When Abe Lincoln said, “You can fool all the people some of the time, and some of the people all of the time,” he didn't think about tradespeople. You can't fool them. That’s why industry influencers on social media – recognized for their authenticity – have become the go-to source for information across the trades.
From plumbers and electricians to carpenters and welders, tradespeople are surprisingly active on social media. They’re constantly using Instagram, TikTok and YouTube to educate each other, sharing tips along with their latest problem-solving tools. Product reviews, how-to demonstrations, and before-and-after showcases are just a few ways people working in the trades are influencing their peers to buy products that will make them more efficient on the jobsite.
If you represent a brand considering influencer marketing, it’s important to note one nuance about the trades. Unlike influencers in cosmetics, pet care, or proper parenting who make their living on social media, the role of an influencer in the trades takes a backseat to their day jobs. These creators don’t even call themselves “influencers.” Their content creation is simply a byproduct of their daily work, so their content stands out for its authenticity. And that means everything!
General consumer surveys show that people trust influencer recommendations far more than brand-produced content. Authenticity is key in influencer marketing, and skilled tradespeople are particularly adept at distinguishing an earnest recommendation from a paid endorsement. In fact, 85% of followers say they’ll unfollow influencers who appear inauthentic, which is why tradespeople who show real work and real results using real tools are so effective.
Nearly two-thirds of consumers say they discover new products weekly or even daily through influencer recommendations. Tradespeople who typically get their competitive edge through advancements in technology are one of the most notable groups seeking the latest and greatest products in their rapidly evolving industry. Time is money, so tools that get them to the next job quicker are essential investments.
This is why product seeding works so well in this space (when executed without strings attached.) Sending a free product to a creator without requiring a post can easily lead to organic, authentic mentions over time. It’s a long-term play in hopes your product appears naturally in the host’s “how-to” video or project content. No script. No disclaimers. Just real-world experience on display.
You’ve likely heard the biggest challenge across the trades is a shrinking workforce. There just aren’t enough skilled professionals to go around. Influencer marketing in the trades goes beyond product recommendations, becoming the beacon of hope as influencers with high follower bases work to inspire more young people to enter the trades as a career. Big brands are getting behind this movement, partnering with influencers to engage the next generation and revive their customer base: men and women who perform some of the world’s most essential work.
When seeking the right influencer relationship, authenticity matters from the very start. Like everything else in today’s online environment, there exists an element of misrepresentation. At Adcom, we’ve developed our own influencer vetting software that helps us to validate real versus fabricated numbers when it comes to followers and engagement. It also checks for past brand partnerships and other factors that ultimately help to weed out influencers who will likely under-deliver or worse, jeopardize our clients’ brand reputations.
To speed the influencer selection process, it’s sometimes best to work through industry trade publications that have their own set of influencer relationships. This can not only multiply your exposure (through multiple influencers plus trade pub content) but also ease your job, leaving the influencer management and communications to the trade pub staff.
Here are a few influencer marketing tips for businesses working to win over customers in the trades:
First and foremost, choose influencers that embody your brand values. Ultimately, influencers should stand for your brand on their own accord.
Be sure to include influencers in your product launch campaigns, and don’t restrict the content to social channels. It can be repurposed as point-of-sale videos, trade advertising, email content, etc.
For the sake of authenticity, urge your influencers to remain transparent about any sponsored content or business partnerships. And don’t panic, should your influencer point out what they don’t like about your product. In social media, truth trumps everything, including criticism. Honesty scores big points with your trade audience and works to build trust and credibility in your brand over the long run.
And finally, keep in mind that tradespeople are busy professionals with demanding schedules and deadlines, so working with them requires patience and flexibility.