Do you trust Brand Ambassadors & Influencers?

[Jim Oaks]

I have used Skyjacker Suspension products for over 25-years. I've used them on TRS-1, TRS-2, and TRS-3. I've promoted Skyjacker products on this website for most of the last 25-years as well.

But I'm not a brand ambassador.

I've never signed up or asked to be a brand ambassador.

Now, I'm not attacking the brand ambassador programs or brand ambassadors themselves. And this isn't meant to attack influencers either. Although I've seen too many instances where influencers have used the fact that they're an 'influencer' to get free products and services. I've even seen 'influencers' threaten businesses with bad publicity as an influencer to get what they want.

Now for the record, in 2004 I was given a bunch of products to build TRS-2 including its Skyjacker suspension. That build appeared in a magazine series that I'm sure generated sales, as well as here at TheRangerStation.com. I'm sure those sponsors have received their money's worth over the past 20-years. Skyjacker also provided me with the Suspension for TRS-3 and I'm hopeful that investment will pay off for them in the coming years. Honestly, if they wouldn't have agreed to donate the suspension, I would have just bought it myself because I really believe in their products. I think Skyjacker agreed to donate the kit to TRS-3 because I have a long history of promoting their products.

Recently a friend and I were having a discussion about a specific product and began talking about how you don't know who to believe anymore. I asked him if he knew anyone using the product and he said he knew some people using other products from that company, but they're all so influenced because of the free stuff they get that he doesn't know if he can believe them.

Have you ever read an Amazon review and saw a notice stating something to the effect that the reviewer received the product in exchange for a review? Were you skeptical? Did it make you look for reviews that weren't given in exchange for free product? I'm less likely to believe somebody's opinion about a product when I know the company has given them product in exchange for a review.

This isn't exactly a new practice. Businesses have given away products for years through sponsorships. They write it off as advertising. Let's say they give you a product worth $500. They want that product promoted through stickers on your vehicle as well as print media, video, and social media. Basically, they're paying you $500 to advertise for them.

Sponsorships used to be limited to professional athletes and motorsports teams. Products were also given to magazines for build projects, and well-known vehicle customizers. Social media now offers businesses a much larger audience, and everyone and their grandmother wants to be an influencer. But can you trust them? Is that product as great as they say it is or are they saying those things because they got it for free, and they know that promoting product X may help them get companies Y & Z to give them free stuff as well?

It used to be that if you saw a truck winning a desert race with BFGoodrich tires, you wanted BFGoodrich tires because you saw they were on winning trucks. Same goes for other products and motorsports. The old saying was, win on Sunday, and sell on Monday. How many of you chose a product because you've seen other people using it and you saw firsthand how well it worked? The product spoke for itself. Now people want you to take their word for it, and if that's not enough incentive, they'll give you a discount code. Do we want to be choosing critical components based on how it performs, or because you got a discount code?

When Ford gave me the Loan Ranger in 2019, someone in the company (I know who you are) was upset that I was telling people that I was having problems with the Yakima tent. I was sharing these issues and telling people how to overcome them. I was asked to tone it down. I agreed but explained that telling people what's bad about a product or what needs improved on instead of just telling them what's good about it is what makes me credible. If all I did was talk about how fantastic a product was, nobody would believe me or would think I was a sellout. I'm more likely to believe a review when they give me the pros and cons.

I've considered products and posted here to get honest opinions. I've also checked our product review forum to see what members here say about products. To me, those are the most honest and legitimate reviews you're going to find. Again, I'm not saying you can't believe brand ambassadors and influencers, but they may be biased. You know who else I trust? People that go out and buy products with their own money to review them. They may be earning money from their review videos, basically getting paid to review items, but they're getting paid from your views, not by the companies that make or sell the products.

With all of this said, I will continue to work with sponsors in the future. TRS-3 will be getting a new tire sponsor in 2025. Don't look for me being a brand ambassador for the product and telling you that you should buy them and offering you a discount code. Instead, I'll be trying to get some videos of the truck in action, and you can decide if it's a tire that you would use on your truck.

So, what's your opinion?
Do you believe brand ambassadors and influencers?
Do you trust them?
Have you had trouble finding honest reviews?

I want to hear from you.

If you'd like to share an honest review of a product, post it in our Product Review Forum.

Thanks!

 

[rumblecloud]

The short answer from me to your question of trust:
No.

If I don't have some valid point of reference I won't buy a product because of an influencer's recommendation.

This is a great topic.

 

[Robertmangrum.rm]

Without getting too deep, the answer is no. I usually just watch and learn from what I see. Just for instance. I had a friend that I met about 3 years ago. When I met him he had a 4runner built out really nice on 35s and all the best goodies. His rig was covered with sponsor stickers and such. After talking to him it was his first time offroad using the rig for it's intended use for the products he had sponsorship from. He also pushed me to starting an Instagram account. We'll I noticed he had 2 years of sponsorship of parts and gave tons of positive push without ever properly testing the equipment.

Now another point. Since making the Instagram account. I've had 3 different companies reach out for an affiliate program. Which gives me discount based on the use of a discount code supplied to me to share. That also comes from a requirement to post once a week displaying their product and a sticker or badge with their company name and logo. I've not pursued any of these so I can't actually give an opinion. But having to post weekly seems like free advertising without any cost to the company.

Opinions will differ I'm sure. But be interested to hear everyone's take.

 

[JohnnyO]

Sometimes. I'm more likely to believe a review on YouTube where I can see what something looks like and how it works.

