It goes without saying, influencer marketing is here to stay. In fact, 63% of consumers are reported not to trust brand-led content due to its inauthentic and often blanket approach to marketing. Rather, 61% trust the voice of an influencer, preferring to view products in real-time and resonate with personable content creators providing reviews and recommendations.
The Influencer Marketing Show on 20th October, hosted by Talking Influence, provided the optimum forum to analyse the emerging synergy between influencer and affiliate marketing. Over 1,500 influencers, technology providers, SAAS platforms and affiliate networks gathered at Old Billingsgate to discuss the how’s, the why’s and the what’s of influencer marketing:
Always-on is always better: the biggest takeaway from #IMSLDN22, always-on activity is where the biggest impact lies. Stop the “post and ghost” approach. Consumers are more likely to buy products based on the longevity of an influencer partnership as it gives credence to its authenticity. Partnering with influencers with an existing and organic affinity for your products will help to speed up the conversion process. This correlates with a typical customer buying journey. When we, as consumers, have a genuine affinity for a product or brand, we are likely to purchase again with reduced consideration.
It’s a journey, not a sprint: influencer marketing is growing and is now active across every sector, territory and demographic. Brands should consider involving influencers throughout all activity from the onset. You do not need to have a cut and dry plan, take influencers on your brand journey, allow them to be involved in the creative process. Long-term partnerships with genuine brand supporters will help to consolidate this.
Build a brand purpose: think about how you want your brand to be perceived by your target audience, approximately 24% of influencer activity increases brand awareness, and 15% of this drives brand perception. Your brand and influencer content needs to resonate with consumers, why should a consumer watch a sponsored ad, and how will it provide added value to them? Anchor your campaigns to things that resonate with audiences, such as seasons, product benefits, life hacks.
Data, data everywhere: some brands can get stuck looking at vanity metrics such as likes, comments and reach. With influencer marketing, we can delve much further by targeting countries, demographics and age ranges. Coupled with affiliate data including: product-level tracking, cross-device and attribution payments, this accrued data can empower brands to drive conversion via remarketing and retargeting. From product-level tracking alone, brands can cross-check SEO optimisation and SERP rankings on converting products. Using data strategically, brands can integrate influencers into a holistic marketing approach; driving purchase sentiment throughout research and consideration phases, or additional consumer touchpoints.
Influence, it’s in the name: it’s important to allow a creator to create. Restrictive briefing guidelines and scripts inhibit potential for an influencer partnership. Consumers can spot insincerity easily as they actively follow influencers and resonate with their content. Forced or brand-led content can be a signal for consumers to switch off or unfollow, both negatively impacting creator performance and brand relationships.
Forecasting for 2023
The continued rise of short-form videos: Gen Z and Alpha are accustomed to immediate consumption of content, deciding almost instantaneously what and when they want to view. Disruptive platforms with the ability to post short-form video (TikTok/YouTube Shorts) will enable brands to capture attention and create purposeful marketing to target users.
Re-purposed content across platforms: We’re going to see more social content re-purposed across all platforms, including brand websites, email newsletters and social amplification. It makes sense for brands to leverage original and useful content and to ensure it is seen by the masses and via different marketing channels.
The rise of the meta-influencers: As the world becomes more familiar with the metaverse, content creators won't be limited to traditional content forms (images/videos) or platforms. In fact, 72% of influencers are considering making money in the metaverse. Brands will need to adapt and investigate new virtual experiences that the metaverse platform enables consumers to explore, for example metaverse meet and greets and exclusive events.
