Building A Trusted Voice as an Influencer

Being an influencer is more than just having a large following or posting aesthetically pleasing content. It's about building trust with your audience, becoming a reliable source of information, and establishing yourself as the go-to expert in your niche. 

Take influencers like fashion guru, Melissa’s Wardrobe, or college-grad, Clarke, as examples. They are renowned for their transparency and ability to amplify the impact of their honest recommendations. 

With countless influencers vying for attention, standing out and earning trust is essential for long-term success. So, how can you establish yourself as the go-to influencer? Let’s delve into the strategies behind building trust as an influencer. 

How do you build trust with your audience? 

With more consumers sceptical of traditional advertising, building trust is necessary for building brand loyalty and establishing genuine connections with your audience.  


Discovering your voice on social media may seem daunting, but it’s all about authentically presenting yourself. Speaking your truth consistently and channelling your values will persuade brands and your audience to recognise your value. 


Producing high-quality content that showcases your expertise enables you to create relevant material that paints your brand in a trusted light. 


The quality of your relationship with your audience directly impacts the success of your content. Employing open communication and body language is key to sustaining the trust of your audience. It is important to behave consistently - extreme behaviour or sporadic actions may cause people to doubt you. 

Identify your target audience

To capture your audience’s hearts, show a genuine interest and concern for their interests. To identify their needs, you must conduct thorough research to uncover who they are. Methods like social listening provide valuable insight into how your audience interacts online with your brand niche, offering a deeper understanding of their pain points and engagement patterns. 


Exploring and testing new content styles empowers you to discover what type of topics resonate with your audience, which helps to foster trust in your personal brand over time.

Strategies for building a reputable personal brand

Define your niche 

To become the go-to influencer in your niche, it's essential to define your area of expertise. Identify what sets you apart from others and focus on creating content that resonates with your target audience. For example, Melissa’s Wardrobe’s trusted endorsements (aka #MelMadeMeDoIt) often influence the purchase decisions of consumers within the fashion and luxury lifestyle communities. 

Consistency is key 

Consistency breeds trust. Whether it's the frequency of your posts, the tone of your voice, or the quality of your content, maintaining consistency is crucial. Your audience should know what to expect from you, and consistency helps foster a sense of familiarity and reliability over time. 


Authenticity helps to build a rapport with your audience, reassuring your audience that you have their best interests at heart. Sharing behind the scenes and being ‘real’ about your experiences as an influencer is crucial for building credibility. 

Engage with your audience

Engaging with your audience is pivotal for cultivating trust among your audience. Actively participating in conversations and acknowledging your audience’s input helps create a community where your audience feels valued and respected. 

Recognise your social responsibility  

Taking a stance on social issues and being an advocate for ethical practices will resonate with your audience who seek authenticity. Using your platform to address societal concerns demonstrates your genuine concern for the welfare of the world and your community.  

Tips on how to avoid spreading misinformation

With the rise of fake news and misinformation, ensuring the accuracy of your content is necessary to ensure the credibility of your account. If you want to learn how you can impede the spread of false information, check out our tips below! 

Fact check your content

Verifying the reliability of your sources and statistics before posting demonstrates your commitment to truthfulness. Followers who can rely on the accuracy of your content are more likely to trust your expertise and recommendations. 

Stay up to date

Keeping up to date on current events allows you to create content that responds to emerging trends and important topics that your audience cares about most. 

Be transparent 

It is good to get in the habit of influencer disclosing. If you’re sharing sponsored content or promoting products, be transparent about your partnerships and affiliations. Transparency builds trust and demonstrates your integrity as an influencer.

Be brave: call out fake news!

By actively addressing and calling out misleading narratives you position yourself as a reliable source of information. Twitter has joined the fight against fake news with the introduction of their community notes feature which allows users to better inform the world by adding context to misleading posts. 


Establishing trust with your audience is a gradual process that takes time, but, when done right, it can establish you as the go-to creator for knowledge. 


What are the best practices to become an expert in my niche?

You don’t have to wait to be perceived as an “expert” to be one. Focus on investigating topics that aren’t heavily touched upon as content and always address your audience’s pain points to show that you can solve their problems. 

How do I properly disclose sponsored Instagram posts?

It is good practice to make the disclosure easy to read by using the correct brand content tags. 

What is fake news?

Fake news is false information misrepresented as news to deliberately mislead and deceive online readers.

7 Influencer Marketing Trends to Watch in 2024

Influencer marketing is an industry that’s constantly moving, and that isn’t about to change anytime soon. Right now it’s gearing up for some big changes, presenting new challenges and opportunities for marketers. 

Predictions show that in 2024, 67% of marketers will significantly increase their spending on influencers, and 23% will allocate almost half of their total budget to it. As popularity and demand increase, it's important to pay attention to the trends that are set to shape the industry in the coming year.  To help you out, we’ve identified seven influencer marketing trends that will dominate 2024. 

AI and personalisation  

The integration of artificial intelligence (AI) and personalisation is transforming everything it touches including influencer collaborations. It now provides brands with new tools and insights to enhance campaigns to achieve great success.

One area in particular where AI is going to make a significant impact is in the influencer discovery process. Advanced algorithms analyse vast datasets to identify the most suitable influencers for specific campaigns, considering factors beyond follower count. 

