Trust
It takes forever to build and only a second to lose. Read any research on millennials and the first thing you’ll see is that they value realness, trustworthiness and authenticity. A brand that is relatable and trustworthy is a brand they will get behind. While Millennials are one of the largest generations in history and are moving into their prime spending years, being authentic and trustworthy is not only a demand of Millennials, it is a human requirement.
Ask yourself which brands you really like and why. Why will you put up with one brand’s ads over another’s? Because you like their product, sure. But any one product is never a unique idea for long. What sets it apart from the competition? The brands accessibility and relatability to you.
We had some great conversations with our friends at VidCon and when it comes to creating branded content, the biggest point they all made was authenticity. These people have spent the past 10 years building a relationship with their communities, and they stand together when it comes to keeping it real.
Friends not fans
Let’s stop and take a look at two really big keywords here: PEOPLE and COMMUNITIES. Notice, I did not say stars and fans. The reason social influencers are so influential is because they treat their fans like friends who then become a community. A community cultivated by the creator being accessible, relatable, trustworthy, and authentic. Just like your friends will call you out when you do something that is not “you,” these communities who follow these creators on a weekly, sometimes daily basis, will not hesitate to call them out when they see branded content that they know is just for a paycheck.
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