Lets be a community of SUPER INFLUENCERS! Social media has changed the balance of power between customers and brands because it allows customer reviews to factor into buying decisions. Due to that influencer marketing has become the topic of the past year.
Especially with the onslaught of these influencers in almost every sector. Influencer marketing is form of marketing that targets certain individuals with influence over potential buyers (their own followers) In the past, brands may have focused on popular bloggers and celebrities but today there is a new wave of “everyday” consumers that can have just as large an impact.
Currently, when a brand identifies influencers, they often look at number of followers that identity has on social platforms. Influence isn’t just having a lot of followers. It’s also driven by expertise, credibility on subject matter and the engagement between the influencer and his or her followers. Michelle Phan who started a series of YouTube videos featuring simple make-up demonstrations has amassed over 6 million followers. Now L’Oreal actually co-branded a cosmetic line with her.
Leveraging your brand’s influencers begins with building relationships with your customer. Customers always post about brands on social media &brands should show some love! By directly interacting with customers, & even providing promotional discounts. As a result of this customer experience you will encourage more positive organic and authentic sharing about your brand.
Finally, in addition to improving your customer experience, a brand should also be aware of influencers who are actual industry experts with large followings. Agencies like Traackr, Mobile Media Lab and Laundry Service provide services to help brands connect influencers at scale. Influencer Marketing finds people who can have a HUGE impact on your brand.
A good strategy to help guide your influencer strategy, can bring coverage from top influencers which ultimately has been an important metric to help form successful digital campaigns. 3 algorithms are most important : reach, relevance, and resonance. That combination really hones in on true influence.
Stay on top of the conversations and trends influencing your industry, but become active participants engaged in shaping the space. Industry influencers you didn’t know and using the right tools and data, you are able to create an engagement strategy that connects with them successfully.
A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.” Influencers hold the power and it’ll be the brands job to cater to them.
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