How Brands Can Better & Effectively Use Influencers

https://miro.medium.com/max/1200/0*uPEXSSv59uAYEmc7

Influencer marketing isn’t as simple as choosing an influencer with a high number of followers to post an ad for you. In 2019, there have been a multitude of changes that have taken place in the influencer marketing world which brands need to factor into their strategies to get the most ROI.Consumer expectations around authenticity, an increase in influencers making it harder to reach their target market, and the need for solid evidence of the success of a campaign or post are the key trends we’re seeing shape the changes this year.

Below is a list of things to remember before engaging an influencer for your brand, to ensure the highest success rate.

  1. Influencers are people too

It’s clear that brands need to identify an influencer that suits their image and has an audience appropriate to them, as it’s obvious it’s not a ‘one size fits all’ approach.

Think of the basic advertising and marketing principles such as brand consistency across its messaging, imagery, stunts etc. All of these principles also apply when it comes to selecting influencers.

For effective market penetration in the influencer space, brands need to change the way they see influencers. It can feel a little strange at first because we’re so used to having our own perception of them through a screen, but brands need to challenge themselves and stop being transactional and start building genuine relationships.

Doing this, not only will your brand foster beneficial relationships for future activity, but the synchronicity between the influencer, brand and audience is the key driver to the most genuine engagement and success of the campaign.

Of course, there is always the irony when it comes to using influencers since brands pay for influencers to post an ad, so it can be perceived as anything but genuine. Therefore, it is important to be mindful that influencer marketing is actually a partnership and when working together, both reputations are on the line.

2. Video is the new black

Like all key moments in pop culture, trends come and go but some stick so well that they stay popular through the generations. The 20s had smoking and flapper dresses, the 60s had the flare pants and tie-dye, the 80s had the boombox and the 90s had the blackberry.

In 2019’s digital climate, the legacy that millennials and Gen Zs have left is the ubiquitous use of social media. This demographic has propelled the amount of user-generated content full of memes, live streaming of stories and videos, which is why video is currently on trend.

Since 90% of Gen Z and 83% of millennials are spending at least two or three hours a day watching videos on their smartphones, brands need to capitalise on creating fun video content and memes that can be easily shared with their peers as it resonates well with this generation more than any other form of media.

3. Authenticity is key

When followers feel like influencers are real people they can relate to and even share similar experiences with, that’s when the magic happens. The most successful influencers have a highly captivated audience because of their ability to produce authentic and relatable content.

Since millennials and Gen Z’s are digital natives to social media and advertising across these platforms, they are naturally more switched on when it comes to recognising when they are being overtly marketed to.

According to a study by Deloitte, 72% of millennials use social media as a good way to stay connected to news and topics that are important to them, while 65% of millennials said that they are happy to receive targeted content if it aligns with their interests – proving they are savvy when it comes to their consuming of digital content.

If businesses want to engage an influencer to market to this demographic, they need to be mindful about content that’s not consistent with the influencer’s audience and brand.

Brands need to change their thinking to view their relationships with influencers as adding a ‘human element’ to their marketing approach, as opposed to looking to influencer marketing as another means to just sell their products.

4. Data is king

Influencer marketing has always been seen as an enigma, with traditional marketers often questioning whether it can yield actual commercial results.

The reality of it is that it can. One of the best examples is homegrown company Hi-Smile. Founders Nik Mirkovic and Alex Tomic started the company with $20,000 of their own savings using solely influencer marketing, which then grew the company into a $40M business with over 100,000 customers across the globe in just three years.

Measuring ROI and using data to track the success of a campaign is important, not just because you can say with authority that investing the marketing budget into the influencer space was a wise move, but so you can optimise your campaigns.

Influencer marketing is still relatively new and there’s a huge potential to lead the market.

5. Talking to Gen Z

By next year, Gen Z’s are expected to account for about 40 percent of all consumers, not to mention social media has become one of the key driving forces for this generation to purchase products, accounting for 80% of purchases.

Instagram (44%), Snapchat (21%) and YouTube (32%) are the core outlets making the biggest impact in this space and influence everything from purchasing decisions, lifestyle choices and even political perspectives.

After almost a decade of focusing on millennials and Gen Y, brands that haven’t started factoring Gen Z into their strategies are shooting themselves in the foot.

Given Gen Z’s have an attention span of about 8 seconds, capturing their attention requires authentic and engaging content that they can contribute to, interact with, or be a part of. They want to feel like they are part of an actual community attached to authentic causes.

Despite the digital landscape’s challenges, there’s an opportunity for brands and businesses to market to consumers in a more flexible way to adapt to this new digital era. With so many opportunities for brands to utilise this generation of social media lovers to their benefit, remember the five key tips to ensure success and tap into a savvy, yet highly engaged type of audience.


