The new era of high-trust commerce — Sterling Jackson // Aspire

Sterling Jackson, Head of Marketing at Aspire, explores what factors influence online brand trust. The era of high-trust commerce has arrived, and, to meet the demands of today's discerning consumers, brands are turning to influencers who share their values to establish trust. By leveraging these partnerships, brands are creating authentic connections with their target audience and making purchasing decisions easier than ever. Today, Sterling discusses the new era of high-trust commerce.

About the speaker

Sterling Jackson

Aspire

Sterling is the Head of Marketing at Aspire

Part 1 The new era of high-trust commerce — Sterling Jackson // Aspire
Part 2Why brands and creators are investing more into video content — Sterling Jackson // Aspire

Show Notes

02:10

The new era of high trust commerce

Consumers are more likely to make purchases based on recommendations from trusted sources, like friends or influencers. This era is characterized by an increasing reliance on creators and influencers as a channel for driving awareness and full-funnel conversions.
02:57

The difference between creators and influencers

Both are involved in influencer marketing and the terms are used interchangeably. Essentially, creators are individuals who typically generate online content, while influencers typically have a significant following and can influence their audience's purchasing decisions.
04:09

The rise of high trust commerce and the role of creators and influencers

Brands are realizing the power of influence and partnering with influencers through influencers via branded content ads and sponsored posts. As a result, companies are partnering with small and large creators and influencers to create more predictably viral content.
06:01

How to predictably manufacture virality

Manufacturing virality is a mix of art and science, with authenticity being key. Finding the right audience and creator for a brand is important, and viral campaigns boil down to the cadence, how you present your product, and the particular platform.
08:18

How to determine the right influencer strategy for a brand campaign

Determining the right influencer strategy for a brand campaign requires expertise, technology, and an understanding of the brand's goals and target audience. Upon finding a potentially good fit, brands can reach out with partnership proposals via Instagram direct messaging.
11:02

Streamlining influencer collaboration

The collaboration process between brands and influencers can be frustrating and laborious when attempted independently. Aspires aim was to minimize that friction and make the process easier for both parties by allowing Instagram direct messaging.

Quotes

"Most of us buy things because somebody told us about something. We become aware of it through a friend or colleague. And B2B SaaS is no different, we have to have high trust." -Sterling Jackson, Head of Marketing, Aspire
"The level of influence that we get through creators and influencers today is becoming more and more of a channel for driving full funnel conversions." -Sterling Jackson, Head of Marketing, Aspire
"When it comes to manufacturing virality, the intent is to find the right audience, the right creator for your brand." -Sterling Jackson, Head of Marketing, Aspire
"We have a two-way marketplace where brands can search for the best fit from our database of creators and influencers, who can also raise their hand for campaigns they're passionate about." -Sterling Jackson, Head of Marketing, Aspire
"Micro and nano influencers typically have the most dedicated and loyal followings, as opposed to the more general audiences that follow the macro and mega influencers." -Sterling Jackson, Head of Marketing, Aspire
"With us, Coola was able to scale its influencer program over 10x. They went from working with around 150 influencers every two to three months to 200 to 500 influencers a month." -Sterling Jackson, Head of Marketing, Aspire