The Future of Influencer Marketing: Lessons from Deesha Laxsav
In today’s marketing landscape, influencer trust is in serious decline. Deesha Laxsav, a Senior Manager of Brand Marketing at Clutch, shares innovative strategies that challenge conventional methods of influencer campaigns.
Understanding the Trust Crisis in Influencer Marketing
A recent survey revealed that 53% of consumers do not trust paid endorsements. This skepticism arises particularly toward polished content, with 41% unsure if influencers are more credible than brands. Despite the challenges, Laxsav argues that brands should adapt their approach rather than abandon influencer marketing altogether.
“Consumer trust in influencer marketing has taken a hit,” Laxsav explains. Instead of giving up, the focus should shift towards building meaningful partnerships with creators who truly understand your audience.
Building Authentic Relationships
Laxsav emphasizes that authentic relationships with content creators can help combat skepticism. Many brands treat influencer collaborations as one-off transactions, leading to superficial connections that consumers easily spot.
“The key is not just to make a post,” she asserts, “but to develop long-term partnerships.” This strategy fosters genuine connections that resonate with audiences.
Flip the Script: Creating Opportunities
Traditionally, brands ask influencers to create content for them. However, Laxsav suggests switching this approach. Instead, she advocates for inviting influencers to participate as guests on brand channels, thereby allowing them to share their insights.
By producing the content, brands can provide influencers with shareable material, reinforcing the relationship and ensuring mutual benefit. “We create promotional toolkits,” she notes, “to enhance our collaborations.”
Move Beyond One-and-Done Thinking
Laxsav challenges the mindset of making influencer partnerships a one-time event. “Building relationships is more important than immediate content distribution,” she insists. Even if a campaign doesn’t yield immediate results, the connections made can prove valuable in the long term.
She encourages brands to pursue consistent collaborations instead of temporary spikes through high-profile influencers. “Today’s audiences prioritize transparency and real value,” Laxsav concludes.
Conclusion
Deesha Laxsav’s insights offer a refreshing perspective on influencer marketing. By focusing on authentic relationships, creating meaningful content, and engaging with influencers as partners, brands can not only regain consumer trust but also foster deeper connections that stand the test of time.
Related Keywords:
Influencer marketing strategies, brand partnerships, authentic marketing, content creation, trust in marketing, long-term collaborations, social media engagement.
