Influencer Marketing Starts With a Content Strategy, Not Influencers

Now hundreds of technology companies have gained access to the same social data and open APIs The shift has resulted in influencer matching services amp8212 those that connect campaign objectives to the best talent at every level of influence amp8212 not only being streamlined and easily searchable but also more affordableThis gamechanger has leveled the playing field for many companies looking to tap into influencer marketing More options for brands mean that they now can push those service providers to deliver more valueAs a result the focus for marketers should now be on building scalable premium content campaigns amp8212 shot by a crew and edited with thoughtful purpose amp8212 using a variety of highly influential creators who genuinely align with their brand39s purposeThe key to unlocking value in this scenario is reimagining premium content from a singular highproduction asset to a holistic strategy leveraged across platforms including six 15 and 30second spots in linear television with social shopper and experiential integrations playing supporting rolesThe evolution of influencer marketing is the growth of more working assets in branded influencer partnershipsamp160This path also fuels a brand39s targeted paid strategy which is the foundation of guaranteed business resultsSetting up Creators to SucceedTo truly leverage creators and influencers to their fullest potential brands and agencies must empower them as creative directors and provide the resources to build unique content packagesThis approach requires a greater investment in planning than unfiltered posts those captured by the influencer on their phone with no production assistance but building comprehensive creatordriven campaigns drive more lift than quottraditionalquot influencer marketingFor advertisers understanding how these different influencer assets can work together holistically across platforms will be one of the keys to increasing impact and optimizing campaignsIt is no longer about buying the influencer39s channel just for reach the partnership is about defining the objectives and aligning together to craft a deep content strategy that authentically matches both creators and brands39 goals and purposesDistribution Goes Beyond Influencer ChannelsWhen it comes to paid distribution social channels are a relatively small part of the campaign Creative content that meets the brand39s objectives should be distributed beyond the creator39s social handles and across a variety of channels including linear television branded programming and experiential activationsWith organic reach on social platforms dipping dramatically over the past couple of years creators can only count on roughly 10 percent of their audience seeing their content organically So influencers should make a conscious effort throughout the creative process to ensure that branded content is both authentic and relatable to markets beyond their sphere of influenceAn example of these types of convergent influencer campaigns is Ben Simmons39 partnership with Frosted Flakes which involved a linear spot that aired during the Kids Choice Awards as well as multiple related social posts amp8212 including Instagram stories that were captured during the shoot The 360degree approach to content creation and distribution against the campaign objectives delivered the ultimate successWith influencer marketing asserting itself as an essential part of the marketing mix destined to become a 10 billion market by 2020 it39s imperative to realize that the industry has evolved far beyond traditional quotinfluencer matchingquot and brand awareness campaigns to deliver meaningful measurement and business outcomesMarketers and brands shouldn39t get hung up on finding influencer unicorns Instead they should focus on building amazing creative assets that work across all mediums That39s guaranteed successClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Influencer Marketing Starts With a Content Strategy, Not Influencers

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Harvey Schwartz

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Influencer Marketing Starts With a Content Strategy, Not Influencers

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Harvey Schwartz

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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