If you think about it, influencer marketing has always been a thing in society. From Marilyn Monroe sparking that iconic ‘platinum blonde’ hairdo trend, to your older brother saying ‘Pickles are great. Trust me.”
But lately, there has been a mix of fatigue and distrust when it comes to influencer marketing. In its prime, the influencer industry has seen many aspirants taking up a piece of the internet stage, wanting a share of the influencer limelight. This has led to a glut of influencers in the social space. And authenticity becomes a concern when influencers, known for sharing personal content, abruptly begin promoting products. Over time, consumers looking for genuine content will start looking elsewhere.
So does this mean the influencer industry is done and dusted, and marketers should look elsewhere for their marketing? Not quite. While influencer marketing hasn’t signed off for good yet, its consumers have simply evolved. We take a look at the ways marketers can make the most of the new era of influencer marketing.
Let Creators Create
Brands often stifle influencer creativity with overly restrictive briefs. This can lead to inauthentic content that feels staged and fails to resonate with audiences. What marketers can do is empower creators by providing clear goals and brand guidelines, but allow creative freedom. Offer thought starters and best practices, but let creators leverage their unique understanding of their audience to craft organic, engaging content.
Go Beyond Numbers
Sometimes, audience numbers aren’t the priority. Consider going beyond follower count and exploring micro- and nano-influencers for highly targeted audiences and strong community relationships. You can also consider leveraging the influence of loyal customers who may not have massive followings but have significant social circles.
Build True Partnerships
When you treat your creators with respect, chances are they will reciprocate. They’re not only going to be more flexible, but they’ll share authentic feedback about your brand with their audience—and other creators. So treat them as professionals with fair rates, clear contracts, and open communication, and foster this mutually beneficial partnership that can even potentially lead beyond single-post campaigns.
Maximise Content Value
User-generated content (UGC) plays a key role in the marketing strategies of 75% of companies, as highlighted by Later’s “State of Influencer Marketing” research. And with good reason: UGC is typically seen as more trustworthy compared to branded advertising. Thus, it might be a good idea to leverage influencer-created UGC across various channels, including paid media, to extend reach and maximize ROI.
Focus on Strategy
We’re past the era where we can just get an influencer to hawk your product. Factor in good strategy such as aligning influencer marketing campaigns with overall business goals, whether it’s conversions, brand awareness, or other key metrics. Plan campaigns effectively, manage budgets efficiently, and set realistic expectations for both the brand and the creators.
Influence Your Brand to Greatness with I Concept
At I Concept Singapore, we as a fully integrated creative agency are specialised in helping your brand reach hearts and minds, not just in the outdoor space, but in the digital sphere as well. Our expertise ranges from branding in Singapore, digital marketing, web development and design, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape. Our team of experienced creatives can help you develop a strong brand identity and create marketing campaigns that deliver exceptional results.
Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative OOH campaigns. By working with a creative agency like iConcept, these businesses can develop compelling brand strategies and create visually striking outdoor advertisements that resonate with their target audience. Apply for the PSG now to kickstart your digital marketing journey with I Concept.
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