Over the years, social media has become the epicentre of the marketing industry. There was a less structured approach to this in the early days before the larger brands started to dabble in this space. This brought marketing specialists to the arena along with methodology to the process. The result is a rise in brand sentiment, which has been proven by industry surveys as well as campaign performance.
Influencer marketing fuelled by the ability to gather data on performance across media and is now one of the most measurable media mix. Many brands have developed confidence that was missing due to this. This has resulted in influencers and digital creators becoming part of the marketing mix with more budgets setting aside money for this. Brands now have the opportunity to be the driver behind influencer marketing by innovating and taking it to the next level.
More Integrated, More Strategic
The strategy of early influencer marketing where a product was placed in the hands of the influencer and the brand hoped for the best is proving to be less effective. The most influential creators will be selective in the brands they work with, how and when they work with them. The best results will often be achieved when the core message of the brand is integrated seamlessly into the content the influencer producers regularly, using a web design agency Basingstoke can help with this. The message could be the same as a TV ad or a Facebook campaign but will be more compelling in this context.
Instead of a simple shout-out or an endorsement, the brand should look at ways to integrate their product into the storyline of the influencer. The gaming industry is one that excels at this with brands working with influencers to create a live-action campaign, which teases their newest games. Mercedes Benz chose a different route and works with Loki the wolf dog. Whose owner takes trips through the mountains and shows it through the eyes of the dog.
The brand will need to be brave and empower influencers to push their creativity in ways that remain true to their tone and style while aligning with the message of the marketer along with their values. This can be done by providing brand guidelines to the creators along with key talking points. The brands will also retain the strategic control while the communication will feel organic and authentic.
Which Influencer Is Right for Your Brand?
When it comes to creator talent, there are hundreds of thousands of options out there. This is why it is so important to know how to narrow down the field and choose the right influencer for your brand using the available demographic analysis. You also need to note that there that there is a rising tide of influencer fraud which is why you need to complete correct due diligence. This due diligence should include an audit of the influencer’s audience from the backend as well as the profile that they have.
If you look deeper into the influencer profile, you will easily be able to see any fraudulent activity. If someone claims that they are a famous influencer in the UK but they have a large audience from Indonesia or other random countries, it is possible that they are paying for followers or engagement. When you base your brand deals on guaranteed organic views and engagement instead of followers, you can ensure that there are human actions and not bots behind the metrics.
After you have looked into the profile and metrics of the influencer, you should take a step back and look at the passion the creator has for the project that is being given. After all, it is only when the end piece of the creative has been delivered with a passion that a brand will be able to unleash the power that comes from influencer marketing. When it comes to this type of marketing, you have to remember that it is not just about making an advert. It is about creating an original and authentic piece of content that will resonate with the end viewer. Only then will you be able to get the brand affinity and clear path to purchase that you want from the marketing.