Influencer Marketing and Its Impact on Your Business
The influential-partner relationship has always been a major feature of Influencer Marketing. The internet, however, has forced brands to reconsider their approach. It has become clear that the traditional model is no longer enough to guarantee brand visibility in a sea of powerful newcomers. Today’s brands need an edge over the crowd to survive the competition in digital spaces.
The rapid rise of e-commerce and the growing global pandemic of brand-sponsored content has turned influencer marketing upside down, as well. In fact, they now become even more critical than ever in generating social proof for their brand partner’s brand. For instance, in the fashion industry where store closings and supply chain disruptions have upended retail practices, influencer marketing has helped brands address broader challenges, thanks to more personal and authentic feedback from target audiences. On the other hand, Toto’s recent experience with an influencer marketing campaign highlights how brands can use such tools to create buzz before launching a product.
Social media has also played a major role in Influencer Marketing. While brands might want to consider hiring a social media strategy firm to help them execute an effective marketing campaign, there are a number of simple ways to harness social engagement to increase engagement among followers and fans. A popular method that many companies have adopted is creating a Twitter list. Mentioning the influencers in the hash tag helps create a link back to the brand website, thus boosting visibility when it comes to search terms. However, it is important that companies stay true to their authenticity and do not abuse their influence by over-promoting their products.
Viral videos are another emerging tool in Influencer Marketing. Since an engagement level is much higher on video sharing sites like YouTube, getting your message out via a short video clip is an easy way to build brand awareness. It is important to remember that as an Influencer, you are not an official representative of the brand or company. You are an individual with an opinion who may not have access to the inner workings of the brand or company, so make sure your content does not promote the product in any way or is in the context of the product’s benefits. If the content becomes controversial or irresponsible, it could harm your overall reputation as an independent influencer.
As a brand, it is important that you are aware of the fact that you cannot control every aspect of influencer marketing. When launching a campaign, it is essential to think about the overall strategy and work towards reaching the ultimate goal. However, if the content is not aligned with the business goals and brand mission statement, then it could have a negative effect on customer perception and even cause damage to the brand. Before committing to an influencer campaign, take time to understand the influencer’s work and be clear about your own goals. This will help you align your own message with the key aspects of the brand and will create a great working relationship.
The next step to consider is how you can make the best use of both the digital and traditional media for promoting your brand awareness. Both offline and online advertising tools can help you in promoting your campaign and building brand awareness. Moreover, authentic content is essential to ensure an engaging and authentic experience for customers, which will lead to greater loyalty and brand awareness.