That’s not all. This year we are going to see this trend evolve in a few other ways: 

The marriage of AI and influencer marketing will not just be a trend in 2024 but a fundamental shift, ushering in a new era of precision, efficiency, and creativity in digital advertising. Finding the right balance between AI and authenticity will be the key thing this year.  

Long-form content makes a comeback

In a surprising move that has played a significant role in the resurgence of long-form content, TikTok, the renowned short-form video platform, expanded its video length limit to 10 minutes in 2022. This departure from the traditional brief format has paved the way for content creators to delve deeper into storytelling and share more comprehensive narratives. The impact of this decision is evident, with users and brands alike adapting their content strategies to leverage the extended time frame. 

Moreover, rumours circulating in the industry suggest that TikTok is considering another substantial increase, potentially extending the video limit to 15 minutes. If this speculation materialises, it would further solidify the platform's commitment to accommodating longer, more immersive content and contribute to the broader trend of embracing extensive narratives across various digital platforms in 2024.

Shift from influencers to creators

The landscape of creator commerce is experiencing a shift within the realm of influencer marketing, where big personalities primarily associated with content are giving way to a new wave of creators. Unlike influencers, these creators prioritise the substance of their content over their personal brand, marking a departure from the era dominated by charismatic personalities. 

According to surveys conducted by CreatorIQ, a majority of influencers now identify themselves as content creators, with terms like "creator" and "influencer" used interchangeably, while a mere 6% still prefer the title of just influencers. This evolving dynamic is reflected in the preferences of brands, which are increasingly inclined to collaborate with content creators over traditional influencers. 

Notably, data from Influencer Marketing Hub indicates a significant shift in strategy, with 39% of businesses planning to engage nano influencers. In comparison, only 12% have intentions to collaborate with mega or celebrity influencers. This transformative trend underscores the growing importance of content-centric partnerships in the ever-evolving landscape of influencer marketing.

Influencer content turned into paid ads

Brands are recognising the inherent value in repurposing authentic influencer content for paid advertising campaigns. This trend involves transforming the engaging and relatable content produced by influencers into targeted advertisements, seamlessly blending promotional messages with the organic aesthetic of the influencer's feed. By leveraging the credibility and trust that influencers have cultivated with their audience, brands can deliver promotional content that feels more genuine and less intrusive. This innovative approach not only maximises the impact of influencer collaborations but also streamlines the ad creation process for brands, offering a symbiotic relationship where influencers become key contributors to a brand's advertising strategy. 

As this trend gains momentum, it signals a shift towards more cohesive and harmonious integration of influencer-generated content into the broader advertising landscape.

Building long-term partnerships

There seems to be a notable strategic shift of brands towards fostering long-term collaborations with influencers. Recognising the enduring benefits of sustained partnerships over one-off campaigns, brands are increasingly prioritising relationships that extend beyond a single promotional effort. This evolution is grounded in the understanding that long-term collaborations allow influencers to develop a more authentic connection with their audience, resulting in more genuine and impactful content.

By forging enduring relationships, brands not only benefit from the consistent representation of their values and messaging but also tap into the influencers' deep understanding of their audience's preferences. As brands seek to cultivate loyalty and trust with consumers, the move towards prolonged influencer collaborations in 2024 reflects a commitment to building meaningful, enduring narratives that resonate with the target audience over time.

TikTok's dominance

Whilst this might be no surprise to most people, TikTok is positioned to challenge Instagram as the most vital influencer marketing channel. Users are spending an average of 31 hours, and 14 minutes on TikTok compared to just 13 hours and 49 minutes on Instagram. With global users spending more time on TikTok each month than other social media platforms, it's no doubt TikTok is the place to be. 

In 2024, TikTok wants to grow and evolve its Shop offering. Their vision is to onboard more brands, with a wider ambition to develop Shop into a large-scale closed-loop social commerce offering. Brands will be leaning on creators to boost their presence, especially those who saw major growth on the platform in 2023. Brands like House of Sunny have plans to collaborate with content creators with a large presence on TikTok to tap their audiences after huge success last year. Many others will hop on this emerging trend quickly in 2024 as they seek to capitalise on TikTok’s vibrant and rapidly growing database. 

Sustainability and social responsibility

Consumers are increasingly prioritising brands that align with ethical values and contribute positively to social and environmental causes. Influencers, recognising their role as agents of change, are championing sustainability in their content and collaborations. 

Brands are partnering with influencers who share their commitment to social responsibility, fostering authenticity and resonance with socially conscious audiences. From promoting eco-friendly products to supporting charitable initiatives, the influencer marketing sphere is evolving to become a powerful force for positive change. In 2024, the intertwining of sustainability and social responsibility is not merely a trend but a pivotal shift, reflecting the collective consciousness of both influencers and consumers towards creating a more responsible and purpose-driven digital ecosystem.


The key takeaway for success is to understand that as the industry continues to evolve, staying ahead of these trends will be crucial for marketers aiming to harness the full potential of influencer marketing in the years to come. For those looking to leverage these trends and elevate their brand presence through influencer campaigns, we're here to help. If you're seeking guidance or support in navigating this exciting space, feel free to get in touch with the team.