Influencers who act as brand ambassadors stand as the most effective members of their class, eMarketer reported this week. Some 70 percent of marketers polled in the United States told the consultancy that ambassadorships had proven to be among their most effective influencer marketing tactics.
Slightly fewer marketers – about 66 percent – said they found it effective to have influencers write product reviews.
The report summarized the findings of a survey of 1,753 influencers and 102 marketers conducted in April.
So how do marketers identify the people who will be effective influencers?
Well, the study looked at influencers who use the TapInfluence platform to manage their networks, surveying customers who had more than 10,000 followers. The most important attribute that those influencers cited: Honesty.
“A majority of influencers surveyed said authenticity was key,” according to eMarketer. “Indeed, 71.2 percent of respondents said they keep their followers engaged by being themselves, by being honest, as well as because of their willingness to call it like they see it.”
Respondents also emphasized the importance of listening and engaging in conversation with followers, as well as staying on topic in their posts and conversations.