Know, Like, and Trust: How Influencer Marketing Checks the Boxes
The “know, like, trust” factor is a well-known idea in the marketing world. People like to do business with people they know, like, and trust, but taking those ideas and translating them into marketing messaging is easier said than done.
Influencer marketing has this locked down, however. What makes them successful as personal brands is the know, like, and trust factor, and by extension, they can extend the know, like, and trust factor in your brand.
Breaking Down Know, Like, and Trust
“Knowing” a brand is more than having surface knowledge about the name, logo, content, or brand. That’s merely brand recognition. Knowing means “getting” your brand – understanding why it exists and the problem it solves.
In order to truly know a brand, the brand must share information beyond the brand assets. This is done through more personal information, such as the story of how the brand came to be, its values, and the approach to work.
Influencers have this advantage because they present their authentic selves to the audience. They share information often, helping followers get to know them more intimately and feel that they have a thorough understanding of their values and work ethic.
“Liking” a brand is about connection. Someone who likes a brand appreciates and respects them. Maybe that comes from inspiration, new perspectives, an alignment of values and opinions, similar interests, or a similar sense of humor – the same as what makes us like friends and colleagues.
Of course, liking something is highly subjective. Edgy content with cussing or controversial ideas may work for some, but not for others. Helping people like your brand, in general, can be done by providing aspirational content, personal language, and personality. Content must also be valuable to the reader, not the brand.
Influencers get followers to like them by being open and honest. Take, for example, a beauty influencer who struggles with acne. They will show the world their flaws – and how they correct them – promoting a real and authentic image. This makes followers like them.
Trust is the big goal for brands everywhere. Consumers need trust to give a brand business, and it’s a challenging one to achieve.
Ultimately, trust is about actions lining up with words over time. Brands can promise a lot of things, but if they repeatedly underdeliver, consumers will lose trust. Brands can also enhance trust with reviews and testimonials from customers, showing prospects what the typical brand experience is like.
Influencers are careful with trust. Most influencers choose to work with brands and endorse products they believe in and have plenty of social proof to back up their recommendations and referrals. They’re also transparent and interact with their followers, making them more accessible.
Know, Like, and Trust Matter
Know, like, and trust are real emotional experiences that impact brand perception, but they’re not always easy to communicate in content and marketing campaigns. Influencers have the know, like, and trust factor built in because of their approach to their personal branding.