Consumers will continue to follow influencers as sources of information and inspiration as long as they feel trust is part of the value proposition. We believe that trusted influence—the thing that inspires taking action—is built on real relationships, and it’s these trusted relationships that influencers of all sizes and specialties should be judged by.
And it’s not just the relationships between consumers and influencers— but between influencers and brands as well. We believe that these relationships are also built on mutual trust and an alignment of values. Thirty-five percent of the consumers we surveyed say they pay attention to and trust what influencers say because they share their values. When brands and influencers align, they possess the potential not only to amplify influence and engage targeted audiences, but also to co-create cultural relevance for the brands they partner with.
Sourced Ann Newland, Edelman Influence.
