Tag: Influencer marketing

STOP WASTING MONEY ON ONE-OFF SPONSORED POSTS

If you want to deliver impactful results through influencer marketing, stop wasting money on one-off sponsored posts.

Trust is the most crucial part of any relationship. Brands invest time and money into establishing trust with their audiences. Yet, when it comes to influencer marketing, most brands fail to consider that consumers lack confidence in what they see on social media. To the extent that 96% of people in the UK simply do not trust what influencers have to say.

With such a high proportion of society mistrusting influencers, the question remains: how can brands use influencer marketing so that it actually works?

USING INFLUENCERS, THE RIGHT WAY

An influencer campaign can only be executed effectively when it is centered around identifying and nurturing long-term partnership opportunities, as opposed to short lived agreements.

Contrary to popular belief, influencer marketing is more than just paying a trending social media star to post about your product. It’s about entering into meaningful collaborations rather than just contracts and transactions.

Think of it this way, if your favourite influencer published a one-off sponsored post about how great their new watch is, would you go out and buy it? The answer is likely to be no. The post holds no credibility. Despite the post coming from someone who you enjoy following on social media, the reality is that you see the sponsored post for what it is… an advert selling you something that you have no desire to purchase.

Now imagine the same scenario, however this time round you are exposed to several posts from this one influencer staggered over a period of time. As you begin to see frequent collaborations between the same brand and influencer, you start viewing their partnership as a byproduct of genuine brand love.

Ultimately, it’s this longstanding relationship that makes the influencers comments and recommendations credible, meaning you will be more inclined to make the purchase.

BUILDING TRUST

Often social media can be misleading, so it’s no surprise that people are skeptical of influencers and their sponsored posts. However, this does not mean that tactics such as influencer marketing are ineffective.

As with every relationship, trust can be built over time and that’s exactly how influencer marketing should be approached. The objective should always be to gain the confidence of your audience through consistent and reliable partnerships.

If you would like to discuss how the team at Open Comms can help your brand with impactful influencer marketing, contact us here, call: 01924 862477 or follow @OpenComms_.

VIRTUAL INFLUENCERS: CREEPY OR CUTTING-EDGE?

With newspaper and magazine sales dwindling year on year, more consumers are taking to the internet for their daily fix of news and views.

Along with online news platforms, blogs have become a popular source of inspiration. As a result, many brands now work with bloggers and influencers. This gives companies the chance to tap into the appeal that these individuals have among their followers and subsequently spread the word about the latest launch.

As the world continues to become increasingly automated, virtual influencers are tipped to be the next top trend. With high-profile brands already utilising these avatar-like personas, could this signal the future of influencer marketing?

Creepy or cutting-edge

I must admit that initially, there was something slightly unsettling about the whole concept. Particularly our desires being manipulated by a fictional character. However, the more I thought about it, this is already closer to the current ‘reality’ than we may have realised.

Reality television continues to provide some of the most successful influencers. Yet, it’s common knowledge that these shows are often scripted. Therefore, the person that we think we’re emulating is a character, constructed by someone else entirely.

Likewise, any online persona is crafted to present a positive impression.

A personal connection

Arguably, we enjoy these platforms due to the more personal angle that they offer. This begs the question: can virtual influencers ever truly resonate with consumers?

The Drum explores this in further detail, asking whether fictional characters have the same ability as humans to forge real connections with an audience.

In my opinion, as consumers become increasingly technologically aware, virtual influencers are likely to be accepted as the next logical step. However, I believe that there will be limitations.

‘Real life’ influencers have the right to share the more personal, sometimes emotional stories and experiences. This is where I believe these constructed personalities may overstep the mark.

Echoing the thoughts shared in the article, I have concerns about virtual influencers delving into very real experiences such as sexual assault. This could be seen to trivialise serious issues, which should not be belittled in the name of marketing.

Do virtual influencers represent the future of influencer marketing?

I believe that virtual influencers have their place and I can see them becoming successful. However, I imagine their sphere of influence being more limited than that of their real-life counterparts.

I look forward to seeing how this one plays out as brands jump on this latest trend. For more tips on how to pick the right influencer for your brand, read Fareeha’s blog here.