Influencer marketing is a very persuasive tool that generates a powerful impact. That is unquestionable. This trend can also continue to grow but the question is how exactly will it do so.
First, there was MySpace, then came Facebook which would become the most innovative social media platform ever. Then users discovered Instagram and that’s how influencer marketing began. In the meantime, we see a growth in the number of both users and influencers on YouTube, TikTok and Twitch. Although these new forms of marketing did experience growing pains: not every influencer is a good influencer, likes and followers are still being bought (though these quickly fail), and unfortunately non-authentic or poorly implemented campaigns also still too often rear their heads. Do you want to set up a campaign that will have a significant impact? Then you should work with a PR and/or influencer agency. Use the relevant communication channels and respond to the current trends. We can already distinguish four for 2020.
In a brand’s never-ending quest to create exciting content with influencers, authenticity remains the most important factor for a successful campaign. Authenticity has become the most important word amongst marketeers, brands and even influencers. I would go so far as to say that authenticity is the main reason for why influencer marketing works. You want your story to stick. Do you have a friend like that? One who is so unbelievably good at telling stories and on whose every word every listener hangs? This is exactly what influencer marketing should be: influencers as trustworthy storytellers.
If a brand is seamlessly connected to the lifestyle of an influencer, then there is a greater chance that the influencer will have an immediate affinity with that brand, which will lead to an authentic connection. And if his or her public sees this relationship, he or she knows that you aren’t paying only to promote your product, but that you are also working together to create a meaningful connection that connects the brand and the target group. Influencers see authenticity as their first priority when deciding whether they want to work with the brand. As a brand, you have to aim to use the voice of an influencer to create the connection between their public and your brand. You will achieve this best by telling your brand story using influencers rather than only trying to sell your products, because if you don’t, you won’t come across as authentic.
How do you create authenticity? By working with the right influencers, influencers who match your brand. By developing creative content that appeals to your target group. And by co-creating with the influencer because he or she knows best what works and what doesn’t work with his or her target group.
2. Confluence Marketing
“Confluence” is derived from “Content and Influence”. Companies know the potential of good content and influencer marketing and know that this can produce amazing results. Hard-selling promotion is no longer effective. Users would like persuasive storytelling that can result in a sale through a soft-selling manner and the content is thus also crucial. It is thus important in influencer marketing campaigns to focus on really very good content and not to let influencers do nothing more than post a picture with a caption. We all know that, if people enjoy content and find it useful, they will also share it. This also helps to make your brand known organically and it strengthens your strategy.
3. Long-term cooperation
Too many brands and agencies select influencers on a campaign-by-campaign basis. But these relationships are fleeting and short-lived, even though brands increasingly return to people with whom they had previously built up a successful relationship. More brands, however, are discovering the advantages of long-term collaborations with influencers: this will be beneficial to you and to their authenticity. Moreover you save time, expense and effort looking for new influencers. The only thing that remains to be done is start up a new campaign. Naturally, the brands and agencies can use different groups of influencers for different products. Imagine that you sell some products aimed at consumers of luxury products, and others at people who are more budget conscious. In this case, there are two distinct target groups whereby you work with various influencers. But once you’ve identified your core groups of influencers there is little reason to change them.
Not so long ago, using videos on the web was discouraged. Doing so devoured the bandwidth and slowed the user experience. But that has since changed. Video now plays at an acceptable speed on most wired and wireless systems. And with the smartphones of today and numerous apps it has become a little easier for everyone to make video-content.
Every major social network understands this change. Naturally, YouTube and TikTok have focused on video since they were founded, but the other big players – Facebook, Instagram, Twitter and LinkedIn also provide video content. Google search results are now also favourites for videos. Influencers have been at the vanguard of this trend. They are by definition leaders on their social platform. They show their followers the latest trends in their niche and often take the lead when a social network adds a new function. It will come as no surprise that influencers add most of the videos on the various social platforms.
As 2020 progresses, videos will increase in importance. Cisco even predicts that in 2022, videos will make up 82% of all internet traffic.
- Kathy Van Looy