The Importance of Trust
The Importance of Trust

In Influencer Marketing… Just over 3 week’s ago in Manchester, almost 100 of the region’s business figures gathered to mark the Digital City Festival and the opening of Digital City Expo 2020.

With TAKUMI’s recent partnership 🤝 with More Media Sales, the exhibition was the perfect opportunity to be able to meet with companies based in the North of the UK 🌍 to understand more about their marketing needs.

Across the two day exhibition, TAKUMI team spoke to delegates who came to visit the stand to find out more about influencer marketing. It was a great chance to get an understanding of people’s perception of influencer marketing and how they can incorporate it into their marketing plans 🗓️ moving forward, to encourage exposure and brand awareness.

During the exhibition, the team sat in on several seminars 🎙️, in particular, one we made note of was the ‘Hootsuite’ with Customer Advocacy Strategist, Hope Kerby, discussing social media trends to come in 2020📈. It was great to listen to other like-minded professionals within the marketing industry to discuss their thoughts 💭 and insights 💡into the future of social media.

With the likes of TikTok being the hot topic of conversation 🗣️ throughout the exhibition, Hope, along with many other speakers echoed how the platform that boasts more than 800 million monthly active users, will continue to rise 📈 and bring valuable insight into the future 🔮 of influencer marketing.

Day 2, saw TAKUMI took to the stage 🎤 to discuss the importance of ‘trust’ in influencer marketing.

With the launch of TAKUMI’s recent whitepaper 📖 — a report that surveyed over 4,000 influencer, marketers and consumers from the UK 🇬🇧 , US 🇺🇸 and Germany 🇩🇪. We spoke about some of the key points around trust that we found. The key takeaways were 🗒️:

1️⃣ Over a quarter of UK 🇬🇧 and US 🇺🇸 consumers (27%) trust social media influencers more than high profile public figures /celebrities that promote brands which are relevant to them, with 1 in 12 (8%) strongly agreeing.

2️⃣ This rises to over a third (35%) of German 🇩🇪 consumers surveyed reported they trust social media influencers more than high profile public figures/celebrities, with 1 in 10 (12%) strongly agree. Which is fairly extraordinary for a fledgeling industry.

3️⃣ A massive 91% of 16–24-year-olds in the UK 🇬🇧 and US 🇺🇸 credited advertisements on social media with influencing their purchasing habits.

4️⃣ Further, 60% of this age group credited influencers on social media with driving purchases within the last six months. Showing the importance of influencers working only with brands they know, trust and who are authentic to their following.

We went on to discuss how in the UK 🇬🇧 and US 🇺🇸, 67% of consumers said they would unfollow an influencer if they discovered they had incorrectly labelled posts, along with 57% of the German 🇩🇪 consumers surveyed. This shows that for influencers, consumer trust is hard to win — but easy to lose. 😲😲

Digital City Festival saw over 4,300 people attend which was an exceptional result and showing the promise for the future of the festival. Looking forward to 2021 🤩!!

If you would like to find out more about ‘trust and authenticity’ in influencer marketing, you can download our whitepaper 👉 here.

By Sophie Lee, Marketing Executive