Brand marketers need to be vigilant and follow certain criteria when choosing influencers for their marketing strategy. Honesty remains to be a top priority. For instance, brands in Saudi Arabia consider the ability to portray a realistic life, provide evidence and data and share personal experiences as the top 3 drivers for trusting creators. Here are a few ways that can help brands to enhance their loyalty:
- Brand marketers can build trust by working with influencers who are authentic and create a connection with their audience through effective behaviours such as talking about their mistakes and lessons learned, providing evidence and facts about their topics, and openly sharing their real lives, not just curated lifestyles.
- Transparency is a must for brand and influencer partnerships. Customising content disclosures for the audience goes a long way. Prefer hashtags and Sponsorship watermarks over captions and voice overs.
- Marketers can position influencers as trusted partners for audiences in their brand decision making journey, and this can be amplified on platforms like Snapchat where brands can lean into users’ attraction to personal connections.
Commenting on Snapchat’s offerings, Rasha El Ghoussaini, Head of Agency, Snap Inc. MENA, said, “Snapchat is that special place where people stay connected with those who matter the most to them on a daily basis from family to friends and their favourite creators, and we see that with users in the GCC, Snapchat is visited over 45 times a day, making it the most frequently used app throughout the day.”
Martech