Celebrity product endorsements are nothing new. Motivated by money, they use their position and fame to sell a product based on notoriety and hype rather than quality. This can still be seen today with influencers on social media leveraging the size of their following to give products a boost of awareness. Sometimes these campaigns go viral. But most of the time, the campaigns provide only a temporary awareness lift, and the product doesn’t live up to the hype.

When you want to increase brand awareness and build a relationship with your shoppers, should you simply use an influencer like every other company? Or instead, should you partner with a product education platform that acts as a promotional video production company to connect your brand with qualified category experts who actually already use and love your products? Not only will they match you with qualified experts, but they act as a promotional video production company, creative director, strategic partner, and provide a media strategy.

Here’s everything you need to know about the influencer marketing model and how your brand can stand out from the crowd with industry experts.

Influencers Can Be Risky

Social media has given influencers the clout and the space to promote products, but many consumers, especially the younger generations, doubt the credibility of their recommendations. In fact, 87% of consumers doubt that influencers even use the products that they’re selling and the most prominent skeptics are Gen Zers. Nearly all (93%) say its likely influencers don’t even use the products they sell; that’s more than any other generation.This leads to a majority of consumers purchasing a product but having a negative experience.

A commonly cited reason for their dissatisfaction is that the product didn’t match the influencer’s claim. As a result, nearly a third of consumers who purchase a product based on an influencer’s claims end up returning their purchase. The repercussions of returning an item could have lasting consequences, especially for how consumers view your company. If they don’t think your brand is trustworthy, they may be less likely to make a purchase in the future.

Proper Product Information

Products are often returned because they don’t match a customer’s expectations. An expert can give accurate, relevant product information because they have a deep understanding of the product and actually use it. They can better communicate what makes your product special because they’ve lived with it. Shoppers don’t want to be burned by misinformation or fake, anonymous reviews. Experts can help avoid that.

Make an Impact

When you produce videos about your products you want to properly educate your shoppers to make sure they understand its’ use cases so they can make sure your product is right for them. By partnering with a product education platform that also acts as a video creative agency to produce content for your products, you want to make an impact on your consumers’ lives. It’s not just about having a slightly better product—you need to make a difference in their daily routine. Can your product help improve someone’s overall wellbeing? Their community connection? Help protect the environment? Was it made sustainably?

Enlist professionals as part of your content to show how your products can change your customers’ lives in lasting, tangible ways. It’s an excellent way to help show what your brand stands for while explaining everything there is to love about your products. These professionals who use your product are passionate, and their authenticity comes through the videos.

Shoppers Want Authentic, Credible Sources

Since the early 2010s, influencer marketing has been rocked by scandals. From fake followers to bots, social media users are becoming more skeptical of influencer marketing. On top of that, many influencers are simply famous for being famous, having adopted platforms early and built massive followings. This, however, does not necessarily mean they have the expertise or experience to definitively recommend your products.

Consumers are looking for content with experts who really use the products they recommend. They are credible and authentic, able to critique products properly and show exactly how they work. Skip the influencers, and partner with an explainer video production company to connect with dependable professionals instead.

About The Desire Company

Honest advice matters more than ever. In a sea of influencers who don’t use the products they promote, The Desire Company endeavors to provide transparent advice and unscripted insights from real experts. These experts share hard-earned knowledge from their dedication to the industries they know best. The Desire Company creates video content focused on products the Pros actually use and swear by. Expert testimonies allow your brand to evaluate useful feedback and qualified opinions while also giving your products the authenticity they need to stand out amongst all the misinformation. You can share wisdom that’s typically reserved for those in the know directly with your consumers. That’s how they can stay informed, not influenced.

Learn more about why you should make content with experts instead of influencers at https://brands.thedesirecompany.com

Original Source: https://bit.ly/3IeFibC