Nathan Ruff is the co-founder and CEO of Hoozu, a data driven content creation business that uses creators and content to convert sales for its clients. Nathan has a wealth of specialist knowledge across industry trends, managing risk and ensuring accountability in a relatively unregulated space. He has also successfully founded five companies, including Market Engine, Urban Geek Media and VOLT Media. Nathan has been instrumental in helping to disrupt the influencer marketing industry and bringing accountability to the discipline.

Source: How brands can better and effectively use influencers – Dynamic Business

.

.

More Contents:

Today’s top Instagram marketing trends that are ready to work in 2021 –
socialcaptainco.wordpress.com – Today
[…] Carousel posts allow brands and influencers to create mandatory and detailed posts and the feature has certainly been implemented […]
9
7 Examples of Influencer Marketing on YouTube –
scottdclary.com – Today
[…] Brands and influencers often use this approach to introduce new product lines to the public […]
0
Buying Instagram Views – OUT; Find More about What’s IN
[…] Since nobody wants to face these losses, many brands and influencers are quick to resort to dirty shortcuts that fast-track the process of gaining Instagram engagemen […] who are willing to sell thousands of views – making it a very convenient option to choose for brands and influencers […]
N/A
Account Coordinator, Travel, Hospitality & Leisure (hourly) | iCIMS Social Distribution
social.icims.com – February 21
[…] in internal meetings and take notes/send recaps * Conduct research like competitor news, vendors, brands and influencers for partnerships * Develop and maintain media lists * Monitor, track and develop monitoring reports […]
N/A
The Martech Weekly | #027
us17.campaign-archive.com – February 21
[…]   ��‍♂️ What is social capital? Here are a few thoughts on a new blockchain-powered way for micro brands and influencers to generate revenue online […]
N/A
Graduate Social Media Executive Job at Cooper Lomaz Recruitment
socialmediajobsnow.com – February 20
[…] – Seeking out new opportunities to build collaborative relationships with bloggers, relevant brands and influencers across all accounts […]
0
How to become an Instagram star part 3
[…]  Why is Instagram so popular amongst brands and influencers? Did it overtake video and YouTube – didn’t it used to be all about vloggers? R […]
N/A
Creating a Buzz With Blogs and Influencers
[…] success, while there are also online platforms dedicated to facilitating the connection between brands and influencers […]
2
How to Properly Run Giveaways as Part of your Influencer Marketing Strategy
openinfluence.com – February 20
[…] After months of being at home and practicing social distancing, brands and influencers alike are hungry for ideas that drive organic engagement and grow their followings by generatin […]
N/A
Arham Surana: The Epitome of Persistence and Resilience
[…] There are many brands and influencers whom he has helped establish themselves with large audiences over various platforms on social media […]
N/A
How Brands Are Using TikTok for Advertising
[…] obsession with sea shanties and engaging users with ‘challenges’, it also presents opportunity for brands and influencers to make their voices heard to a new audience […]
0
7 Examples of Influencer Marketing on YouTube
blog.hubspot.com – February 19
[…] Brands and influencers often use this approach to introduce new product lines to the public […]
4
TikTok is testing out a seller marketplace
[…] A TikTok marketplace, if it does move beyond the testing phase, can benefit both larger brands and influencers who want to sell their own products […]
N/A
The Motherhood Inc. on LinkedIn: #influencermarketing
http://www.linkedin.com – February 19
[…] this week on Influencer Marketing! Quick takeaways: – Audio is ripe with opportunity right now, for brands and influencers alike -Influencer Courtney Brennan said, “I live my life while listening […]
0
Clubhouse grows to 8 million downloads for people starved for audio conversations
venturebeat.com – February 19
[…] audience because it is in beta and it is still yet to be seen how they are able to integrate brands and influencers […]
5
NYFW 2021: Key Trends & New Digital Experiences
http://www.syte.ai – February 18
[…] along with an augmented reality pop-up shop — and fashion often follows on the platforms beauty brands and influencers flock to […]
3
How has Instagram become a support system to influencers. –
journalism691604576.wordpress.com – February 18
[…] Instagram has become a place for costumers to browse, share and discover brands and influencers have offered this space as brands are seeking the opportunity to sell not just their products bu […]
0
Social Media and Influencer Marketing Agency Doubles in Size Following Strong Growth Over Lockdown
businessnewsthisweek.com – February 18
[…] In 2020, headcount increased from 13 to 24 with a host of global brands and influencers being added to the agency’s already impressive portfolio […]
0
The era of a new type of ‘social’ media
[…] There is of course an ideal position for brands and influencers to create exclusive content streams for small groups of their following […]
N/A
How McDonald’s Found a New “Authenticity” With McRib Memes
thesocialmediamonthly.com – February 18
[…] This led to the FTC to take action in 2017 (and again in 2019), asking brands and influencers to clearly indicate sponsored posts via hashtags such as #ad or #sponsored […]
N/A
The Unstoppable Growth of Shoppable Content – And Why It Matters