 

[Curious Hound]

I listen, if interested, but take it with a grain of salt. Judging by how the video is done, you can often tell if the person is a bullshitter or not. And you can see if the product us worth looking into deeper. I watch videos by a blacksmtih, Black Bear Forge. He's not an "influencer". But he does review products, sometimes sponsored and sometimes not. I've seen enough of his blacksmithing videos, that I feel I can trust his reviews. He is honest and factual. And he will admit when he has reservations about something because he simply hasn't used it long enough yet.

I have a couple overlanding friends, who are playing the YouTube game. They get free stuff occasionally and review it. Sometimes they review stuff they bought outright and truly believe in the product. They play to the algorithm to get views and play time. They use sexuality, to a degree. She is attractive. But I still feel like I know when they're being genuine and when they're just playing the game. I have 2 products they reviewed early on that I am very satisfied with, a headlamp I use when camping and a folding chair that is very light and compact that I use on motorcycle trips. These 2 also give back to the community through dog rescue groups and other things. They have been very active in helping victims of hurricane Helene. In addition, I can pm them and ask about something if I'm interested. I'll flat out ask "are you really, truly impressed with this? Or are you just making money?"

Personally, I will give honest testimony to my experiences and provide disclaimers when appropriate. Like tires. I believe BFG mud terrains and all terrains are great products. But I also believe not one time is best in all situations. Ive seen videos of guys from out west who swear by a certain tire and everyone out there has good success with that tire. Then they come to the east coast and can't perform because of the different types of rock and mud. So I always admit that when talking about tires. I also believe Skyjacker makes a great lift kit. But it's not perfect. I'm happy with my Skyjacker lift. But I have found some of it's limitations.

One more. There is a local kid who has a Jeep and is a brand ambassador for a big Jeep oriented company. I've worked on his Jeep. I've talked to him personally. I see him drive his Jeep to parks and events. But rarely see footage of the Jeep doing anything substantial. He's clearly in it for the discounts. I would NOT trust anything he endorses unless I truly researched it thoroughly on my own.

Influencer are useful. But be wary and do your homework in addition to watching the influencer. "Buyer beware."

 

[ShhhhhDougsHere]

I agree that no matter what you have to do your homework.
The only way I would believe anything that someone says about a product is if I know that person personally and really trust that person as well.

I do have to be honest however, if I like the way something looks, I may buy it before I buy something else that I don't like the looks of.

When I got out of prison in June, I noticed that my brother does not have business cards for his business.
I also noticed that he doesn't tell very many people what he does.
So I asked him one day why he didn't have cards or tell people what he does.
His reply was:

"I work without any type of advertising on my own behalf. I work for people and get calls from other people that the people I work for have told about my work. My business is all based on word of the mouth one person asked me to do something, they like my work, they tell their friends or people they know in one way or other.
I know people like my work because they tell people about my work and I get calls from people telling me that someone else told them to call me. If people didn't like my work they wouldn't tell their friends and they wouldn't call me back. It also at the same time tells me how good I am doing what I do.".

I have to be honest I'm of the opinion that he has a very good point and he doesn't hurt for money so the proof is in the pudding.

 

[rumblecloud]

I have to be honest I'm of the opinion that he has a very good point and he doesn't hurt for money so the proof is in the pudding.

100%....he doesn't hurt for money because he doesn't hurt for work and he doesn't hurt for work because of the quality of work that he does.

 

[ShhhhhDougsHere]

You nailed it. "Rumble cloud"

 

[Blmpkn]

Generally.. no. They're both just paid shills.

Ill trust whatever brands *actual* marketing department more than people who realistically are only "in it" for YouTube clout, monetization, and free shit lol.

 

[sgtsandman]

A Brand Ambassabor? No. One doesn't get to be one if they put out any kind of negativity in their reviews and promotions. Those that do, don't stay a Brand Ambassador for long. 4XOverland ran into that with BFG when all he complained about was the width of the tires he was pushed into getting when they supplied tires for the build he had finished.

Influencers on the other hand, it depends. If they cover a general subject I'm interested in, I will watch their reviews and see what they do. If they are willing to point the weak points on something and why, they might gain my trust. If they continue to do so and and they seem legit in their reviews, they will gain some cred.

 

[superj]

I dont even look at what those kinds of people say or how they use products because i believe they are influenced and have biased opinions.

I just research the products in forums so i see real people's experiences.

 

[SenorNoob]

I rarely know when a Youtube video is a "pro" or not. Educated guesses I suppose. For me if a review doesn't have single negative aspect it's unrealistic. I usually have a vague idea of what I want before I go shopping and work from there. If it's truck related I start here. I know enough people here will give honest reviews. If something is truly unknown I will try to do the same after purchase..

 

[sgtsandman]

I rarely know when a Youtube video is a "pro" or not. Educated guesses I suppose. For me if a review doesn't have single negative aspect it's unrealistic. I usually have a vague idea of what I want before I go shopping and work from there. If it's truck related I start here. I know enough people here will give honest reviews. If something is truly unknown I will try to do the same after purchase..

The honest ones will tell you if the item in question was given or bought. Some will even mark their video somewhere "paid content". As to whether the review is a good one or not will take time to decern. Over enough videos, you will get a feel as to whether they are giving an honest review or not.

 

[Jim Oaks]

 

[RobbieD]

So, what's your opinion?
Do you believe brand ambassadors and influencers?
Do you trust them?
Have you had trouble finding honest reviews?

I want to hear from you.

I'm old and cynical; therefore I don't trust anything or anybody.