Stubborn Branding Work Bacardi Branding Work JLB Branding Work Caleb's Kola Branding Work Sobe Branding Work Stok Cold-Brews Branding Work Sobe Branding Work Stok Branding Work Stubborn Branding Work Huawei Branding Project Stok Branding Work Stubborn Branding Work Sobe Branding Work Caleb's Kola Branding Work
arrow_back

Influencer marketing is about more than brands may think

For many millennials, the idea of an “influencer” is odd. I myself am not one of these select few, but I do speak as someone who knows (and follows) several people with social media clout.

From any perspective, influence is hard to define, hard to measure, and for brands, becoming harder to leverage. And the truth is, when an influencer delivers a sponsored post to me and their other 10K+ followers, more often than not we’re going to scroll right past it.

With a background in strategic communications and marketing, I might be an anomaly in the way that I think about influencer marketing. But the vast majority of millennials, the generation raised on Instagram, realizes that the Utopian life we’ve created in social feeds isn’t obtainable. At the end of the day, life just doesn’t look the way that so many ads are trying to convince us of every time we open our apps. We know that our problems can’t always be solved by the product or idea that businesses are pushing on us. We see through the posts as something that companies are putting money behind, and that it’s for profit and gain. Don’t get me wrong – there’s nothing wrong with it. But there’s also nothing great about it.

In order to “make influencer marketing great again”, a natural conversation has to exist in ways that aren’t taking place between most brands and content-creating influencers. As a concept, influencer marketing has opened a new communication pathway, as brands allow their message to come from a third party rather than from the brand directly. Even celebrity endorsements, which are arguably the predecessor to influencer marketing, are understood by all to be both overt and paid for. But in the ideal world of influencer messaging, the endorsement should be seen as authentic and spontaneous. The question is, does anyone buy into that idea anymore? In order for there to be transparency, brands have to be able to “let go” and allow influencers to create meaningful content with the same voice, expertise, and perspective that drew their followers to them in the first place. 

 

Numbers don’t lie. Actually, they do.

Though influence has always been hard to quantify, it’s become easier to measure thanks to the vast amounts and types of data that are accessible to brands. But the assumption that data alone is going to show absolute value is misguided. As a brand or business, it’s tempting to look at quantitative data — such as followers and likes — as having a high degree of value because it’s verifiable and concrete. Fortunately, many brands have come to learn that there is nuance in those numbers. On many platforms, including Instagram, thousands of followers can be a simple payment away. Even so, too often this metric alone dominates the space, with negative implications for both brands and influencers.

Qualitative data is the secret sauce as it relates to an influencer’s personal brand and audience impact – and the ability for a business to leverage it. In other words, don’t think only about numbers. Big ones can feel impressive, but they don’t always translate to a campaign’s ability to be successful, whether you are looking for impressions or direct sales.

For now, let’s put those numbers aside. The real success of an influencer marketing campaign is much like experiential marketing. It’s not only about the initial campaign or encounter. Impact can be measured over time by the value that’s brought to the community in which the brand and the influencer coexist. People value different things, which means that no follower is exactly alike. Campaigns and offers affect each one differently. But a community of people can share values and rally behind them. Those communities led by an influencer who has real impact in driving cultural and behavioral change are the people brands should seek to represent them. Brands should be more willing to identify and match with the few influencers who will represent their shared qualities, rather than the many influencers who only “sort of” do.

 

Influencer marketing

 

If content is king, then relevant content is God.

Content has always been king, but that doesn’t necessarily mean that people are listening. The idea that content should be relevant to its audience is rudimentary. Most brands seek out influencers for their ability to curate content and deliver relevant messages to their audience in a way that’s authentically themselves and appeals across the board. If an influencer is in touch with their niche, so much so that they demonstrate value to the brand, then brands need to allow them to create content that’s authentically themselves.

A frustration repeatedly expressed by my influencer friends is the micromanagement of their content by brands they partner with. If an influencer is willing to integrate your brand into their life’s story, let them. Micromanaging the influencers who create content on a brands behalf will risk the authentic, relevant voice that their audience has grown fond of and looks to for value. Seek to direct the messaging rather than dictate it.

