Under The Influence Of Influencers

Welcome back to Living Creatively, the newsletter dedicated to the power of creativity in life, in business.? And in the ad business today, the new creative power is influencer marketing.? Some say it's becoming the backbone of brand building (some of those people are, of course, influencers).

?If you’ve got a microphone or camera and an opinion…you’re an influencer. So, how did we get there??

?To start with, people are inherently social.? We’re emotional beings, by nature.? When something matters to us, we’re even passionate.? People are driven by a need to belong, to find groups that match their beliefs and support our interests.? And we trust those with whom we identify, recognize or respect.? So, it isn’t a stretch to see why following influencers is wired into our DNA.

?We’ve all seen the stats:? 66.2% of the world’s population uses the internet.? From 2020 to 2022, internet usage increased by 1,355%.? 6.7 million people blog regularly.? In a single day on Instagram, 4.2 billion pictures are “liked.”? In 2021 there were 2.5 billion social media users around the world. And according to EarthWeb, 38 million of those people are considered influencers.??

?The ability for us to find and follow people who engage, inspire, entertain or simply share our passions is staggering.? They are digitally present in our lives, every day.?

Is Advertising Fighting A Losing Battle?

For the first time, content streaming (everything from YouTube to Roku to Disney+) surpassed both broadcast and cable viewership.? With options like subscribed viewing, VOD, ad blockers and stricter sponsorship rules on social platforms, reaching consumers has become a constant struggle for brands.? And, when it comes to people believing traditional brand messaging, the numbers are even worse.? According to Nielsen, 92% of consumers trust word-of-mouth or friends/family over advertising.

?So, in response, marketers are turning to influencers.? In fact, the IPA recently reported a 20% decline across advertising, while the use of? influencers rose by 46%.? You could say that in the race for brands to locate customers,? influencers have become a marketer’s new favorite media channel.? The flip side:? We all know that when a media channel becomes popular, it also gets expensive. ?

What To Consider When Considering Influencers

While influencer marketing may be exploding, it does have its obstacles, challenges and pitfalls.? For instance, there’s the “shifting sands” of celebrity popularity–one day they’re in, the next day they’re out.? And followers can be fickle, even fake.? Also, the trending topics an influencer chooses might not always align with brand positioning, sometimes they’re downright opposite.??

?But potential downfalls aside, influencers are one of the strongest connections to a brand’s customers. So, with that in mind, here are a few considerations when it comes to partnering with influencers:

?#1:? Brands have a collective audience:??

When choosing influencers diversity and inclusion are key.? Most brands have a varied customer audience. ? And if product expansion or new markets are being pursued, the target audience melting pot is even wider.? So, when evaluating influencers, make certain they appeal to your entire audience.? With over 67% of the global population online, potential customers are literally everywhere.? In fact, it is entirely possible that one influencer isn’t enough.? Think collectively.? A group of diverse influencers able to authentically connect with audiences will do more than a single mega-influencer.

?#2:? Consider using micro or nano influencers:

?While the number of followers is the most common evaluator for an influencer, it isn’t the only way to find the most effective brand match.? And, as I mentioned, when it comes to followers, numbers can lie.? It’s not uncommon for bots or fraudulent accounts to follow influencers, artificially boosting their count.? Another approach–choosing influencers with smaller numbers of authentic followers.? Real fans.? In fact, the engagement rates for micro influencers has risen to 7%, the highest among all influencer categories. Plus, when it comes to working with brands, these kinds of influencers are much more collaborative.

?#3. Not partnerships, but relationships:

?Consider all the stops along a customer journey.? A successful path to purchase probably doesn’t happen with a single influencer encounter.? Plus, as the sales funnel narrows, the message changes. A true relationship with an influencer can provide the right engagements at the right time, communicating along the entire path.? Even better:? As people become more accustomed to purchases on social channels, a brand’s influencers have direct influence on that final sale.?

?#4. The cause vs. the influencer:

?Today’s consumers are cause driven.? They want to see the purpose behind a brand before they decide to support it. When consumers relate to the brand’s beliefs, there’s a good chance they’ll become loyal supporters.? One way to communicate a cause is to join with influencers who champion it–a shared brand/consumer passion amplified by advocates with a strong social presence.? This way, the cause becomes the primary attention-getter, and it keeps the brand connected to the spotlight.

?#5.? Long and short conversations:

?Today’s influencers and content creators not only specialize in areas of expertise, topics of interest or specific entertainment categories, many focus on producing short or long-form content.? TikTok and Instagram influencers are masters of short, attention-getting content.? While certain YouTube influencers provide millions of followers with video content over ? hour in length.? Which means marketers need to match the content form as well as matching the influencer.? Again, the solution could be a mix of both, based on the audience segments or the type of engagement to get out there.?

?#6.? Employee driven content:Companies often overlook a source of influencers right under their proverbial noses:? their own employees.? They are experts, they know the brand, and they often appreciate the opportunity to become an influencer.? It’s a different approach, one based on investing time and energy to find and develop social following & quasi-celebrity.? But, in the long run it can be a more affordable, controllable and authentic alternative to an established, high-priced outside influencer who will never understand the brand as well as someone from the inside.

Mixing Influencers Into A Marketing Mix

?Gaining market share.? Expanding audiences.? Generating viewership.? Everything from building Awareness to Gen-Z prospecting…? Having authentic influencers, trusted brand ambassadors or emerging content creators involved with a brand can work wonders.? In 2022, influencer marketing is projected to be a 16.5 billion dollar industry.?

?It isn’t a fad or a trend, it’s a legit marketing channel. Which means it requires thought, strategy, perhaps a little trail/error testing.? Add in some creativity and a brand can generate effective campaigns tailored to any (and all) social platforms.? Done correctly, it might even be the best way marketing engages audiences today.?

?Of course, I don’t want to influence you one way or the other…although, in a way, I guess I am an influencer too.??

?Let me know your thoughts.? What’s your take or advice on creating influencer marketing?? It’s a conversation worth continuing.