What brings more value, Trust OR Reach ? In Influencer Marketing

What brings more value, Trust OR Reach ? In Influencer Marketing


Trust and Authenticity is a must in Influencer Marketing. If you are planning to succeed in the world of Influencer Marketing, you should not always be relying on your reach driven strategy. Engagement, Trust and Authenticity are equally important. The needs of consumer evolve, so Influencer marketing has to evolve to match up with those needs.

Let’s have a view on what are the different important parameters which are involved when we are selecting an Influencer for our brand. Is it face, name, or popularity? 

Or sum all that up and focus on the two aspects-

What is more, Important Trust or Reach !!!!

Your Influencer strategy should include some elements that give your brand the opportunity to build trust with your customers – they can offer real-talk, useful information and some personal experience with your products or services. You can only expect conversions when people begin to recognize and see your brand at the right place and with the right Influencer which can complement your product or services. It doesn’t matter if the influencer has a huge reach or not. But if he has a small community but more engagement then he is the right fit for you. 54 % of consumers believe the smaller the community, the bigger the influence.  

To get this right you need to focus on your Influencer marketing strategies. Which we will be discussing further:

Line up your brand with the right influencers:

Who is the “Right Influencer”? He is someone who –

  • Is trustworthy
  • He should share the excitement when they get your product.
  • Have good follower engagement, means at least 10 percent of their total followers are liking and commenting on their posts.


Dwayne Johnson is doing really good with Under Armour. He actually engages with his audience so well. If you will find someone with this parameter you will make a good long term relationship with that influencer.



1. Stop doing one-off tactics:

You have to stop if you are always going after new influencers. That’s going to engage a lot of your time, energy and money spent. You should think long term instead. Try to find someone whom you can trust and build a relationship, work with them for a while. If you will do this it will create a good relationship between you and the Influencer, and ultimately with your consumers.

2. Differentiate:

You need to differentiate your brand with the help of your influencer and both of you should find out how you can deliver value and provide a profitable result without losing authenticity. Successful Influencers marketing is all about trust. If you look at the fact only 22 % of brands are trusted. So you really need to take care of this whenever you are going to use this for your next marketing campaign.

3. Genuineness:

If you find an authentic influencer, he will not just talk about your product and services because he is getting paid for that. He might have used it himself before he came into partnership with the brand. He will even continue to talk about it after the campaign is over. This behavior of influencer brings authenticity and genuineness in them. And they should maintain it even after they become highly popular. 61 % of women won’t engage with an influencer’s sponsored content if it doesn’t feel genuine. So that’s why it becomes even more important. Their audience also looks up to them for their advice and reviews about the product or tip they are sharing.

4. Consistency:

Many Social media creators is a bit unorganized with their content scheduling, posting, etc. Sponsoring these creators may be risky for your business as they may not deliver posts on time. And in addition, they tend to limit their growth, because their audience is not aware when to tune in to watch their latest content upload.

Influencers who post their content frequently and work as per the schedule are more trustworthy for brands and their audience engagement is high comparatively. Which will also maximize the potential of your Influencer Marketing. 



I can agree with you that Reach is something which is considered to be told campaign is looked upon it. But if you only look at the reach and didn’t take care of the other aspects that reach can do more harm then good. And until your Influencer doesn’t fulfill all the points the campaign will struggle to become successful. And lastly, review all your results and fine-tune your strategies with the interests and responses of your customers. After all, the customer is always right.



Started in 2016, Owned by Byte Dance. Launched as Douyin in China and introduced to the overseas market as Tik Tok one year later. In Tik Tok, you can capture and share small moments from your life. You can also use various gestures, features, and stickers, as well as participate in in-app challenges. In short, it is a creative app. A layman with a basic smartphone and decent speed internet can use it to create and share professional-looking 15-second music/mimic videos featuring themselves, something which connects with a huge population of India influenced by Bollywood and Television shows.

Globally, TikTok has far crossed 1.1 billion installs and in the first quarter of 2019, it emerged as the third most installed app in the world, ranking behind only Facebook’s WhatsApp and Messenger at No. 1 and No. 2, respectively, the analysis showed. Tik Tok has a community of 500 million active users in Asia as on August 2018. The country now accounts for about 40% of the app’s 500 million users, according to the analytics firm Similar Web on January 2019.


