Why is finding influencers that align with brand values more important than audience size when marketing on Temu?

Brand alignment is more crucial because it fosters authenticity, trust, and a higher likelihood of conversion within the target audience on Temu. An influencer whose values align with the brand will genuinely connect with the product and communicate its benefits in a credible way, resonating more effectively with their followers. A large audience size is meaningless if those viewers aren't the right demographic or don't trust the influencer's endorsement. For example, a sustainable clothing brand partnering with an eco-conscious influencer will reach an audience already interested in ethical fashion, resulting in higher engagement and sales. Conversely, a fast-fashion brand working with the same influencer would damage both their brand reputation and the influencer's credibility. Even with millions of followers, an influencer promoting a product they don't believe in will likely generate low engagement and minimal sales, undermining the entire marketing effort.