Communicators and marketers, uncertain how to handle influencer marketing, face challenges as they try to strike the right tone with an anxious public. Influencer efforts over the last week have been a mixed bag, with some celebrities winning hearts and minds, while others struggle with tone and content. Here is a look at recent attempts by influencer personalities to join the COVID-19 conversation—and lessons learned from each.
The hunt for the perfect influencer usually starts with seeking out those social media accounts that can increase reach, raise awareness, build engagement and drive business results (sales, donations, conversions, etc.) for your organization. This means pinpointing the influencers who stand out among billions of users; true digital denizens capable of adjusting to ever-changing social media platform algorithms. It also means attracting the right influencers to your brand, and ensuring they yield a strong return on investment.
While these may seem like gag gifts for some, influencers and super fans will fork over serious cash to own a piece of brand loyalty—which they can show off from all social media platforms. It’s probably too late to get on the trendy grab list for this year, but there is something to be learned from brands like Red Lobster, Hidden Valley Ranch and others, going the extra mile to connect with their consumers.
Are the golden days of influencer marketing at an end? A recent Wall Street Journal article made that claim, citing reduced engagement and interviewing several brand marketers who are disappointed with their return on influencer investment. The article pointed to influencer fraud—inflating follower numbers with fake accounts, for instance—as well as consumers’ increasing cynicism when they see a product or service promoted by an influencer on social media.
The strategy surrounding successful influencer marketing campaigns is dictated by accurate data collection and analysis. The use of this data can connect audiences, influencers and brands with similar interests and affinities, thereby increasing engagement and ROI.
California-based company Buztubr offers a platform that allows businesses to connect with influencers (and vice versa) in tandem with Facebook’s and Instagram’s native advertising offerings. After developing software for companies including Facebook, Snapchat, Microsoft and P&G, engineer and marketing analyst Gunn Hoh brought his expertise to Buztubr, now serving as its COO. Hoh shared his insights on what he sees as missed opportunities in the influencer space.
Influencers are so new to communications and marketing that the term still lacks a clear definition. What’s far clearer is the importance of influencers for marketing and communications. A new PR News-Meltwater survey shows about 50% of communicators are using influencers, and the overwhelming majority are satisfied with the ROI.
Communicators are well aware of the benefits an influencer and influencer marketing can have for brands and organizations. Unfortunately sometimes the positives an influencer brings blind us to the need to carefully assess the potential risks involved with employing influencers. In this first of a multi-part, sponsored series, executives from Crisp, a content risk firm, discuss the importance of risk assessment when dealing with influencers.
B2B influencer programs rely more on good old-fashioned relationship building than many of the mass influencer marketing programs B2C brands use. As such, working with B2B influencers falls squarely into PR’s purview—it’s all about identifying and building relationships with trusted experts who can help you amplify your message. This is similar to the “traditional” PR practice of connecting with media influencers (a.k.a. journalists), applied to industry and other micro-influencers, who play just as important a role in expanding the reach of your brand.
As we know, there is a lot of enthusiasm for engaging with influencers on social media. Yet few communicators spend time strategizing about possible risks, says Emma Monks, head of trust & safety at Crisp Thinking.… Continued