Whether we like to admit it or not, us humans are open to influence. We wax lyrical about the value of being independent, self-led, free thinkers – but data proves otherwise. When it comes down to making a purchase, most of us will consider someone else’s opinion in making that decision. Whether you’re scrolling through online reviews, or checking out what your favourite celeb is sporting on Instagram, it feels less risky to shop with someone else’s approval.

Endorsement may come in many shapes and sizes, but stripped down to its bones, it’s that which tells us that someone supports or approves of something. Endorsement as a marketing tool dates back to the 1700’s, when the royal stamp was first used on the Wedgwood brand of pottery and chinaware, to infer quality. Professional endorsement began in the late 1800’s, when Major League Baseballer Honus Wagner was the first pro athlete to receive payment for allowing the use of his name on sporting goods products.

Today we are still swayed by the opinions of the rich and famous… or a strategically placed product in our favourite sitcom… or a well-timed post from a micro-influencer…. or even that lovely, old neighbor sharing her personal experience. It seems we can’t escape outside influence.

As a consumer, I am guilty of opting out of branded messaging. I switch stations when the music stops to avoid listening to the DJ as she launches into a live read, and I reach for the remote the moment my TV show breaks for an ad. Millions of people like me choose to block ads. Also me: inspired by the triumphs of many an athlete, businessperson and supermom, I opt-in to various channels where they share their insights, observations and general ramblings about the world – including the occasional bit of branded content. Millions of people like me follow individuals they respect and admire, and take their recommendations to heart. The behaviour pattern is clear, but the rationale remains a little fuzzy.

Savvy consumers can sniff out authenticity. And occasionally, we accept a bit of invention or puffery. Eyes. Wide. Open. The choice to lower my guard and let in what I know will certainly contain some element of promotion is intentional. There’s a sub-conscious risk/reward analysis that takes place each time I hit the ‘Follow’ button on social media. And very occasionally, a more conscious choice to unfollow when the balance is tipped the wrong way.

There’s a risk/reward analysis that’s conducted by brand owners too, before they forge a relationship with an individual for endorsement. As a brand owner, it’s a little scary to place your brand in someone else’s hands; especially in this era of two-minute loyalty where news travels faster than lightning. You can sign an agreement, but you’re dealing with real live people, who might be their best selves or misbehave, or change their minds and allegiances if the price is right.

Nothing is guaranteed when you place your brand in someone else’s hands. Think about Nike’s annus horribilus back in 2009, when Tiger cheated, Lance doped and someone else did something else. One would hope that, once accustomed to being in the spotlight, celebs would know well enough to take these agreements seriously – but this isn’t always the case. 

More recently, on the local scene, we saw rapper/singer/songwriter AKA commit an influencer faux pas. If you don’t know the backstory, AKA was contracted by Reebok as an influencer. The contract apparently expired at the end of December 2019, and while its anyone’s guess what really went down, it seems like something went sour in the relationship.  Fast forward a few months, and AKA thought it would be a good idea to backhand his former client by publicly stating the relief he felt at being able to wear a different brand, tweeting “…feels great to wear Jordans again.”

An ill-considered move, no doubt. AKA thought he’d dent Reebok’s rep by switching allegiance. In reality, he’s done more harm to his own brand. He is revealed as having sold himself to the highest bidder and most importantly, lacking in credibility. As a brand owner, would you trust AKA with your asset now? Unless you’re willing to sign up for life, I wouldn’t recommend it. And even then….

The rise of micro-influencers in recent years requires brands to keep tabs on many more individuals, but perhaps given the smaller circle of influence, the stakes are not as high. The risks are different and so are the rewards. In fact, to borrow a quote: “Treating influencer marketing like a small-scale celebrity endorsement, or expecting a celebrity’s endorsement to have an impact like an influencer’s, is like using a wrench to hammer a nail or a hammer to undo a bolt*”. While both are useful marketing tools, they have better or worse relevance depending on the application, and we shouldn’t generalise about their capacity to influence or the complexity of the relationship with consumers.

Consumers will continue to screen out unwanted brand messaging, because it’s irrelevant or inauthentic or simply annoying. Us marketers will continue to leverage all the tools, old and new, to ensure our brand messages reach their intended audience. And while the specifics may evolve, you can be sure that endorsement will continue to feature in some form.

If your brand isn’t breaking through to your audience, or you just want to bring your communications plans into the 21st century, let’s chat. Jack Be Nimble can help your brand to connect with consumers with greater relevance.

*Quoted from Grey Geppert, US Content Manager at Swizzle Global, in Convince & Convert.

Photo by Kristian Egelund on Unsplash