{"id":492,"date":"2020-04-15T11:26:53","date_gmt":"2020-04-15T11:26:53","guid":{"rendered":"https:\/\/www.colibri-research.de\/?p=492"},"modified":"2020-06-09T15:00:57","modified_gmt":"2020-06-09T15:00:57","slug":"authenticity-the-currency-in-social-media-marketing","status":"publish","type":"post","link":"https:\/\/www.colibri-research.de\/en\/authenticity-the-currency-in-social-media-marketing\/","title":{"rendered":"Authenticity: The Currency in Social Media Marketing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"492\" class=\"elementor elementor-492 elementor-337\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-086246b elementor-hidden-tablet elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"086246b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-17d9f20\" data-id=\"17d9f20\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-32a33a3 elementor-widget elementor-widget-text-editor\" data-id=\"32a33a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.colibri-research.de\/en\/#news\">&lt; Back to news<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1946aa3 elementor-widget elementor-widget-heading\" data-id=\"1946aa3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Authenticity: The Currency in Social Media Marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a69f928 elementor-widget elementor-widget-text-editor\" data-id=\"a69f928\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"margin-left: 0cm; mso-add-space: auto;\"><span lang=\"EN-GB\">Influencers, microbloggers and YouTubers have become ever more important for marketing. Many companies already invest more money in social media marketing than in the traditional channels TV, print and radio. But many decision-makers are not aware of what really matters in social media marketing. Decisions are based on \u2018gut feel\u2019 or more or less transparent key performance indicators offered by social media agencies. As a consequence, many companies work together with influencers that are currently hyped, without taking into consideration if their image matches the organisation\u2019s corporate and brand image in a credible manner.<\/span><\/p><p>\u00a0<\/p><p style=\"margin-left: 0cm; mso-add-space: auto;\"><span lang=\"EN-GB\">We interviewed media experts and microbloggers and revealed that perceived authenticity plays a key role in social media marketing and makes the difference to professional advertising: people like you and me are standing in front of a camera, saying what they like, do and which products they are happy to use. Even though viewers are aware of their co-operation with manufacturers, influencer\u2019s messages still feel more real and believable than those of acting ad models.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-d8960d8\" data-id=\"d8960d8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-483512d elementor-invisible elementor-widget elementor-widget-image\" data-id=\"483512d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_range&quot;:&quot;viewport&quot;,&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"684\" height=\"1024\" src=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-684x1024.jpg\" class=\"attachment-large size-large wp-image-494\" alt=\"Blue Jeans Jacket\" srcset=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-684x1024.jpg 684w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-200x300.jpg 200w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-768x1149.jpg 768w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-1026x1536.jpg 1026w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-1368x2048.jpg 1368w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-scaled.jpg 1711w\" sizes=\"(max-width: 684px) 100vw, 684px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d0bdd3a elementor-hidden-tablet elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d0bdd3a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9f5ba69\" data-id=\"9f5ba69\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8360bd9 elementor-widget elementor-widget-text-editor\" data-id=\"8360bd9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>What makes influencers\u2019 contributions appear to be \u201creal\u201d and \u201cauthentic\u201d? Our analysis revealed a number of strategies that successful bloggers use:<\/p><p>\u00a0<\/p><ul><li>Using consistent themes in the feed creates the impression that the stories told are coherent and therefore true.<\/li><li>Promptly interacting with the community makes followers feel they are really interacting with a friend or like-minded person who is genuinely interested in their experiences and concerns.<\/li><li>Consistently using specific verbal and visual (colour) codes makes the influencer look unique and genuine.<\/li><li>Revealing small weaknesses and deficiencies strengthens the impression of interacting with a real person who is convinced of what he or she shares.<\/li><\/ul><p>\u00a0<\/p><p>What does this mean for social media marketing? Apart from the quantitative indicators, what definitely must be considered about potential cooperation partners is what they stand for and how credible the match is between them and the messages and values that you would like to convey with your marketing strategies. In so doing, communication will be perceived not only by a lot of people but the <em>relevant<\/em> people. I am happy to support your social media marketing efforts with our communications and media psychology expertise and consultancy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52b92a1 elementor-widget elementor-widget-text-editor\" data-id=\"52b92a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.colibri-research.de\/en\/#news\">&lt; Back to news<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dafdd28 elementor-hidden-desktop elementor-hidden-phone elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dafdd28\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-8aa47d4\" data-id=\"8aa47d4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b16e1dc