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Paid influencer marketing has been a go-to strategy for SME’s, and even non-profits over the last few years. And for good reason – it’s proven to be more effective than other paid advertising campaigns.
But now many digital marketing experts suggest that long-term, organic brand ambassador marketing is likely to be even more effective than short-term paid influencer marketing.
Genuine Referrals
The reason for this is twofold. Firstly, genuine referrals from trusted sources have a much higher engagement rate. Secondly, critique of ‘fake influencers’ is on the rise (with the public regularly rushing to accuse certain celebrities of not actually using the products they’re advertising!)
Put simply, brands that lean too heavily on paid influencer marketing run the risk of not appearing genuine. While using influencers with a large following might be tempting, paid influencer credibility is much lower than that of brand advocates. Friend and family recommendations are still the most trustworthy by far.
Authentic Reach
It’s all about authenticity. Consumer expectations are at an all time high, and real reviews and recommendations are everything. Fanweave is ahead of the curve on this.
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