As quick as the growth of the social platforms that created their pedestal, influencer have found their way into the main vain of today’s marketing mix. And although it gives us the impression that it’s a communication tool to reach the masses, it can in fact be far more powerful when used on a smaller and intimate way. The challenge, as with all marketing, is finding the right trade off between a wide reach and a personal message. The enormous reach of some influencers, which can go up to 9 figures these days, will send a single post of picture to all corners of 5 continents. The impact of such message in terms of action taken (responding, liking, or sharing) by the receiver, is relatively low. In comparison, a message by smaller, more specifically positioned influencers will hardly reach as many viewers but will have a stronger effect on the ones it does. As it is with everything, finding the right balance is key. Influencer marketing is not just a one trick pony, but it can definitely be a power horse when used well.
The main complaint across the board is the fact that an increasing amount of content is ‘fake’. As the leader of the free world keeps telling us, fake news is the real enemy of the people. Perhaps this is more true in social media than in anything else, as we are shown more ‘fake’ pictures with ‘fake’ messages from ‘fake’ accounts. And although the sponsored content tag has given us a bit more clarity on what in fact is genuine or not, it remains a challenge to judge how a certain picture was edited before it was thrown onto the web. Trusting the message means having trust in the sender.
And it’s not just the content that is becoming harder to judge. With this emerging industry come emerging suppliers; new companies and agencies that are looking to make their mark and living. Just as with other area’s in the marketing realm, it can be hard for clients to tell a one-man-self-proclaimed expert from a full service experienced agency. This in turn is the cause of doubt for many marketeers contemplating an influencer campaign, or for disappointment in the results for marketeers that execute one. Truth is this medium should be mixed into the complete marketing mix. It should be something we take into account when planning our campaign, where our drive to find more awareness, visibility or general sales determines if and how we use it. It’s another tool in your toolbox, not a must-have on your checklist.
The ‘fake’ element is certainly something to consider when planning your campaign. In order to have your message valued by your target group, know that they will respond far more strongly to something they feel is genuine. We cherish the things that we can relate too, that we understand and that play to our imagination. Therefor, having the right circumstances for your campaign is just as important as the mix. If influencers are to add value, you need to allow them to shoot something that is in line with their image, their interests and their followers. Shoving content down their pipeline is as logical as it is for them to determine your brand image. So stick to what you know, and let them shoot their own content in front of the backdrop of your brand.
KEEP IT REAL
That backdrop will then become the backbone of your campaign. It’s where you determine what your audience will feel when seeing the content that is created there. It should be a setting with the right vibe, that is in line with your message and that speaks to the imagination. In other words, an event that is both inspiring and visually attractive, and can be shot with a smartphone camera. We happen to like those type of events. We like them a lot.