Some of the most effective marketing strategies highlight people. Showing and hearing from a diverse group of people really position a brand as more relatable. Think about founder stories, customer-centric stories or when a brand allows their employees to share their stories about the brand they work for. However, influencers and creators are another great way to foster human connection and to tap into a peer-to-peer style marketing strategy.
70% of consumers trust influencers as much, if not more than, their IRL friends (Smart Brief article)
60% of marketers agree influencer content performs better than their branded content (Smart Brief article)
However, there are some challenges.. such as which metrics to track, deciding what tools you can use to level up your campaign, considering which platforms to use. Should this be on Instagram, TikTok, YouTube or another platform? Also considering what type of influencer or which niche(s) to tap into. Another challenge that brands have is often setting a budget. There are so many benefits though including costs, distribution, turnaround time, reporting and more. Let’s unpack some of this further!
BENEFITS
- Very cost effective. Influencer marketing saves the traditional expenses for video/photo equipment, locations and studio rentals, MUA/hair, models, props and more.
2. Influencers cut through the noise quicker! Their audiences act on their recommendations. They have built trust with their audience and often look to creators as thought leaders. Consumers are more likely to listen to a creator than a brand.
2. Influencers help with social spreading. Influencers can easily share your message to an audience they know. Plus, you can ask influencers for insights on their audience to ensure you’re tapping into the right people. Working with influencers really adds to the validity and relevancy of your brand.
3. Leverage influencers and create an amazing opportunity for diverse messaging. Often brands are testing different messaging and concepts but influencers often have their own tone and voice which can support brand messaging.
4. With proper strategy, influencers can create a snowball effect. They inspire not only consumers but other creators. Think about the power of challenges, hauls and reviews and how these creators could support your campaign.
CHALLENGES
1. Finding the right influencer can be hard. It’s not just about the number of followers, or the likes they receive. It’s not only about their look/image either. Understanding the creator’s brand and values plus knowing the type of following they have is super important. This is time consuming when done right but is so crucial and often the reason when a campaign flops. creator services can help with that!
2. You need to know what you want as the brand. You need to clearly communicate that in a brief: key messaging, type of images, disclosures and as much detail as you can provide. For example, do you want the influencer in the photo? Does the product need to be open or in frame? Anything to keep reshoot costs down! On that note, ensure you have a solid agreement or contract that touches on exclusivity, usage rights, revisions, approvals, etc.
3. Analytics can be undervalued or underutilized. It’s more than just the number of likes, comments and sticker taps. Figure out what the reach and impressions were. Did anyone share and save this content? Did this prompt direct messages or comments specifically about the brand/product/service/event? Was there a traceable URL in place or another way to track conversions? How about a promo code for each influencer?
4. Building relationships with creators. As a brand you need to have some level of trust that the influencer knows what type of content to create, how to position the ad/tell that story so it resonates with their community best. Allowing some flexibility will benefit you as the brand but will also help you build rapport.
