Audiences increasingly trust people over brands. A recommendation from a creator they follow carries more weight than a polished ad. Influencer marketing, partnering with those trusted voices, is moving from a novelty to a real channel as social platforms mature.
Why it works
Influencers have built genuine relationships with their audiences. When they share something they actually use, it feels like advice from a friend rather than an advertisement. That trust is the asset a brand is partnering with.
How to do it well
- Choose creators whose audience and values match yours, not just the biggest reach.
- Give them freedom to present your product in their own voice.
- Be transparent that the partnership is sponsored.
- Measure real outcomes, not just likes.
Key takeaways
- Trust is the real product in influencer marketing.
- Fit and authenticity beat raw follower counts.
- Transparency protects both the creator and the brand.
- Influencer Marketing
- Social Media
Written by
Valter Brandt
Chief Marketing Officer
Valter Brandt is the Chief Marketing Officer of ThisCom, working with clients across the United States and internationally. He has led marketing strategy through the major shifts in social advertising, mobile, content marketing, programmatic media, and marketing automation.
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