elementor-widget elementor-widget-text-editor\" data-id=\"b16e1dc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.colibri-research.de\/en\/#news\" data-wplink-edit=\"true\">&lt; Back to news<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-932ebf5 elementor-widget elementor-widget-heading\" data-id=\"932ebf5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Authenticity: The Currency in Social Media Marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f650d9a elementor-widget elementor-widget-text-editor\" data-id=\"f650d9a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Influencers, microbloggers and YouTubers have become ever more important for marketing. Many companies already invest more money in social media marketing than in the traditional channels TV, print and radio. But many decision-makers are not aware of what really matters in social media marketing. Decisions are based on \u2018gut feel\u2019 or more or less transparent key performance indicators offered by social media agencies. As a consequence, many companies work together with influencers that are currently hyped, without taking into consideration if their image matches the organisation\u2019s corporate and brand image in a credible manner.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-bd0439b\" data-id=\"bd0439b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5a02622 elementor-invisible elementor-widget elementor-widget-image\" data-id=\"5a02622\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_range&quot;:&quot;viewport&quot;,&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"684\" height=\"1024\" src=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-684x1024.jpg\" class=\"attachment-large size-large wp-image-494\" alt=\"Blue Jeans Jacket\" srcset=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-684x1024.jpg 684w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-200x300.jpg 200w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-768x1149.jpg 768w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-1026x1536.jpg 1026w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-1368x2048.jpg 1368w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/blue-denim-collared-top-with-we-see-what-we-want-text-1176618_Foto-von-Julia-Kuzenkov-von-Pexels-scaled.jpg 1711w\" sizes=\"(max-width: 684px) 100vw, 684px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-784c989 elementor-hidden-desktop elementor-hidden-phone elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"784c989\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-24385bf\" data-id=\"24385bf\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9faeb5f elementor-widget elementor-widget-text-editor\" data-id=\"9faeb5f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>What makes influencers\u2019 contributions appear to be \u201creal\u201d and \u201cauthentic\u201d? Our analysis revealed a number of strategies that successful bloggers use:<\/p><p>\u00a0<\/p><ul><li>Using consistent themes in the feed creates the impression that the stories told are coherent and therefore true.<\/li><li>Promptly interacting with the community makes followers feel they are really interacting with a friend or like-minded person who is genuinely interested in their experiences and concerns.<\/li><li>Consistently using specific verbal and visual (colour) codes makes the influencer look unique and genuine.<\/li><li>Revealing small weaknesses and deficiencies strengthens the impression of interacting with a real person who is convinced of what he or she shares.<\/li><\/ul><p>\u00a0<\/p><p>What does this mean for social media marketing? Apart from the quantitative indicators, what definitely must be considered about potential cooperation partners is what they stand for and how credible the match is between them and the messages and values that you would like to convey with your marketing strategies. In so doing, communication will be perceived not only by a lot of people but the <em>relevant<\/em> people. I am happy to support your social media marketing efforts with our communications and media psychology expertise and consultancy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-600ba56 elementor-widget elementor-widget-text-editor\" data-id=\"600ba56\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.colibri-research.de\/en\/#news\">&lt; Back to news<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Authenticity: The Currency in Social Media Marketing Influencers, microbloggers and YouTubers have become ever more important for marketing. Many companies already<\/p>\n","protected":false},"author":1,"featured_media":494,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,1],"tags":[],"class_list":["post-492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","category-unkategorisiert"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Authenticity: The Currency in Social Media Marketing - COLIBRI Research<\/title>\n<meta name=\"description\" content=\"Colibri-Research-Customer Centricity, Stellen Sie Ihre Kunden in den Mittelpunkt, Persona Development, Markenf\u00fchrung &amp; Strategie, Innovation &amp; Kommunikation\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.colibri-research.de\/en\/authenticity-the-currency-in-social-media-marketing\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"brandpfeil\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.colibri-research.de\\\/en\\\/authenticity-the-currency-in-social-media-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.colibri-research.de\\\/en\\\/authenticity-the-currency-in-social-media-marketing\\\/\"},\"author\":{\"name\":\"brandpfeil\",\"@id\":\"https:\\\/\\\/www.colibri-research.de\\\/#\\\/schema\\\/person\\\/e1ad6b351d0a2ce8bf4e7f47d1749a8f\"},\"headline\":\"Authenticity: The Currency in Social Media 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