There is so much noise on social media that consumers are overwhelmed with content. As newsfeeds continue to get flooded, advertising tactics need to be increasingly more captivating and creative to make any sort of lasting impact.
One way consumers are coping with the influx of pushy advertising is through ad-blocker software. According to Forbes Magazine, 47% of online consumers between the ages of 18–24 are using ad-blockers. Jonathan Long, founder of market Domination Media and Blerrp (an influencer marketing agency), argues that “most consumers are immune to [banner ads] and brands are wasting money on those impressions”. Brands and social media marketing agencies can no longer rely on their Facebook and Instagram ads going through to their target markets.
One’s best bet is to go for a softer approach to advertising through influencer marketing. It is easier to reach your ideal consumers through the beloved social media personalities and leaders they are following!
However, influencer marketing alone is not the solution. As consumers’ awareness of sponsored posts grow, it takes a lot more to make a long-lasting and trusted impression. Long explains, “Campaigns need to be creative and as organic as possible. The days of hawking products with a post that simply featured the influencer holding the product are long gone.”
So what does it take to create a successful influencer campaign that stands out from the crowd? We have cut the fat to expose the most important factors. Here are the two main ingredients to a successful influencer campaign:
- It must feel like an authentic endorsement! The influencers’ followers need to genuinely believe that they are endorsing the product because they simply love it! For this reason, it is crucial that you choose the right influencers to represent your brand. Your picks’ voice needs to align with your branding, message and their personal style so that their endorsement feels authentic to their audience. If the influencers’ audience smell bull***t they will unfollow and disregard the advertisement completely. On the other hand, if the influencer successfully conveys that they are authentically behind your brand, their word is as persuasive as a best friend’s recommendation. (#ProTip: It is also important not to base your decision on the number of followers your potential pick has. It often takes more than one influencer campaign to leave a lasting impression. You don’t want to waste your budget on one shoutout from a mega-influencer.)
- Your campaign must be creative. The best way to ensure your campaign is enticing is to give your influencers creative freedom. After all, they gained popularity for a reason! Their followers have responded to their personal voice and style. By providing them with the creative control when promoting your brand, their endorsement will feel more real, they will be more invested in the campaign’s success and you will be surprised by the way your brand can look through their eyes! After you make sure you give the influencer a thorough understanding of your company’s message/product, you should sit back and have a little faith. They know what their audience responds to.
When your influencer marketing campaign is compelling, the results are extremely rewarding. Creativity, playfulness, and authenticity should be your main concerns.
by Romy Paige Schick