What are the latest trends and innovations in influencer marketing and how do you keep up with them?
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One of the biggest trends in influencer marketing is the rise of micro and nano influencers, who have smaller but more loyal and niche followings. These influencers can offer more authenticity, trust, and relevance to your brand, as well as lower costs and higher engagement rates. To work with micro and nano influencers, you need to identify the ones who share your brand values and goals, create personalized and collaborative partnerships, and measure the impact of your campaigns beyond vanity metrics.
Another trend that is reshaping influencer marketing is social commerce, which refers to the integration of e-commerce features and functions into social media platforms. This allows users to discover, browse, and buy products directly from their favorite influencers, without leaving the app or website. Social commerce can boost your conversions, sales, and customer loyalty, as well as provide more data and insights on your influencer marketing performance. To leverage social commerce, you need to choose the right platforms and tools, align your influencer content with your product catalog, and optimize your checkout and delivery processes.
Video and live streaming are also becoming more popular and influential in influencer marketing, as they offer more immersive and interactive experiences for the audience. Video and live streaming can showcase your brand personality, product features, and customer testimonials, as well as generate more feedback, questions, and referrals. To succeed with video and live streaming, you need to plan your content and goals, select the best influencers and formats, and promote and repurpose your video and live streaming content across different channels.
Diversity and inclusion are not only ethical and social imperatives, but also strategic and competitive advantages in influencer marketing. By working with diverse and inclusive influencers, you can reach and resonate with more segments of your audience, as well as demonstrate your brand values and commitment to social justice. To embrace diversity and inclusion, you need to diversify your influencer portfolio, respect and support your influencers' identities and causes, and avoid tokenism and stereotyping.
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Developing authentic relationships with potential influencers is the key to learning about diverse communities and the issues or challenges within their demographic or community and explore how you or your product can deliver a solution to address those issues.
Data and analytics are essential to measure and improve your influencer marketing results, as well as to comply with the regulations and standards of the industry. By using data and analytics, you can track and evaluate your influencer marketing campaigns, optimize your budget and ROI, and prove your impact and value to your stakeholders. To make the most of data and analytics, you need to define your KPIs and metrics, use reliable and relevant data sources and tools, and communicate your findings and recommendations clearly and effectively.
Creativity and innovation are the key to stand out and succeed in influencer marketing, as they can help you create unique and memorable campaigns that connect with your audience emotionally and rationally. By applying creativity and innovation, you can generate more awareness, interest, and action for your brand, as well as foster long-term relationships with your influencers and customers. To unleash your creativity and innovation, you need to research and understand your audience, experiment and test new ideas and approaches, and collaborate and learn from your influencers and peers.
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Consider including the influencer(s) in your creative brainstorming. They likely understand what is trending and if they understand your campaign KPI, they can create content to drive toward performance metrics. Don't forget, they also know their audience(s) better than you and what will, and will not, resonate.
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Avoid doing influencer marketing by committee. In my experience, a small team of skilled and focused creatives will usually produce the most remarkable work. Too many hands and layers of approval usually leads to uninspired work. Influencers know their audience and what will resonate — let them take the lead. If it feels just a little too bold, it's probably just right — you want to stand out, not look like everyone else.
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