Influencers integrate trust in a brand
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Influencers integrate trust in a brand

Influencers integrate trust in a brand

Regional businesses are no longer only relying on corporate jargons to promote and sell their products and services

  • 63% of businesses who budget for influencer marketing intend to increase their spending over the next 12 months
  • Brands with higher social maturity are leaning more on public social networks for top-of-funnel awareness campaigns and brand building to increase their reach
  • A recent PwC report estimated that “personality-driven marketing” will reach up to $10 billion across the world by 2020

By" Mauro Romano: CEO. Arabclicks, the GCC's prominent affiliate program, providing game-changing solutions for the e-commerce marketing industry in the Arab world. 


Trust comes first. This is especially true for bonds and brands. In both cases, only authentic human communication helps in developing mutual confidence that is crucial for sustainable and long-term relations between the two parties. Businesses are no more relying only on corporate jargons to promote and sell their products and services.

Brands are increasingly turning to influencer marketing to increase their customer base. Latest reports suggest that 63% of businesses who budget for influencer marketing intend to increase their spending over the next 12 months. An increase in popularity of influencers is also evident from the fact that the consumers invest more time in them, build rapport and seek their advice about products and services. In this backdrop, integrating trust within all marketing efforts becomes all the more important.

Read: Influencer Marketing Maturation: Long-Term solutions to fighting follower fraud

Again, brands with higher social maturity are leaning more on public social networks for top-of-funnel awareness campaigns and brand building to increase their reach. Private social networks are also playing a crucial role in strengthening the bonds between customers and corporate houses. 

However, the role of individual influencers cannot be downplayed in brand promotion. One needs to come out of the common perception that influencers are lazy and entitled people who make their way off free products for reviews on YouTube or a selfie on social media. But that’s not the case. 

Read: Over 53% of influencers in the UAE use artificial methods of Instagram growth

Influencers, in general, are no less than celebrities in the cyberspace with a huge fan following. Even “micro-influencers”, having 5,000 to 50,000 followers, have potential to woo huge number of customers for local businesses. Multinational brands that once used to focus only on popular personalities are now engaging local influencers as they are both less expensive and more personalised.

A 2018 study by the World Federation of Advertisers highlighted that 65% of multinational brands planned to spend more of their advertising budgets on influencers. A recent PwC report estimated that “personality-driven marketing” will reach up to $10 billion across the world by 2020. Yet another study pointed out that Instagram and YouTube remain the most popular platforms for influencers.

In the UAE, more than 55% of the people recently surveyed by YouGov said that a brand with a social media presence or one backed by influences would make them trust it more. Around 70%of them confirmed that they trust verified social media accounts for financial transactions. Another set of 57% UAE residents, according to the latest survey, suggested that they are more likely to buy from accounts that have an influencer campaign.

However, the challenge for brand marketers is to ensure that influencers understand their requirements while telling the story of a company or a product in their own words and style. If done right, influencer marketing marks the renaissance of word-of-mouth networking. An established influencer now plays the role of the trusted friend of a consumer. Thus, influencers of all kind play a crucial role in boosting faith in a brand. The right choice of influencers can do wonders for corporate houses.

Author
AMEinfo Staff

AMEinfo staff members report business news and views from across the Middle East and North Africa region, and analyse global events impacting the region today.

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