Influencer led marketing work wonders...
Ravindra Lattoo
Dynamic Sales Leader: 12+ Years Sales Experience, 4+ Years in Team Leadership
Influencer led marketing works!
Nobody thought before a decade or two, a person can be full time content creator or influencer in their career.
It's another product of social media apart from performance & programmatic advertising bringing additional ad revenues for the platform.
So, if a platform can manufacture ads for the demand side, why can't we as a platform manufacture PR (Public Relations) for our set of advertisers & then term it as UGC - User generated Content & IGC - Influencer generated content!
If paid ads won't work, branded content would work with audience, at the end of day something will work!
So, if users are down by ad fatigue, let us target users by UGC/IGC through discount & promo codes of brands through a community of influencers.
With influencer marketing, it makes perfect business sense for walled garden to monetize your attention.
And passive users on social media, esp. post covid who started spending more time on social media actually empowered influencers & influencer marketing.
These motivated influencers to work harder on creative part & get more eyeballs & engagement from their followers. Influencer led creatives worked better in most cases than paid ad led creative or brand led organic creatives in terms of views, memorability & engagement. IGC further got amplified with influencer community outreach & that worked for platforms & brands in campaign delivery.
Why has it worked for brands? Because paid ads are very cost intensive & when they can get the same reach, the same engagement & the same follows through multiple influencers that too at less budget then why not adopt & use influencer marketing!
As a next step for brands, they should essentially focus now not only to track awareness but try tracking full funnel marketing objectives - consideration, conversion, loyalty & advocacy with sophisticated influencer platforms.
A word of caution for influencers is that if you want to stay commercially relevant & want a longer shelf life on platforms then just endorse only those brands which make sense to you & advertise responsibly. You will eventually make money & earn respect also.
Influencer marketing becomes a killer method when done with authenticity & with creative UGC/IGC. When not done in an authentic way, influencers cannot influence & brands are perceived as just another brand/fake brand.
As humans, we are more tuned & biased towards social proof.
In social media, social proof caught genuine popularity when influencers through their generated content gained trust of their audience to buy the products/services they recommend based on their expertise/industry experience/product demo/product consumption done in live streaming or recorded video or through image/carousels.
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The craze to be an online influencer & sign brand deals was so lucrative that even CELEBS (singers/actors/sportsman/politicians/entrepreneurs/popular figures) themselves became social media influencers.
Social proof can be fake or genuine. So as a marketer, you need to identify & separate grain chaff from the grain to get that campaign effectiveness.
Effective Social proof = IGC/UGC + Social currency (likes/comments/follows/ saves) + Website testimonials + Ratings & Reviews on Google/Bing/ Amazon/Flipkart /Shopify/ Ecommerce sites + Case studies of consumer use cases on website + Influencer endorsements + Earned organic media on brand/influencer page for that brand.
As humans, we need psychological safety while making shopping decisions - when some else has already tried & tested or someone shows us evidence/data about product/service, we are likely to buy it. And social proof is here to stay!
Influencer marketing can help you drive brand awareness, drive sales through promo codes. Through tracking links/cookies/ mobile identifiers, we can understand consumer behavior about brand. We can collect the campaign data & then even can use retargeting ads & remarketing lists to drive consumers from tofu to mofu, & mofu to bofu (assuming linearity of consumer buying journey here, it's not always linear though)
Influencer marketing is not limited to only social media, you can use bloggers. Bloggers have strong newsletters with genuine & loyal audience than social media.
Earning & retaining audience through blogs is difficult is difficult, so at times even a small blog audience can turn out to be effective for a brand.
A lot of influencing marketing softwares are also available in market. They can help you to select the objective, selecting the right combination & no. of influencers, their teams can help you with right ad objective & the entire program to promote it & even track it. As a marketer, all that you need to have critical assessment on the budget part, time to adopt & internalize in your organization, their campaign methods from ideation to monitoring to insights & final campaign delivery part as projected by them pre-campaign. These influencer marketing softwares are your campaign catalysts.
The last & most important part is that if you are executing an influencer marketing campaign only for your brand campaign then nothing much to worry but if you are executing influencer marketing campaign along with other online & offline campaigns then you need to prepare & architect your brand strategy with objectives, brand creatives across delivery modes, assigning manpower, softwares & external agencies for execution, tracking campaigns & collecting data from campaigns for data driven insights - all has to be well planned & thought so campaign comes in harmony & coherent. This is crucial & major miss by brands today!
What worked for you as a marketer, let us know in comments?
#influencer #influencermarketing #influencermarketingagency #influencermarketingtips #creatoreconomy #creators
Director Strategy and Development
10 个月I sincerely believe that the future of marketing and even advertisement will be away from the current model, which is still based on the idea that "we need to display the virtues of the product to the customer". The omnichannel advertisement approach as well as technological ability to inject marketing message into almost anything turned the advertisement into "white noise" - i.e. the customer is so used to be bombarded with messages literally all the time and everywhere that his/her sensors starts to disregard the signal. As a counterforce, I see many people starting to trust an authority, a voice of reason and a likeminded indivudual more than yet another online popup or agressive TV commercial. The real challenge is how for such an authority ( and I dont really like to word influencer) is how to deliver value to his/hers "tribe" that will be beyond the mere consumption and discounts.
Attorney At Law at CIVIL COURT CASES
1 年Very useful
Entrepreneur
1 年Hi, we know currently all the management done for influencer marketing campaigns is on sheets and it's not easy to manage and keep track of campaigns and influencers. We are going to launch a platform where agencies can easily manage their influencers and campaigns efficiently. To make it more useful to agencies, we would love to hear from you about the problems you face in managing campaigns and influencers through sheets. We will be selecting 10 agencies for the beta version who will get early access to all the features for free. If you are interested, write to us on [email protected]
Next Trend Realty LLC./wwwHar.com/Chester-Swanson/agent_cbswan
1 年Well said.