"Don’t worry about saying the right thing. Just be genuine." – Vanessa Bohns, Social Psychologist at Cornell University.Oh dear. You’ve received some content from an influencer and it's one long ramble... Breathe, we have news for you. It doesn’t matter.Audiences are lazy, and human memory is downright rubbish. Even when they are listening, they’ll only recall the gist of what was said.This is Fuzzy-Trace Theory. It basically means that people will probably forget the precise claim and details of what was said, and walk away with, well, a fuzzy trace.

Before you throw in the towel and say, "why bother if they don't remember", Fuzzy-Trace Theory can be used to your advantage. Especially when working with creators that... well, you know 😉As long as your brand has a good point to make and one your chosen influencer believes in, chances are, your message will be well received.
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1. Don't stop believing

The more believable and compelling your brand message, the higher the likelihood it will land.

2. KIS and tell

Your chosen creator knows their audience best so keep it simple with your brief and trust them to tell your brand story in a way that feels organic.

3. Repetition, repetition, repetition

Ask your influencer to repeat your brand message at the beginning and end of their content to increase message recall.
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Download the Psychologist's Guide to Influence written by our very own Senior Psychologist, Alan Gray.

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