Building brand trust in the age of the influencer

Edelman’s Ashutosh Munshi says that with influencer marketing gaining popularity, brands have ways to ensure influencers’ voices are authentic, even as advertising guidelines help to spur more honest communication in brand marketing.

This article is part of a Spotlight series on how marketers can optimise influencer marketing strategies in India. Read more

Back in 2010, “blogger” was the buzzword for influence. Fast forward to today, where influencer marketing has entered a new era as the career choice for Gen Z, a side hustle for many and a marketing engine for brands, looking to expand their reach, awareness, preference and even drive conversions. Where brands are missing out is leveraging authentic voices to earn the right attention and build trust that drives growth.

The influencer marketing industry...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands