Influence Marketing Campaigns
You can’t go anywhere these days without hearing about the elusive, purportedly mystical powers of influencer marketing.
But is this buzzword-laden tactic actually worth your time and energy?
According to a recent study comprised of marketers from a variety of industries, 91% said influencer marketing was an effective campaign strategy. That’s great news for marketers — right?
Not so fast. Even though a majority of marketers believe influencer marketing is a viable tactic, it’s still incredibly challenging to report accurately on influencer campaign ROI. In fact, 81% of marketers said that determining the success of influencer marketing campaigns would be a top challenge this year.
So even though the tangible benefits of influencer marketing — follower engagement, driving traffic, and creating more authentic content — seem clear-cut, there’s still a lot of progress to be made in making this form of campaign measurable for agencies and marketers.
The Components of Influencer Marketing
Let’s back up for a minute. How exactly do you perform influencer marketing, and how does it differ from the traditional celebrity spokesperson advertising model?
There is some overlap between celebrity endorsements and influencer marketing campaigns. But fans of influencers trust that their endorsement of a product or brand comes from a well-researched, more holistic place, rather than something as simple as a signed contract between a brand and a person of influence.
And while there is often a formal agreement in place between both parties, influencers tend to be more selective about their affiliations, choosing to partner with brands that reflect their unique personal brands and won’t alienate their followers.
With that in mind, here are four things you need to keep in mind when launching an influencer marketing campaign:
- proficiency: Would the content of your campaign be appropriate coming from this influencer, given what he or she is famous for?
- Reach: Can this influencer engage your audience? Does she specifically have reach on the social media channels where your audience spends its time?
- Demographic: Is this person’s following similar to your company’s buyer persona? Does he or she affect the same people?
- Notoriety: Is this influencer well liked? Is his/her fame split between admiration and condemnation, or are they a person of mass appeal? (The latter is what you want, so as to not alienate potential customers.)
In other words, celebrity product endorsements are less about engagement and more about attaching a person’s fame and name recognition to a particular brand — regardless of who specifically follows their career. For brands, this type of campaign is much more about grabbing the attention of a wide audience than tapping into a very specific niche.