Ok, before you freak out at this new oxymoron called ethical influencer marketing, Take a seat. We know what you’re thinking. And let us tell you a little secret - it’s very much possible. Wait what? Yes! We, at wonderwork, deeply understand the importance of choosing influencers who align with your values and can authentically promote your brand. And we have a whole framework for it. ‘Nuff talking. Let's get started on building that trust!

Authenticity is key

When it comes to ethical marketing, authenticity is the name of the game. And our dear influencers are no exception. Does the influencer actually use the product? Is the influencer aware of the composition of the products? Is the review paid? Is the story true? These are all basic but very critical checkpoints you should tick before partnering with any influencer. Because these are all what your dearest customers ask themselves. Yes. remember, people can sniff inauthenticity from a mile away. So it's crucial to choose influencers who genuinely believe in your brand. Don’t worry, we’ll tell you how to do that as well. 

Transparency builds trust

We’re sure you have noticed words like ‘advertorial’, ‘paid’, ‘sponsored’ written on top of articles or videos. Right? They are to tell you that the brand and the influencer have collaborated. There has been a paid transaction behind the message. That’s transparency at its most basic level. And it’s super important. Why? Two reasons. First, your audience knows that it’s an ad and not, say, an editorial article. Second, once they have seen transparency, they are more likely to trust your brand. 

Choose the right influencers

Now, wtf is a ‘right influencer’? No, no we’re not getting political. The right influencer for your brand is the one who has a relevant audience. Simple, innit? Not so fast. More importantly, they must align with your brand values. You want something sustainable? But your influencer is all jet-hopping, fast fashion? Not the right match! To assess whether an influencer is the right fit, make sure they are aware of your brand’s values, vision, mission, and recent initiatives. This helps your audience connect the dots and realize that hey, this influencer must be really supporting this brand. That’s the sweet spot. Remember, it's not just about the number of followers; it's also about the degree of alignment with your brand. Take the time to research and vet potential influencers. Look at their history. Look at their ‘brand’ values. And then take a call. 

Prioritize long-term relationships

See, we both don’t like flings and one-time affairs. By fostering ongoing partnerships, you can establish a genuine connection between the influencer and your brand. Make each other synonymous. It will help the influencers demonstrate consistency and dependability to their audience, which builds trust over time. Plus, it shows your commitment to ethical influencer marketing rather than one-off promotional campaigns. Sweet cheers!

Embrace diversity and inclusion

Influencers unlike celebrities have niche audiences. And in each niche, there are different groups. And each group offers you invaluable insights and perspectives. Hence, influencer marketing should reflect the diversity of your audience. Look for influencers from different backgrounds, cultures, and perspectives. Sure, your marketing KPIs would mandate an influencer with a minimum 100k reach. But, your larger KPI is to cultivate trust. And that comes only after a long, inclusive and appreciative relationship. 

So, as you embark on your ethical influencer marketing journey, remember to prioritize authenticity, transparency, long-term relationships, diversity, and the power of micro-influencers. By doing so, you'll be well on your way to building trust and becoming your audience’s beloved brand. Want to get a head start? Psst, we have a magic tool. Hit us up and we’ll share it with you. Happy marketing!