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Prior to 2013 the term influencer marketing was completely new to search on Google. Recently though, it has been classified as a “Breakout”, meaning that the search-term is experiencing growth greater than 5,000 percent. This growth has led Influencer Marketing divided into sub-categories. Leading them to align to what brands’ hope to achieve from an Influencer Marketing strategy. Brand objectives and expected outcomes from influencer marketing are a critical component in the process of selecting the perfect Influencers.

Marketers continue to correctly place impetus on reaching the right people, with the right message, at the right time. Segmenting consumer types when they’re most susceptible is becoming more important. Especially when trying to turn your Rand over in a tough economic climate. McKinsey’s Ole Jørgen Vetvik, explains in the article “A new way to measure word-of-mouth marketing”, that reaching the right people in the right setting, “generates an exponentially greater impact on the products consumers recommend, buy, and become loyal to”. What better way to hack this truth than to seed relevant people into these moments?

Easier said than done? The key to getting this right is to use Micro-Influencers.  This sub-set of Influencers represent the right people having the right conversations at the right time. Most important here, is getting the right people.  Selection is key to a successful Influencer Marketing strategy. Thus Micro-Influencers are ‘R.A.R.E.’ when it comes to sourcing them.

They must Resonate with their audience and be driven by being able to add value to their followership, rather than by the growth of their base.

Because of this, Authenticity is key in their content creation and they won’t be swayed by brands to the detriment of their personal views or their audience.

Relevance will therefore always be at the centre of their content creation – non-scripted and in their own tone of voice,

and because of this they will get high levels of Engagement.

Amy Callahan, Founder and CCO of Collective Bias had the following to say. “Would you rather buy a product because someone like you used it and enjoyed it, or because someone famous posted an image and two sentence captions on their Instagram about it? The buck stops here: Influencer Marketing and celebrity endorsements remain two very different marketing avenues and need different treatment.”

 

Let’s say you have a head-cold – what would sway your decision making more; a rugby player or renowned musician promoting a brand/friend/colleague telling you what has worked for them?

 

Celebrity endorsement and micro-influencing both have a place in the marketing mix if budget is no objection. But when there are financial parameters that need work within, questions need asking. Questions about the objectives and what channel will best assist in achieving those results. If reach is the objective, then celebrity endorsement would be best.If you achieve reach via other mediums and the goal is real influencers; engagement from trusted sources is best. Provided that you pay careful attention to the selection of R.A.R.E Micro-Influencers.

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