All our decisions have been influenced in some way – maybe by friends and family, maybe by adverts, and maybe by those people who make a career out of influencing your decisions. “Influencer” Is a career choice now, and is a strange land where the bigger the name does not mean the bigger the return.
Now people don’t always listen to the big names – just because Kim K likes something, people don’t run out and buy it anymore. Social media users are wise to the fact that she’s paid to endorse it, rather than it really being her favourite brand. So is Influencer marketing actually a thing any more? Do people trust them enough to buy from their recommendations?
First, there are many positives for bringing in an Influencer to your marketing strategy, so here are some things you need to consider:
MICRO INFLUENCERS – Celebrities have always been able to use their status to influence others regarding fashion, technology etc., and are frequently used in advertising. However, big things can come in small packages and that is very much the case if you use micro influencers within your strategy. Although these people may not have as many followers as that of big-name celebrities, or even macro-influencers; what they do have is a niche following that can be beneficial to your brand. Micro influencers easily connect with their communities and will often have great engagement with their audiences.
QUALITY OVER VANITY – Marketers are moving away from seeking out influencers whose credentials only include the number of followers they have and their general online presence, and instead are looking for those individuals who produce quality content with brand values; influencers that are knowledgeable about their industries, in other words – the Micro influencers.
VIDEO -. We can all now harness the power to create our own videos from the palm of our hands – amazing! Social Media platforms, like TikTok, have exploded in popularity, to the point where Facebook, Instagram etc., are realising the importance of this and are beginning to prioritise video. What can influencers do? Make videos. With the ability to create content quickly and cost-effectively it is no wonder that this remains a favoured marketing tool.
UGC – With User-Generated Content comes great power. It was reported that 86% of companies use UGC as part of their marketing strategy. When consumers see like-minded people using products or promoting a certain brand, this can help influence their decisions as consumers. Using UGC can increase conversion rate and boost sales.
LONG-TERM RELATIONSHIPS – Having an influencer showcase one of your products is great, but it need not be a one-time occasion. Why not let the one social media post or video be the start of a beautiful relationship? Creating long-term relationships with influencers can be win-win situation for both the Influencer and your company. Continued use of your products will provide Influencers with a deep understanding of your brand. If they are seen using your products out with sponsored postings, then that can create a greater sense of authenticity. Your new partnership will also provide them an impressive standing within the Influencer community.
CREATIVE CONTROL – Influencers know their audience and social media platforms at an expert level, that is why it is worth considering giving them creative control over their content. GoPro chose this route by asking 42 creators to travel to Switzerland with their product and gave them the freedom to do what ever the wanted. The result? Forty-two very different ways of showcasing the product, all of which received hundreds of thousands of views.
Influencer marketing is still very much a thing. If you are thinking of collaborating with an Influencer for your marketing:
- Who is your demographic? Ensure that you have the right Influencer for the right audience.
- Think about your terms and conditions, e.g., the length of time you want to use the content.
- How can you monetise your relationship with an Influencer?
