Influencer marketing and brand ambassadorship, that new relatively new method of advertising born from the rise and impact of social media is one of the most popular and – well – influential marketing strategies active today. Think of it: Customers who like a particular product or service become enthusiastic brand ambassadors who gain a following. They post on social media about how great the product or service is. As a result, the brand gets even greater exposure. Ideal situation, right? Yes – if proper attention is paid.
Influencer marketing is increasing – and increasing
Influencer marketing has become an advertising force to be reckoned with. And recently, more avenues and options have opened up where influencers can operate, which in turn means brand messaging spreads further. Consider, for example, “IGTV” – an Instagram feature which, among other innovations, gives influencers an exclusive space to create and share their content with their followers. Then there is the “Stories” feature, available on Facebook and Instagram, where influencers create and showcase video content about the products and services of their favorite brands. In short, the expansion and sophistication of influencer marketing continues to evolve. And because of this, it cannot be taken for granted.
When it comes to influencer marketing, never be idle
Generally speaking, influencer marketing can seem almost casual in its power. Everyday consumers sharing their opinions with followers seems very down-to-earth and does not need much maintenance. Marketers may therefore tend to focus their attention on more costly and formal types of advertising. “Influencer marketing take care of itself,” is a tempting thought – but one which must be avoided at all costs. (Or it can cost, big time.)
Keeping tabs on influencer marketing campaigns
Best practices must be defined and followed as closely for influencer marketing as in every other type of advertising. If not given the attention it deserves, anything can go wrong – from the backfiring of a campaign to the loss of credibility of a brand’s message. In an article for Forbes, Nicolas Miachon, CMO of Upfluence, an influencer marketing software, claims any failings for influencer marketing all come down to one flaw: lack of transparency. Examples of this include:
- Metric-tracking of money spent – and earned – on an influencer campaign is often incomplete, inaccurate, or even neglected.
- The proliferation of bots is spreading, resulting in an inaccurate figure of whether an ad is actually seen by a thinking, feeling, flesh-and-blood human being.
- A particular influencer matched with a specific brand lacks the right chemistry that consumers will respond to.
Solutions?
Outside of implementing influencer marketing technology, which combines assisted workflow management, data analysis, and search power, marketers must examine and double their efforts to eliminate the factors listed above. Additionally, Mr. Miachon instructs brands and associated marketing agencies to:
- Establish key performance indicators regarding the goals of a particular influencer campaign.
- Find out available sales tracking options and keep informed of average click-through and conversion rates.
- Vet and research the history of any candidates who are being considered as influencers.
- Avoid package deals that can hide pricing differences.
Conclusions
The expression: “With great power comes great responsibility,” is apt to describe the growth of influencer marketing, along with the corresponding necessity to know every detail about its design, execution, and performance. Stay in-the-know on influencer campaigns, right down to every detail.
EGC can provide in-depth and insightful findings on your influencer marketing campaigns.