Ultimately, brands and influencers alike need to recognize and appreciate the trust that’s being put into their relationship. If a genuine effort is made by both to recognize and reach goals, the content produced will inevitably become more authentic and better serve the audience.

 

In conclusion

Brands are smart to prioritize influencers when budgeting their marketing dollars. They serve as a direct and authentic connection to the audiences that they are trying to reach. However, each should expect more from the other when working to execute various campaigns — influencers from the brands that seek them out, and brands from the influencers that integrate the product or service into their lives online. The opposite — a traditional, one-sided marketing approach — will always fall short in today’s landscape. Modern marketing is two-sided, and influencer marketing even more so. In this vein, impact results from authenticity. And authenticity results from trusting and meaningful relationships between brands and influencers.

4773 Comments

  1. Howdy, i read your blog occasionally and i own a similar one and i was just curious if you get a lot of spam comments?
    If so how do you protect against it, any plugin or anything you can suggest?
    I get so much lately it’s driving me insane so any help is very much appreciated.

  2. Pingback:  cytotmeds.com
  3. Pingback:  price for prednisone
  4. Pingback:  dapoxetine otc
  5. You’ve made some decent points there. I looked on the web for more info about the issue and found most individuals will go along with your views on this website.

  6. I seriously love your website.. Very nice colors & theme. Did you develop this web site yourself? Please reply back as Iím hoping to create my own personal blog and would like to learn where you got this from or exactly what the theme is called. Appreciate it!

  7. After looking over a number of the articles on your site, I seriously appreciate your way of writing a blog. I book-marked it to my bookmark site list and will be checking back in the near future. Please check out my website as well and let me know what you think.

  8. Good day! I could have sworn Iíve visited this website before but after browsing through a few of the articles I realized itís new to me. Nonetheless, Iím certainly delighted I found it and Iíll be bookmarking it and checking back regularly!

  9. Although internet websites we backlink to beneath are considerably not related to ours, we really feel they are truly worth a go by, so possess a look.

  10. Thank you very much for your article. digi-members is the best website for buying Instagram comments in Iran

  11. Undeniably believe that which you said. Your favorite
    reason appeared to be on the web the easiest thing to be aware of.
    I say to you, I definitely get annoyed while people consider worries that they plainly don’t know about.
    You managed to hit the nail upon the top as well as defined out the whole thing without having side-effects , people could take a
    signal. Will probably be back to get more. Thanks https://buszcentrum.com/zithromax.htm

  12. Hi there would you mind stating which blog platform you’re working with?

    I’m going to start my own blog in the near future but I’m having a
    tough time choosing between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your layout seems different then most blogs and I’m looking for something unique.
    P.S My apologies for getting off-topic but I had to ask!

  13. Definitely believe that which you said. Your favorite justification seemed to be on the net
    the easiest thing to be aware of. I say to you, I definitely get annoyed
    while people consider worries that they plainly do not know
    about. You managed to hit the nail upon the top and also defined out the
    whole thing without having side effect , people could
    take a signal. Will likely be back to get more. Thanks

  14. Greetings! Very helpful advice within this post!
    It is the little changes which will make the most significant changes.
    Thanks a lot for sharing!

  15. I enjoy what you guys tend to be up too. This kind of
    clever work and reporting! Keep up the amazing works guys I’ve added you
    guys to our blogroll.

  16. Every Day our hacker group Will update the store with Fresh Cards, Paypal verified balance, Accounts store ( ebay,amazon,Bank login,fullz info dob ssn…)

  17. Pingback:  priligy not working
  18. Wonderful story, reckoned we could combine a couple of unrelated data, nevertheless truly worth taking a appear, whoa did one particular study about Mid East has got additional problerms too.

  19. Hey! Someone in my Myspace group shared this site with us
    so I came to take a look. I’m definitely enjoying the information.
    I’m bookmarking and will be tweeting this to my followers!
    Terrific blog and fantastic style and design.

