Influencer marketing has been around for decades, but it is always evolving.The rise of social media has seen an explosion in the popularity of using influencers, with many companies implementing an influencer marketing strategy into their plans for brand growth. However, as competition intensifies, the game is changing. If you want to get the most from partnering with influencers, you need to know just what is going on in the current digital landscape.
How Influencer Marketing Has ChangedToday, you need more than a decent Instagram presence to be a credible influencer. Brands expect more, and as a result, influencers need to work harder to deliver the goods.
Influencers Are Buying FollowersAdvertising giant Unilever is leading the charge for greater transparency with influencers. This is in response to the flux of “fake influencers.” People are buying up bot followers to pad their social media accounts in an effort to dupe brands into believing they have a much larger audience. By doing this, these influencers command a higher paycheck, which will inevitably yield a poor return due to this fabricated following.
Content Reviews Are More CommonGrowing concerns about brand safety motivates companies to demand more, as they want to make sure they get value for money. It’s becoming more common for brands to ask for content reviews, which means influencers could find themselves redoing work more often. Considering 94% of consumers will show loyalty to brands that are transparent, it’s a smart move to make sure your influencer partnerships run smoothly.
5 Steps to Implementing a Successful Influencer Marketing StrategyAs with anything in marketing, a solid plan will boost your chances of success. With influencer marketing, that concept holds true.
1. Define Your Vision of SuccessYour influencer marketing strategy needs to lay out the end goals, and then chart the journey towards achieving them. You must have a clear vision of what you want before hiring influencers.
2. Find Influencers Who Are a Good Fit for Your BrandIdeally, you should look for someone who:
- Is trustworthy
- Is passionate about your products
- Has a genuine audience that is large and engaged enough to help you achieve your goals
- Knows how to create great content that reaches your target audience