Leah Mahon, MSc Digital Marketing Management student
Influencer Marketing (IM) is the latest marketing trend to take the digital plethora by storm – one like and re-post at a time. According to Influencer Marketing Hub, IM combines the use of old and new marketing strategies, and turning it into modernised content fuelled marketing campaigns through collaborations between brands and “influencers” who set up their own social media pages and create their followings.
For businesses – big and small – it is worth getting to the know the person behind the filter before letting them influence which directions your business goes down. Here are a few things to keep in mind…
The Federal Trade Commission (FTC) Guidelines came into full force after numerous followers of popular YouTube and Instagram accounts were collaborating with brands and not making aware that they were receiving a profit in return from their content. To ensure transparency among the audience you’re trying to reach through your Influencer, clarifying that a simple #ad or #sponsorship can save them and your business some major thumbs down.
Clear communication is key between your business and the influencer you choose to work with. Popular beauty vlogger, Zoella, faced backlash from her fans and their parents last year after her collaboration with Boots and her 12-day advent calendar, containing a bauble and cookie cutter, saw it priced at £50.00 – putting her good girl next door image a risk. She stated, however, that the final cost of the product was not her decision, and given the many loopholes it takes for a product to make it on shelves whom has the final say is usually obvious. However, businesses need to remember that every detail from the price to the packaging will affect the message sending out to their new audience in some way – and ultimately both parties pay the price.
The Influencer has to believe in the brand and the product or service it is promoting. Microsoft collaborated with world-wide influencer, Oprah Winfrey to endorse their new Microsoft Surface tablet. Social Media Today describes how Oprah sought out Twitter to promote the new technology – only to do so via her iPad, one of the product’s direct competitors. Despite her global influence, not even she could increase sales if her influence doesn’t even believe in the product itself. It’s important for businesses not to collaborate just for the number of likes and followers, but what the Influencer believes in too. Right down to what tech they like to send their Tweets and DMs off.
At the heart of this new industry trend is authenticity amongst the audience that follows. In a time when filtered photos begin to look just like that, picking an Influencer that is transparent with their following from the start and for you to harness their honesty well, can be the deciding factor for a like or dislike.