[…] has evolved into a destination where users routinely buy directly from the posts and livestreams of brands and influencers – heading straight to checkout without leaving the app […]
N/A
Other platforms ‘offer a superior experience’: Why Google’s Shoploop missed the social shopping trend
http://www.zgenmedia.com – February 18
[…] ” Shoploop was missing several features that brands and influencers have come to expect, like a “follow” button, or a place for creators to link to their blog, othe […]
N/A
Artificial Intelligence Is Now Shockingly Good at Sounding Human
[…] VocaliD has since expanded to commercial brands and influencers […]
1
HOW CAN YOU USE INFLUENCER MARKETING IN THE MOST EFFECTIVE WAY?
http://www.linkedin.com – February 18
[…]   MicroGlobe is a data-driven automated influencer marketing platform for brands and influencers to create value-added collaborations and manage campaigns using real-time analytics […]
N/A
Other platforms ‘offer a superior experience’: Why Google’s Shoploop missed the social shopping trend
digiday.com – February 18
[…] ” Shoploop was missing several features that brands and influencers have come to expect, like a “follow” button, or a place for creators to link to their blog, othe […]
1
Why Google’s Shoploop missed the social shopping trend
digiday.com – February 18
[…] ” Shoploop was missing several features that brands and influencers have come to expect, like a “follow” button, or a place for creators to link to their blog, othe […]
N/A
Influencer marketing guidance
[…] The main difference is that the results of the campaign are usually collaborations between brands and influencers […]
N/A
Tiktok steps up its monetization game with its Seller University
blog.worthix.com – February 17
[…] And they also want to offer affiliate possibilities by mediating collabs between brands and influencers […] This streamlines the process for brands and influencers alike […] This could be a great signal to both brands and influencers who may be questioning whether they can make money off this or not […]
1
6 Ways Social Media Marketing Has Evolved 1 Year into the COVID-19 Lockdown
[…] As studios shut down last year, brands and influencers developed partnerships that centered solely on content creation […]
N/A
How To Make a Vlog [Step by Step]
blog.hubspot.com – February 17
[…] So, naturally, it’s where most brands and influencers launch their channel […]
16
Use of shopping apps globally grew 45% in 2020, driven by social and live streams – Mobile
internetretailing.net – February 17
[…] Brands and influencers pitch products in a live broadcast, and viewers click to buy in real time […]
N/A
5 Ways to Amplify Your Facebook & Instagram Influencer Campaigns
blog.wishpond.com – February 17
[…] There are many good examples of brands and influencers using Facebook and Instagram affiliate marketing to boost their sales, so you might want to loo […]
1
NiftyKit – A Tool to Create Digital Collectibles on the Ethereum Blockchain
niftykit.com – February 17
[…] We’re looking for creators, musicians, artists, brands, and influencers who are interested and ready to explore how to grow their business with digital collectibles […]
N/A
TikTok to launch affiliate program for shop owners and brands
[…] to tweet by Stacked Marketer, the popular short-form video app is working on ways to bring together brands and influencers in this way […]
1
Tooth whitening brand HiSmile advert banned over “clinically proven” claims
[…] follows the ASA’s decision earlier this month to crack down on ‘misleading’ filters used by beauty brands and influencers on social media over concerns that these could exaggerate a product’s effects […]
N/A
The next social media frontier for fashion
[…] The opportunity for brands and influencers is to “bring in their fan clubs and give them special access”, says Tesa Aragones, who joine […]
3
The 5 Types of Social Media and Pros & Cons of Each
blog.hubspot.com – February 17
[…] Brands and influencers on these apps tend to cater their content to the platforms’ younger audiences […]
295
11 Must-Follow Digital Marketing Trends In 2021
seo.co – February 17
[…] In 2021, this combination will undoubtedly lead to a successful year for brands and influencers/content creators alike […]
N/A
3 Reasons Giving Back Is Key To Cultivating A Younger Audience: An Interview With Giuliano Gigliotti – Business Quick Magazine
pathofex.com – February 17
[…] a way to thank our customers for their support, but it also gave us a chance to highlight multiple brands and influencers within the cannabis community […]
0
— The Social Media Marketing Strategies You Can…
bembrybusiness.tumblr.com – February 17
[…] using them can speak up against (or in favor of)  anything, everything, and everyone, including brands and influencers […]
1
We’re Joining Elgato & Corsair
visualsbyimpulse.com – February 17
[…] The brands and influencers who push us forward […]
8
20 Best Instagram Growth Services and Platforms of 2021
[…] get noticed on the platform and get you more fans and followers, albeit gradually: Collaborate with Brands and Influencers Most of the people on Instagram come to socialize, connect and interact […] The best way to drive more engagement on Instagram is to connect and collaborate with similar brands and influencers […]
N/A
25 Home Business Ideas You Can Start Right Now
[…] AUDIO OR VIDEO EDITOR Brands and influencers require help developing audio and video work but do not constantly have the time to best a to […]

 

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: