Influencer marketing is increasingly becoming a tool in the marketing toolkit.
AdNews spoke with LGBTQUIA+ creator Rudy Jean Rigg and actress/ content creator Madeline MacRae for tips based on their personal expertise.
Authetic content
Authenticity is at the core of what makes people listen to recommendations delivered by creators. The reason Influencer marketing works is because creators have a connection with their audience. The quality and range of content is constantly changing as creators build more of a personable realtionship with the brand and product they're promoting.
Content, not advertisements
In order to truly get audiences invested in a brand, the infleuncer must engage them with well thought out content that stays within the realm of their niche and authetic tone. Audiences no longer want to see sponsored ads and are more inclined to take a brand recomendation from a creator.
Rigg says: "I’ve seen a rise in demand for unique content that is in some way breaking the mould of what’s come before - whether that’s a previous campaign or bending the medium of the content itself. Audiences generally love when their expectations are subverted."
Build a long-term realtionship with your creators and trust growing social trends.
Building a long-lasting relationship with your creators allow your brand gain maximum exposure and build trust within your target audience.
MacRae says: "I definitely think the quality and quantity of influencer posts is increasing rapidly. It used to be a delicately placed product in a cute photo with a Lightroom preset on Instagram."
"With TikTok, we see short form videos gaining popularity and even though we love the binge worthy spontaneous footage where someone just picked up their phone and started recording, you can definitely see a trend for influencers to have big production value on a 15 second video (myself included!)"
Include influencers in all marketing ventures
Inviting influencers into all aspects of the brands marketing strategy will strengthen the relationshio with the creator themselves, and will allow the audience to see someone they trust is visibly attached to the brand.
Take a chance on micro influencers
Marketeers can create just as much value for their brand by partnering with micro infleuncers rather than big names in the entertainment industry. Micro-influencers have the most engaged audiences, and engagement is incredibly important for influencer marketing to be effective. Audiences are no longer interested in what celebrities have to say about brands and feel a deeper connection to the way the infleuncer markets products.
MacRae says: "People don’t binge TV and film in the same way they used to. We sit on our phone for hours and scroll through these short entertaining clips. It’s free! Anyone can access it and the algorithm is so clever at serving content that you’ll love that it's super easy to binge."
"So rather than investing in a huge commercial, companies are investing in influencers to promote their products. It’s probably much cheaper and easier to reach their target demographic and they can see the insights and results through the apps."
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