The growing importance of marketing influencer
According to the top hit on The Urban Dictionary, being #instafamous is”… a pretty girl who posts a thousand pictures of her face or whatever food she eats. This may also include pictures of the food of other people.
Since this definition may seem nonchalant (and somewhat ridiculous), #instafamous Influencer Marketing is a sensation that continues to boom in 2019 and beyond. Influencer Marketing is the first full-blown marketing platform powered by customers. They’re real people talking to other real people and that’s why they’ve got such a powerful pull.
Brands are becoming harder and harder to’ hear’ on social media, including all the clutter of poorly written ads and tacky advertising (and, of course, with the recent news feed algorithm changes!). Influencers typically act as authentic advocates for a brand, and at the same time they are super talented content producers / art directors / photographers / videographers and models (goosh what they can’t do!?). As a result, influencer content will result in so many marketers hoping to reach the cut-through.
So how do you incorporate #instafame into your approach as a marketer? We have three important ways to make sure you have this year’s Influencer Marketing brush!
1. Try to achieve a strong return on investment before you buy Influencer Marketing. Not only do you reach new audiences when influencers post your branded content to their socials, but you can analyze the organic results without committing to any media spending. A brand can choose and select the best performing posts from here and improve on the platforms of the brands. The 2017 benchmark study from Facebook UGC reported that user-generated content on Facebook generates 6.9X more interaction than branded content.
2. Big Things Come In Small Packages If people think of influencers in general, they think of the world’s Kylie Jenners. HUGE costs come with these influencers of tier 1 (macro-influencers). Instead, micro-influencers are used by smart brands?classified as someone with fewer than 100 K followers. We seem to have a strong and genuine influence on their followers with a smaller community. In reality, the engagement rate of micro-influencers with 3-10 K followers is 338 percent higher (Tribe Data from 2017). Smart brands are now using their marketing budget by engaging with micro-influencers to get a variety of happy snaps, improve incremental reach, and check the creative for results.
3. hotcontent So now you’ve got a #hotcontent that saved you thousands of $$$in videographer, photographer and art director fees. Furthermore, in an authentic way you have reached new audiences. What’s next, then? In your wider marketing plan, you can actually use the beautiful content of the influencer, which you know has driven strong results, for a small fee. Think about OOH, coding, website for EDM… to name a few. It’s a great way not only to highlight new, innovative imagery, but also to develop your brand from the perspective of the UGC (community). Your customers are on the planet’s fastest-growing creative solution, it’s the smart brands like Dan Murphy and Swisse who tap into it.
We at The Wired Agency recognize the growing importance of Influencer Marketing in the world of social media. Through the Tribe network we engage micro-influencers. We’re taking the hassle out of the two-ing and fro-ing and doing the hard work. For a free consultation, please contact us