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Influencer marketing is the exercise of profiling and marketing towards specific individuals, rather than large, volume-based demographics. Why do we engage in this? Well, for the first time in history, individual influencers are starting to gain more reach and more engagement on media platforms than some of the most trusted brands and businesses in the world.
For example, a popular blogger in the UK called Zoella has 10.2 million YouTube subscribers, while the BBC has only 3.06 million YouTube subscribers. So on the individual platform, this blogger has a lot more reach than a long-established broadcaster of high quality TV content.
When engaging in influencer marketing, consider the following:
Reach and relevancy. When using influencers, make sure that you are not overly concerned with their reach. What you really want is their relevancy. Reach is great but, ultimately, if a very low percentage of that reach is relevant to you, then it doesn’t really warrant incorporating that influencer into your marketing strategy. So, balance your relevancy and reach objectives.
Peer recommendations. Peer recommendations are fantastic, but ultimately you need to disclose if these are paid-for recommendations.
The benefits of influencer marketing include:
The limitations of influencer marketing include:
It’s far more beneficial for you to work with an influencer who has a smaller, more relevant audience for your brand, than an influencer who has a larger audience that is less relevant. Remember, for the most efficient use of influencer channels, relevancy should always trump reach.
For example, a piece of rugby content could be seeded with David Beckham for £10,000 for one Instagram post. This would reach 23 million followers. However, his audience are football fans and not really that enthusiastic about rugby. A cheaper activity would be seeding a tweet with Scottish rugby player David Denton. This would cost £150, and would actually have a 100%, or near enough, relevancy to that audience.
To work with influencers as a channel, a value exchange must occur. This doesn’t always have to involve money, but it should always benefit both parties. Brands can offer benefits such as free products, experiences, exclusive behind-the-scenes access, or discount codes. In return, a brand might look for vlogs, blogs, social media endorsements, check ins, or shares of content.
Tactics that you can implement when conducting influencer marketing include:
It’s crucially important that any paid influencer partnerships are declared, to prevent consumers from being misled. Anything that is an advertisement should always be declared as such. This can be done by the influencer saying, “I am working with x-brand,” or they could include #ad or #spons in the post copy. Making sure the influencer declares the nature of the relationship is the responsibility of the brand or the business. So make sure this is included in any contractual arrangements.
Make sure that anything that is published by the influencer on behalf of your brand is truthful. You need to be able to stand over its veracity.
It’s important that any influencers you work with do not encourage any illegal or irresponsible activity on behalf of your brand. Just because the message is coming from a platform that isn’t owned by you explicitly, it doesn’t mean that you are not responsible for it. Use common sense.
Several industries are highly regulated. These include alcohol, cosmetics, banking, and insurance businesses. Make sure that you’re compliant with your particular industry regulations.
Let’s look at a case study relating to a U.S. anti-morning sickness drug, Diclegis. The brand entered into a partnership with popular reality TV show star, Kim Kardashian. The pharmaceutical company responsible, Duchesnay, were ordered by the FDA to have Kim Kardashian remove an Instagram post that didn’t comply with their regulations on drug usage. They stated the ad was false and misleading, because it failed to disclose the side effects of using the drug.
The star was forced to repost the original image, with an additional 300-word verbatim disclaimer on the potential side effects. This was embarrassing for both the influencer and the brand, as they failed to comply with the individual regulations of the pharmaceutical industry. While the content reach was incredibly high – over 44 million Instagram users saw the content – it undoubtedly drew higher scrutiny for the content message.
Why should you use influencer marketing tools? They will help you to:
Some of these tools include:
Creative Director at Teneo PSG Digital
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins by introducing the concept of content seeding and provides insight into how to use content effectively over multiple social platforms. It then looks at the different ways you can promote your content on social media, covering audience profiling, blogging, influencer, and word-of-mouth marketing. It equips you with the tools and techniques needed to analyze the effectiveness of your content, and helps you form a solid content outreach strategy.
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