We all know that influencer marketing is nothing new and for ages, marketers have traditionally sought endorsements from celebrities.
In today’s age of digital media and IoT, social media takes a big chunk of the millennials’ time everyday. Hence brands wants to amplify their communication and engage with them with the help of influencers on social media.
Influence and Endorsement aren’t same
Endorsement and influence are two completely different things. An influencer would never directly represent or endorse brands because an influencer is trusted for their credibility as a person.
In one of the companies that I recently consulted for, had a close association with an established thought leader in the industry, who consciously stayed away from endorsing the brand. He always considered his neutrality as a mark of authenticity. He would endorse a methodology but not the software built by the company based on the methodology he vouches for.
Influencer marketing trap
Influencer marketing in itself has been handed some pretty tough cards over the last one year. For instance, what qualifies one to be called an influencer, the cost that comes with influencer marketing, actual ROI out of them and more.
There is a trap around influencer marketing that we often see brands falling for. This is not just about for sharing pictures of pieces of content on social media but also about the factors brands consider when they hire influencers.
Qualifying the influencers and driving goals
1. Number of followers aren’t everything
Several companies or brands look at the number of followers as a key parameter during the selection of influencers for their marketing or social campaigns. It is important to understand that following has no correlation with influence.
2. Content engagement matters
One of the important parameters, you need to consider is the engagement rate on the content posted by the influencer. The number of shares and comments show that people are interested in conversing with them.
3. Followership duration
Another factor you could look at is the duration of audience association with the influencer. This is because, relationship is one of the easiest dipstick in measuring reliability. You would follow someone over a long period only if you believed in their ideology or found credibility in what they shared.
4. Influencer -Brand- Audience match
It’s not that you hire an influencer and they start posting or tweeting and the results will follow. The influencer needs to be the right fit for your brand and also with the audience you are targeting. As simple it may sound, brands tend to miss out on the audience-influencer fit.
5. Influencers are for conversations not sales
For a great influencer campaign, it is advisable to clearly set goals and drive transparency. Focus your influencer marketing efforts on building conversations. This helps you build credibility for yourself and as well maintain the authenticity of the influencer.
In short, we have seen that the success of an influencer campaign lies in bringing synchronicity between the goals of the campaign, who the chosen influencer is and how are they connected to your target audience.
Care to share your thoughts or experience?