming strong relationships with creators based on trust and respect. Recognizing creators as both creative individuals and growing businesses is crucial.
Since an influencer is creating content on your brand’s behalf, you might be tempted to micromanage the process. However, influencer authenticity drives success, so it’s best to give the influencer creative control. IZEA’s own research shows that authenticity is the No. 1 factor impacting the trust that consumers place in influencer recommendations, along with influencers showing how they use products.
Image source: Influencers & Amazon 2024
Creators today are looking for brands that respect their creative freedom and vision, according to the Deloitte report. This means marketers should be open to creators ideas and give them the autonomy they need to create authentic content that resonates with their audience.
Trust the influencer to lead the creative process. Remember, the influencer has spent a significant amount of time growing and engaging with his or her audience. Trust them to create content that represents your brand and resonates with followers.
Creators also value long-term support from brands. This suggests that marketers should aim for ongoing collaborations rather than one-off campaigns. This not only helps in maintaining a consistent brand message but also shows the creator that the brand is invested in their growth.
While you are compensating influencers for their work, showing your appreciation goes a long way in furthering your relationship.
About the Author: Alexis Andreasik
With a wealth of experience from prestigious agencies and renowned brands, Alexis Andreasik leads IZEA’s strategy team with a visionary approach. Her deep understanding of client needs drives innovative strategies that deliver tangible value, ensuring IZEA remains a trailblazer in the dynamic influencer marketing landscape.
