Is your brand using influencer marketing? Here at mooch we think you should be. 2017 is the year where brands change the way they look at influencer marketing. Instead of ‘if’ they implement influencer marketing, it’s now ‘when’ they implement influencer marketing.
MICRO INFLUENCERS STEALING THE LIMELIGHT
Influencer marketing is becoming the ‘micro influencer’ as they’re easier to engage with and therefore often generate more results. This trend will continue to develop and grow in 2017 as brands move their focus from engaging with high profile macro influences, to mainly targeting smaller niche influencers.
PAID VS ORGANIC INFLUENCER RELATIONS
Right now, organic engagement is at the focus of influencer’s relations. Although, because influencer marketing is increasing in popularity, there are more brands exploring influencer marketing, but because organic engagement doesn’t work for every brand they may look to work with paid influencers.
FIND YOUR NICHE MARKET
Brands need to search for the micro-communities by breaking down the larger markets into smaller subgroups because there are so many overreaching markets with smaller niche markets under them. As a brand, the more specific you are, the more likely you are to find that niche market where your product will have the most engagement. Your brands ideal influencer may be closer than you think, if the brand has a social following, there may be a micro-influencer who follows the brand already, and if that is the case the influencer will at least be familiar with the product if not already have it, and have a following themselves of people who share similar interests.
One of the easiest ways to expose your brand to potential customers is to gift goods to bloggers. Finding a blogger that shares the same aesthetic as your brand is the key to success, because if they are likely to give you exposure if they like your gifted goods. The aim for the blogger is to create content featuring your brand’s product or services that are highly shareable, whether its an all-inclusive resort-stay or clothes from your latest collection.
A powerful way to convince potential customers to buy is getting bloggers in your brands niche to conduct product reviews. Bloggers are known for being trustworthy sources and when they have something good to say about a brand their readers take note. When customers are looking at products that are hit-or-miss, they rely on looking for reviews and using them in making purchasing decisions.
DEMONSTRATION VIDEOS ARE KEY
Brands should be looking at influencers who do 15-second demonstration videos on their social media, as having the power to narrow the influencer content down inspires a consumer to purchase. Influencers should be incorporating in-store and on-shelf digital displays to bring to like the multiple ways consumers can find value in the product.
AUTHENTICITY WILL BE CALLED INTO QUESTION
With some influencers seemingly finding overnight success, it becomes tempting for many to try do the same, but it means the authenticity of influencer content will be called into question more often. For this reason, those influencers who stay true to their audiences and focus on providing value and inspiration whilst balancing sponsorships and promotions effectively will rise to the top and command premium compensation rates.
TRANSITIONS IN CONTENT MARKETING
Live content will gain preference in content marketing by influencers this year. Live videos present real experiences with products and services from influencers that consequently result in the popularity of content like Facebook Live, Instagram Live, Snapchat, Instagram Stories etc. Social media users favour this type of content as it allows brands to comprehend their audience’s reaction. Brands are allowing influencers more creative freedom, which is set to increase the credibility of the content generated.