  20. Hey There. I found your blog using msn. This is a really
    well written article. I’ll be sure to bookmark it and return to read more of your useful info.
    Thanks for the post. I’ll definitely return.

  21. It’s appropriate time to make some plans for the future and it is time to be happy.

    I have read this post and if I could I desire to suggest you few interesting things or advice.

    Maybe you can write next articles referring to this article.
    I want to read even more things about it!

  22. Amazing! This blog looks exactly like my old one! It’s on a entirely different subject but
    it has pretty much the same layout and design. Excellent choice of colors!

  23. Wow, superb weblog structure! How long have you ever been blogging for? you make running a blog look easy. The overall look of your website is fantastic, as neatly as the content! similar

  24. It’s actually a nice and helpful piece of info. I’m glad that you simply shared this useful info with us. Please keep us informed like this. Thanks for sharing.

  25. Itss suh aas yyou resad my mind! Yoou seem to knjow a lot about this, suc aas
    you wrtote thhe e-book inn it or something. I believbe thaat you
    juust coud doo with a feww % too pressure the message hokme a littfle bit, buut
    instedad of that, tha iis excellent blog. A grreat read.

    I woll defijitely bbe back.

  26. Pingback:  www.debviagrals.com
  27. Pingback:  viagra cost
  28. Pingback:  sildenafil online
  29. Pingback:  get cialis
  30. [url=http://viagragenerictabs.com/]how to buy generic viagra in canada[/url] [url=http://buytadalafilgenericpills.com/]tadalafil 20 mg[/url] [url=http://sildenafilcitratetablet.com/]how can i get generic viagra in canada[/url] [url=http://dxcialis.com/]generic cialis 2.5 mg[/url] [url=http://tadalafilxi.com/]tadalafil chewable tablets[/url] [url=http://metforminz.com/]drug metformin[/url] [url=http://viagrahim.com/]buy viagra online india 100mg[/url] [url=http://bestivermectinforsale.com/]ivermectin 2mg[/url] [url=http://dcviagra.com/]viagra for sale in uk cheap[/url] [url=http://buytadalafiloverthecounter.com/]buy tadalafil 20mg india[/url]

  31. [url=https://viagrasave.online/]generic viagra from india online[/url] [url=https://cialisipr.online/]cheap cialis fast shipping[/url] [url=https://incrhealth.online/]inderal over the counter uk[/url]

  32. [url=https://cialismv.online/]ciali[/url] [url=https://ibbmeds.online/]buy modafinil online canada[/url] [url=https://buyretinoa.online/]retino 0.05 gel[/url] [url=https://viagraed.online/]can you buy over the counter viagra[/url]

  33. Pingback:  eli lilly cialis
  34. [url=http://adviagra.online/]buy viagra in usa[/url] [url=http://cialisonlineviagra.online/]cialis 20mg pills generic[/url] [url=http://sildenafildiscount.online/]generic sildenafil in canada[/url] [url=http://ordertadalafiltablets.online/]5mg tadalafil online[/url] [url=http://buytadalafilpills.online/]tadalafil tablets 20 mg online india[/url]

  35. [url=http://sildenafilztab.online/]where can i buy sildenafil[/url] [url=http://ordviagra.online/]viagra discount online[/url] [url=http://ddcialis.online/]cialis daily generic cost[/url] [url=http://levitraorder.online/]generic for levitra[/url] [url=http://cialisdh.online/]cialis online canadian pharmacy[/url] [url=http://ivermectinacv.online/]stromectol for sale[/url]

  36. [url=https://yestablets.online/]how safe is accutane[/url] [url=https://bestpillsonly.online/]malegra on line[/url] [url=https://adocialis.online/]cialis for daily use 5 mg cost[/url] [url=https://chemcialis.online/]buy cialis pharmacy[/url] [url=https://afdviagra.online/]viagra free shipping canada[/url]

  37. [url=http://buyviagramedication.com/]viagra discount online[/url] [url=http://metforminz.com/]glucophage medication[/url] [url=http://ivermectinplus.com/]stromectol medicine[/url] [url=http://viagraemd.com/]buy genuine viagra[/url] [url=http://sixtablets.com/]orlistat 120 mg buy online[/url]

