How behavioural science can improve influencer marketing campaigns

Abstract

Businesses are set to invest unprecedented sums in influencer marketing, but the problem of which influencers to select remains front and centre. Successful influencer marketing relies on the strength of the relationship between the viewer and the influencer. Behavioural science can provide insight into how these relationships are developed and maintained, and marketers can apply this knowledge to appreciate better which influencers to select and how to run their campaigns. This paper draws on the psychological literature of relationship development to suggest two key ways influencers can drive trust to achieve high performance. The paper stresses the importance of contextual factors when deploying each driver of influence and provides examples of how behavioural science may be used to conduct campaigns that deliver a positive return on investment.