So many Chinese apps in India targets Tier-2 and Tier-3 areas, semi-urban towns which aspire to compete with its cities – the urban audience is using more established players like Instagram, WhatsApp, Twitter, and Facebook. Critics contemplate most of the user of this app are new to the internet.


TikTok is spawning a parallel line of businesses in the form of training classes, meet-ups, and workshops that promise to teach users how to become influencers and gain popularity on the fast-growing social media platform. These professional classes train people to make TikTok videos, edit them and offer tips on how to best push their content so that it goes viral.
One such training shop recently opened in Delhi which charges between Rs 7,000 and Rs 10,000 per month for weekly classes, some of which are hosted by TikTok influencers themselves. Having launched a month ago, these classes already have an intake of 10 attendees per session. “Our classes include theory and practical sessions. A case study says, almost 90% of the content that you make on TikTok doesn’t become viral and by joining these classes you can exactly learn how to do that,” a representative at Celebrity Face told ET.


There is a huge audience on Tik Tok, which makes numerous content and community but they aren’t the only things contributing to TikTok’s growth.
While Vine may have introduced the concept of short-form video, TikTok made video editing incredibly simple. For creating these videos you don’t need any expertise. The app does it for you with a range of effects. You can compare it with Instagram — in a way that Instagram won’t be able to reproduce, having already aligned its community with influencers and advertisers.
TikTok’s sizable user base is due not only to its growth in Western markets but because of its traction in emerging Asian markets.
This made TikTok rank No. 4 worldwide across iOS and Android, combined. According to a study, it is most-downloaded apps of 2018. On iOS also, it got the most downloads of the year.


The revenue is starting to arrive, as well.
Worldwide, users spent $6 million tipping their favorite live streamers, a 253 percent year-over-year jump from December 2017’s total of $1.7 million, Sensor Tower estimates. Initially, Tik Tok wasn’t providing live streaming as a default — it added the feature after shutting down Musical.ly’s live streaming app, Live.ly.

Above: full-screen ad in TikTok when the app is first launched

Above: Recent ad on Tik Tok

TikTok is also starting to test in-app advertising and is being eyed by agencies as a result. If you are using Tik Tok, you may see a full-page ad but the company has not launched it officially.


These Creative apps can also be misused. People can create and upload adult content. While this happens on nearly every social media platform, TikTok’s model appears to be more susceptible, policy experts think. TikTok, unlike what is being argued in different segments, is not just a platform company. Actually, minors are not able to use it properly which are ultimately hurting them.
TikTok also got banned in India it was attributed to the presence of pornographic content on the platform that posed cyber threats to children. In its defense, TikTok owner Bytedance suggested that it has been flagging offensive content on its platform using smarter algorithms since July 2018. Bytedance also argued that TikTok wasn’t offending the constitutional provisions and judiciary imposing an interim ban makes no sense. The ban was removed last week and the government requested the tech giants to bring back the app online.
The apps did some changes to respond to these controversies. They have recently appointed Sandhya Sharma, formerly with MasterCard, as its public policy director and says they are considering further hires to tackle the problem. TikTok on Friday said as part of its commitment towards providing a positive in-app environment for its users in India, it had removed over six million videos that have violated its “Community Guidelines”.TikTok also said it has stopped allowing users below 13 years to login and create an account on the platform.
“Unfortunately, social media has been an unsafe space and a platform like this (TikTok) which draws children in, and therefore possible predators needs to be used with care.
By all the actions the creators of the app are taking, it will be beneficial for its future. Whenever some controversies come up the concerned party should come forward and try to solve the issue.
This app has topped 1 billion downloads. Here comes the new internet, folks. It’s big, dominated by emerging markets, mobile, video, meme-ified, and goes viral both online and offline. So you should start paying attention to TikTok. And get benefitted by its huge user base for your business.

Did you find some great Insights of your own in the blog? What are your thoughts on the topic?
Let us know in the comments.



Are you not able to increase your social traffic?

Are you wondering what new tactics you should use that will get you best engagement?

Instagram Stories are a very effective and free way to engage with your audience, even if they aren’t seeing your posts in their feed.

We understand that managing Instagram stories on a regular basis is a tedious task. It involves a lot of Content creation, Designing and as per studies most of the people use Instagram in a time frame between 7 pm to 10 pm. This “off working” hour frame makes it a bit tiresome job. But the kind of engagement you can get from this is huge.

