Influencer marketing is a billion-dollar industry. Over the past few years, savvy digital marketers have teamed up with social media influencers to take digital advertising by storm. While the term “social media influencer” may conjure up thoughts of the Kardashian family tree cramming posts with blatant product placements, there’s more than meets the eye with new-age influencer marketing. This blog details the impact of influencer marketing and offers creative, outside-of-the-box tips on how social media influencers can support traditional digital campaigns, earn the praise of marketers, and reap the rewards of building these mutually beneficial marketing relationships.
Why Influencer Marketing Works
Many consider influencer marketing the equivalent of word-of-mouth marketing, however, a great influencer-publisher relationship holds a long list of advantages. Social media influencers boast incredibly loyal audiences. They have built a foundation of trust with their followers who have habituated to consuming their content regularly and frequently. To a marketer, this is viewed as advantageous because it eliminates the need to jump through hoops to earn the audience’s trust.
Additionally, influencers have very specifically targeted followers. This provides publishers and advertisers access to an already-segmented audience negating some of the time, effort, and overhead required to develop a comprehensive targeting and segmentation plan. Qualified leads will flow in effortlessly, which is music to the ears of marketers. As an added bonus, influencer marketing dodges obstacles such as ad blockers and ad fraud, increasing audience reach and boosting conversion rates.
Common Elements of Influencer Campaigns
Product placement, endorsements, and promo codes have always been common elements of influencer marketing campaigns. These tactics and strategies, however, have evolved since the early days of social channels like Instagram and Snapchat. Nowaday, it’s rare to see influencers copy and paste content, created by their advertising partners, onto their social media pages (Who could forget this 2016 Scott Disick blunder?).
Instead, influencers and marketers work hand-in-hand to strategize and create content that maintains the authenticity and tone of the influencer, while still fueling ROI for the advertiser. Ultimately, influencers lead the creative process and together, they craft bundles of content that blend. Sponsored content, often paired with well-placed promo codes and influencer created content, has become a common iteration of modern influencer marketing. Influencer creations consist of podcasts, live videos, vlogs, and other unique content.
5 Creative Ways Influencers Can Support Traditional Digital Campaigns
Sharing social media content isn’t the only way for influencers to showcase marketer support.
Here are some things that an influencer can do to add extra value to their partnerships and support traditional digital campaigns:
Act as an advisor. Giving influencers creative control might just be a recipe for success. These individuals have already built their own lucrative brands and know their audience better than anyone else. Influencers acting in an advisory role can provide marketers valuable audience insights, share real-time feedback through audience engagement, and offer best practices to aid content and distribution strategies.
Provide micro-content for traditional marketing channels. Influencers can offer previously-created content such as images and videos as user-generated content (UGC) for blogs and listicles. They can also provide quotes and testimonials for ads, landing pages, blogs, and emails that act as low-effort value-adds to marketers.
Contribute images for traditional ads. Marketers using a banner ad strategy should talk to their team of influencers about using their photos for ads. It’s extra exposure for the influencer, which is never a bad thing, and marketers get to swap stock photos and generic content for the poster child of their campaigns.
Spark conversations. Algorithms like engagement, and quick comments from influencers can provide a huge boost to any social media post or blog. A name alone adds brand awareness, but a thoughtful insight or quick quip can spark ongoing conversation leading to greater engagement and conversions.
Boost SEO with backlinks. Influencers and publishers both have blogs with valuable link equity. By sharing the love via backlinks, influencers can help improve publishers’ domain authority, increasing their SEO.
Using the strategies above, influencers and marketers alike will be able to develop creative campaigns and make the most of their partnerships. Ready to go all-in on influencer marketing? Get started now by finding out how to vet social media influencers who are right for your brand. Best of luck!