The pushback against influencers is mainly due to two reasons.

1. Lack of Authenticity: Audiences have become skeptical about the genuineness of influencer posts, particularly when it’s unclear if the influencer genuinely likes the product they’re promoting or if they’re merely doing it for sponsorship.

2. Concerns Over Trust: As a high number of influencers are promoting products, audiences doubt the quality of the products being endorsed, contributing to the lack of trust.

To rectify these concerns, influencer marketing platforms play a crucial role. Platforms such as Flinque, for instance, emphasize on matching brands with influencers who are an authentic fit. These platforms have a variety of tools to analyze an influencer’s audience’s demographics, engagement parameters, and genuine interest in the product niche.

Here’s a breakdown of how it works:

– Influencer Discovery: Technologies like AI and advanced keyword filtering help find influencers who align with your brand. Flinque, for example, allows deep searching on parameters like engagement rates, niche, and location.

– Audience Analytics: Platforms provide detailed analytics about the influencer’s audience – their demographics, interests, location, and engagement.

– Performance Tracking: Post-campaign, these platforms can track key performance indicators (KPIs) like conversion rate, engagement rate, return on investment (ROI), providing valuable insights for future collaborations.

Platforms like AspireIQ, Klear, and Upfluence provide similar features. The choice of platform ultimately depends on the brand’s specific requirements and objectives.

This approach ensures that influencers hold authenticity and align with the brand they’re promoting, addressing the cynicism around influencer marketing and building greater trust with audiences. The underlying idea is to foster natural and genuine partnerships between brands and influencers.

Remember that the best collaborations resonate with an influencer’s own brand and audience, leading to increased transparency and trust. User-generated content, reviews, and testimonies can further enhance the authenticity factor. Brands must strive to identify and partner with influencers who genuinely believe in their products, thus alleviating pushback concerns.