  1. There are over 500 Million peoples who are watching Instagram stories every day, so you have to engage with them to increase your engagement.
  2. Most of the businesses on Instagram put at least one story every week.
  3. Almost one out of a third of most viewed stories are from businesses.
  4. You can also see insights of each story you post.

where to find insights


In insights, you can check out Impressions, Reach, Taps Forward, Taps back, Replies, Swipe Away, Exits, and Next Story.

In this Article, we will share with you those ideas which we used ourself over the period of time by managing many Instagram accounts, you can also leverage from this cool format to boost your traffic.

Are you ready to learn more? Now we’re going to take a deep dive into some of the best strategies and proven tips for getting more views & using this Instagram stories format.

How to get more engagement?

If you want to build a large audience base for your stories – think of your stories like a magazine.
You have to make your stories lively and engaging. Keep a check on the engagement and make sure people are actually watching them too!

Tips to get more views on your stories:

  • Use Storyboards to create Structure:

So now you are ready to create a story and collected all the required content, photos, and videos. When you decide to create a storyboard of your content you are actually planning to present your ideas in an organized manner which will tell a bit more about your business and services.

You also have to make sure when you are building the board try to plan the beginning, middle, and end to your story post. By doing this you will be engaging more with your viewers.

This also means yours exist rates will be more as viewers are engaging till the end with your stories. Keep creating new content for your storyboard so that your audience will not get bored.

  • Associate with Other Influencers on Instagram:

Are you struggling with content creation and worrying about what to do?

Try collaborating with the other Instagram users or Influencers to get a different perspective

There are so many options, you can co-design a product, host an Instagrammer to takeover on your stories, or simply lead an Instagram Live with another brand, collaboration projects are a great way to build new audiences and keep your followers engaged with a different set of perspective.
In the post below its an example of paid partnership between revlonprocanada and carajourdon.

Use Influencers to boost traffic

Influencer Marketing

You can also gift your product samples to influencers and they can talk about it on their pages.
Always keep in mind before collaborating with anyone keep a look at the kind of audience they have. Your partnership should be mutually beneficial and something both of your audience would like to watch.

  • Using Hashtags on Your Stories:

If you want to increase the number of views on your stories try using the hashtags related to your post which people will be searching for.

It is a great way to increase the chances of your post will be discovered by most peoples. Because people search for popular hashtags on Instagram and they will be able to see the active stories on that hashtag page, including your own.

People follow Hashtags so use them


There is a limit of 10 hashtags on posts, or one using the Hashtag Sticker. They can hide them under GIFs or change the color of hashtag text so it blends with the background. So, Now you don’t have any reason to not add a hashtag to your next story!

  • Use Insights to Know when your Audience is Most Engaged in your post:

 If you keep a check on when your audience is watching your stories, you will be increasing the chances of more views on your post.

If you will be able to identify the time when your audience is seeing your post. You can plan and schedule your post accordingly.
You can start by looking at Instagram Insights — an Instagram business profile page gives you access to Instagram’s native analytics, where you can see some great metrics and insights on your follower’s behaviors of watching your post.

use insights to check your followers behaviour


When it comes to stories its quite difficult to figure out exactly when your stories posts received the most views with just Instagram Insights alone. So if you are on their Later paid plan, you have access to 3 months’ worth of Instagram Stories analytics and if you will compare it with Instagram Insights it offers only 2 weeks. For each post, you can track by looking at the spikes in your view rates throughout the day and you can learn from these metrics which is the best time to post for your audience.

  • Use Question Sticker to Start a Conversation:

Question stickers give an opportunity to your followers to connect with you and its a great thing to make them feel that you are approachable.
You can ask about anything like giving advice, query or ask them to share their thoughts. Try anything which you think, through which you can engage them on a deeper level.

use question stickers to engage with your audience

Question Stickers

Crowdsourcing your ideas with the help of these stickers is a very fantastic way. You can also take feedback about your products or services and improve on that.


Instagram stories are the most homegrown format that is getting popular day by day and proven to provide great results for businesses. As we already talked about different strategies and a number of unique metrics for this format, that is needed to be track and analyzed to improve every campaign. Try yourself by applying these tricks on your Instagram page and increase your traffic.