The Future of Bloggers & Influencers. Authenticity Matters!
Many influencers rely on brand partnerships as their main source of income, rather than relying on organic engagement with their followers. This has led to some influencers promoting a product or service regardless of whether they like the product or even if the product is relevant to their followers. This has resulted in a situation where influencers are often seen as little more than walking billboards and this is not something that will be sustainable in the long-term. The issue of some influencers becoming walking advertisements has led to a decline in the online influencer market in 2023. Consumers are beginning to be more discerning in who they choose to follow and trust.
Using influencers to drive brand awareness and sales is still an effective marketing strategy for many brands, including Lilywho. By leveraging the power of influencers, brands can reach their target audience and create an emotional connection with their customers, increasing engagement and ultimately, sales. The key to successful influencer marketing is selecting the right influencers. This is becoming increasingly difficult. Choosing the wrong one can be a huge waste of money, time, & resources, for any brand.
As an online consumer, it's easy to be overwhelmed by the sheer number of influencers out there, all vying for your attention and pushing the many products that they endorse. It can be difficult to differentiate between genuine influencers who are truly passionate about the products they promote, and those who are simply out to make a quick buck. Authenticity is key, as followers can spot a disingenuous post from a mile away, so it’s important to select influencers who are a genuine fit for the brand. Genuine influencers will be passionate about the products they promote. They will be open and honest about what they are pushing and will be unafraid to share their own experiences and opinions. They will also be seen wearing or using the products they promoted, long after their paid deal with a brand is over. That’s worth more to a brand than the actual paid promotion.
On the other hand, shady influencers will be pushing products that they would never actually wear or buy themselves. They will be more focused on making a quick buck than on providing honest feedback.
Ultimately, it's up to the online consumer to discern between genuine and non-genuine bloggers.
At LilyWho, we believe that authenticity is key. We always try to work with influencers who truly love and wear our brand. We want their followers to see the excitement and passion in their posts, and to know that they are genuine fans of LilyWho. We don’t expect a paid influencer to only wear Lilywho, but we do need there to be a genuine interest in the brand. We believe that this is the key to a successful and long-lasting partnership. On occasions in the past we have worked with influencers who were promoting Lilywho and saying it was their favourite brand on Monday and by Wednesday were pushing another Jewellery brand. This isn’t what we want. Of course people are allowed like more than one brand and we don’t insist on a lifetime commitment, but we also don’t want to look silly. We have a really great product that can rival the best, so there needs to be a level of respect.
In the future, we believe that bloggers and influencers will continue to play an important role in the jewelry industry, but it's we will prioritize authenticity and genuine relationships.
Love Lily x