#Winning with Influencer Marketing
We have seen influencer marketing go from being a ‘nice to have’ to being an integral part of the marketing mix, over the last few years| March 20th, 2017
Google classifies the term as a “Breakout,” meaning that the keyword is experiencing growth greater than 5000% – brands really wanted to get it right.
But with over 82% of marketers using influencers as part of their campaigns in one form or another, winning in this space is not as easy it looks.
Here are a few tips to navigate the changing landscape of influencer marketing –
Empower the content, don’t disturb it
Nobody knows their audience better than the influencer. Work with them to find out the best way to create content that works for their audience.
If they tell you that listing out the features of your product on their Instagram feed is not going to go down well with their audience, the chances are that they are probably right!
Give them the creative freedom to interrupt the brief in a way that works for both their audience and the brand.
Connect the dots
Influencers work across multiple channels and multiple platforms.
With more brands adapting a systems not silos thinking, we are seeing some truly integrated campaigns that touch multiple points from SEO to experiential and everything in between.
With more influencers going beyond YouTube, it is crucial to use paid media both online and offline to help maximise the system – optimise the bigger picture to increase ROI.
Say no to #OneHitWonders
Consistency opens the gates to scalability.
To see an impact in the real world, make sure you have a long term influencer strategy that goes beyond commissioning one off videos and Instagram posts.
Invest the time into finding an influencer who is recognisable by the target audience, adds credibility to the product, and are culturally relevant. Work with them across multiple projects and make them an integral part of your content strategy to really see an impact on business KPIs.
Disclose with pride
Make sure you follow the disclosure rules set out by the ASA (in the UK) and FTC (in the US) to avoid being penalised.
There is enough evidence out there to prove that influencer audiences understand how branded content works.
Trying to flaunt these rules only angers the audience and could have a negative impact on brand perceptions.
Work with the ‘right’ influencer
Pick influencers objectively instead of subjectively – use the data to find the right fit for the brand.
Influencer marketing is a two way stream, so getting this right is crucial. MediaCom’s proprietary influencer identification tool, Digital Influence Score (DIS) rates an influencer on a scale of 1-100 across three pillars – Search, Social and Content – to help identify the right influencer for a campaign, by tapping into more than 50 qualitative and quantitative data touch points.
This level of rigour ensures our brands only work with the right influencers for their needs.
Influencer marketing can deliver beyond views.
Make sure you measure results in a way that makes sense to the business. Use wider brand and performance KPIs to make sense of what this channel brings to your brand – it could be SEO KPIs like traffic to website or sales driven KPIs like offline POS consideration.
Micro-influencers will add scalability
Though no clear definition delineates “micro-influencers” from traditional influencers, an influencer with a relatively small follower base (fewer than 10,000) would usually fit the bill.
Their audience tends to be highly engaged and they offer a higher ROI when compared to traditional influencers. Work with these micro-influencers to add the much needed breadth to influencer marketing programmes and make them scalable.
Think medium, not platform
Influencer marketing is a medium, not a platform.
Think beyond the usual YouTube videos or Instagram posts to really make this channel work for you. Facebook Live, SnapChat Spectacles, AI, Podcasts etc. all are channels that have been untapped in this space.
As more brands get into this cluttered marketplace, doing something different will help you stand out.
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