  38. [url=http://pharmacyoptum.online/]online pharmacy ed[/url] [url=http://999pills.online/]ivermectin otc[/url] [url=http://thebestviagra.online/]viagra plus[/url] [url=http://paxilssri.online/]paxil ocd[/url] [url=http://cialisdmed.online/]online pharmacy for cialis[/url] [url=http://viagrapmed.online/]how to order viagra from canada[/url] [url=http://viagraops.online/]viagra price online[/url]

  39. [url=http://viagraemd.com/]how to buy viagra online in india[/url] [url=http://ivermectinq.com/]ivermectin goodrx[/url] [url=http://viagraxd.com/]generic viagra mastercard[/url] [url=http://xcialisgeneric.com/]how to buy cialis without prescription[/url] [url=http://buyviagrawithoutrx.com/]buy real viagra online usa[/url] [url=http://orderwithoutprescription.com/]order zyban online[/url] [url=http://metforminz.com/]metformin er[/url] [url=http://tadalafilask.com/]buy cialis over the counter canada[/url] [url=http://tadalafilvmed.com/]buy tadalafil online uk[/url] [url=http://tadalafilxrem.com/]cialis pills online india[/url]

  40. [url=https://pilldbp.online/]ivermectin generic name[/url] [url=https://viagraffn.online/]cost of 100mg viagra pill[/url] [url=https://canadianpharmacyglobal.online/]www pharmacyonline[/url] [url=https://erectafil24.online/]erectafil online[/url] [url=https://viagrasu.online/]buy brand name viagra online[/url] [url=https://ivermectinc19.online/]ivermectin 200 mcg[/url] [url=https://genericsildenafiltabs.online/]sildenafil brand name india[/url] [url=https://cialisdiscountcoupons.online/]singapore cialis[/url]

  41. Pingback:  viagra online canada
  42. [url=http://metforminnorx.online/]buy metformin online usa[/url] [url=http://cialismedicine.online/]where can i buy cialis in canada[/url] [url=http://tadalafil24h.online/]buy tadalafil online without a prescription[/url] [url=http://gmxpharm.online/]propranolol 10 mg[/url] [url=http://reallevitra.online/]lowest price levitra[/url]

  43. [url=http://sildenafilcitratenx.online/]sildenafil pharmacy costs[/url] [url=http://reliabletabs.online/]hydroxychloroquine tablet ip 200 mg[/url] [url=http://viagramedical.online/]buy cheap viagra generic online[/url] [url=http://healthystr.online/]citalopram 4 mg[/url] [url=http://sildenafilpropills.online/]cost of sildenafil 20 mg[/url] [url=http://cialismfp.online/]cheap cialis mexico[/url] [url=http://viagrasmed.online/]viagra tablets online in india[/url] [url=http://viagraxl.online/]generic viagra in australia[/url]

  44. [url=https://ivermectin365.online/]stromectol tab[/url] [url=https://furolasix.online/]lasix order[/url] [url=https://xlviagra.online/]rx pharmacy generic viagra[/url] [url=https://buyppills.online/]ivermectin usa price[/url] [url=https://ccdmeds.online/]ivermectin online[/url] [url=https://cialisqmed.online/]how to order cialis pills[/url]

  45. Pingback:  female viagra
  46. FRESHCC.RU – Every Day our hacker group Will update the store with Fresh Cards,Dump, Paypal verified balance, Accounts store ( ebay,amazon,Bank login,fullz info dob ssn…)

  47. We prefer to honor many other internet web sites around the web, even when they arent linked to us, by linking to them. Below are some webpages really worth checking out.

  48. [url=http://supermodafinil.online/]modafinil 100mg cost[/url] [url=http://ivermectinpillsotc.online/]ivermectin lotion cost[/url]

  49. Pingback:  free viagra
  50. [url=http://cialispwr.online/]order cialis pills[/url] [url=http://viagrahere.online/]canada viagra[/url] [url=http://plusplustabs.online/]vermox online uk[/url] [url=http://tbspharm.online/]stromectol tablets[/url]