Influencers... should you trust them?

and has become prominent in marketing strategies for the better part of the past decade. This approach is still going strong, from high-budget collaborations–where a single post can cost thousands of dollars–to simple trade of a product or service. Major brands and small startups use this tactic for one key reason: it works.

It builds trust.

Followers engage with influencers because their content resonates with them. Whether it's their content style, personality or personal brand, they follow them for a reason. This connection, or bond, between follower and creator is much more powerful when compared to traditional advertising.

People trust influencers because they integrate products into their everyday lives without the flashy “BUY NOW” call to action. That integration makes recommendations more authentic and relatable.

Poppi sodas frequently appear in “Day in the Life” vlogs that fit seamlessly into a creator's daily routine. The repeated exposure creates familiarity and this recognition can influence purchase decisions.

Humanizing the brand helps build even deeper trust with followers. Instead of aggressively promoting a product, influencers naturally weave it into their daily lives–showing how it fits seamlessly into their routine. They let the product do the talking and allow you to decide if you want to click for more information.

Let’s talk about how Poppi made it possible for its followers to feel like they were receiving their own PR Package. The brand’s signature sweatsuits–bold, bright and recognizable–took over the internet after being gifted to top creators ('cause let's be honest, they look comfy af).

With an obvious grasp of their audience and what they want, the brand saw an opportunity to bring their merch to the masses. Poppi recently launched a merch line with Target, with each piece priced under $30, making it easy for their fans to rep their favorite prebiotic soda brand just like their favorite influencers.

They bridged the gap between influencer culture and retail which is accessible to most people, making it even more popular with its Millennial and Gen Z audience.

Influencer marketing has proven to be more than just a passing trend—it has and continues to have the power to shape how brands connect with their customers, creating authenticity and trust that traditional marketing often can’t match. Poppi’s success is a prime example of how brands can take influencer marketing beyond simple product placements, turning it into real engagement and tangible products available right in Target.

As influencer marketing continues to evolve, brands that understand the importance of genuine connections and the creativity influencers bring to their content will be better positioned to strengthen their brand and build lasting loyalty in the ever-changing world of social media.

Of course, everything starts with “why?”. Define your goals and what you want to get out of an influencer. Is it a product promotion? Increase numbers of visitors to a destination? Is it important for followers to understand how your product works? Or to showcase how your destination is great for families? Being sure about what you want the endgame to be will help you determine what kind of influencer will work for you and what you may want them to do or show off to their audience.

If your budget isn’t high, can it be supplemented with trade? If trade is in consideration, then would the trade item be of value to the influencer? See what their interests are through their social account to determine if it could be a fit.

Budget still matters here, but what’s more important is deciding on which market you’re targeting. Sometimes, micro-influencers like the local blogger who has a lot of local connections and an engaged social feed can not only be more affordable but also effective when their audiences align.
(Note: Definitely, absolutely dive deeper into an influencer’s social feed to make sure they are supporting and/or have supported brands that align with you. Research is well worth the time and effort.)

Give them a follow and start engaging with their content. Not only does this show your support but it also builds an instant connection between you and the creator. By interacting with their posts, you’re joining their community and making yourself more visible to them and their audience!