With the upswing of social media, the relevance of influencer marketing has touched new heights. Though the rules are few, they need precise and strategic attention to implement the process where nothing is predetermined or charted. Anyone who still hasn’t noticed the concept needs to take a look around at this promising avenue of marketing. Take a stroll through Instagram to see a lot of influencers thriving with brands. In the latest, we saw the former Indian skipper, MS Dhoni becoming the icon for Panerai watches. But if you are intending to apply the fruitful slice of social media influencer marketing, then it’s essential to know the entire approach.
Thanks to the flourish of social media that people today have the exquisite liberty of following what they love and live. They can hold and retain brand or celebrities that manages to meaningfully relate their interests and tastes. You can’t just supply some content and expect the audience to only look through your perspectives. Your message must weave a harmonious thread between brand identity, influencer, and the right content so that they are never forced to look for more entertaining options. So understand brand image marketing, the expected benchmarks of audiences in social media and create engaging content that resonates across the channel with more targeted exposure.
Brand and Influencer
The major factor that determines the success of influencer marketing is how the brand will establish a meaningful relationship with the influencer. The established narrative of the brand needs to be perfectly in lines with the overall personality of the influencer. Let’s take the example of Panerai watches and why they have chosen Indian cricket icon MS Dhoni for the purpose. First of all, they have a commitment towards the large audience of the Indian market. Being an ardent fan of the brand and one of the most respected, disciplined sportsman in the world, MS Dhoni becomes the well-fitted adjective to embody the value and authenticity of Panerai. Here, both he peripherals perfectly align each other to succeed.
Channel Reach of Influencer
Another important aspect of influencer marketing is the reach of the influencer. The more strong followership the influencer has across multiple social media platforms, the more he creates ripples in the market. However, you don’t necessarily focus strictly on this aspect. Sometimes the target audience of your brand might be largely based on any one of the social media platforms. Sometimes you might not need a massive influencer. In the case of small brands, they need to address only a small niche audience. Sometimes the ads and campaigns you curate might only be prominent to say, Instagram only. So it’s essential to know the metrics of the target audience to focus your efforts in that way.
Freedom for influencer
Today social media influencers happen to be more accustomed to the role they play as modern day creative directors. They have great insights on what exactly people demand from them and how they need to place themselves in the content they pass to the audience. Rather than being strict on the brand goals, let them have the freedom of choice to place themselves in the content. After a series of campaigns, influencer will know what aspect of them can be used to sell the brand. As a brand, you need to track every single detail of the influencer that will address their business motto to the target audience and give them a good script that will expose their positive factors for luring the audience.
Celebrity or Home Grown Influencers?
Are you planning to storm in the market with a Kylie Jenner or DeStorm Power effect? Well, this depends on the ultimate brand goal. Celebrities will add serious brand publicity in a short period of time. Not only that celebrities are more expensive from a marketing perspective, but brands require repeated efforts frequently to get the audience connected with the celebrity. However, home-grown influencers are less expensive and they can provide a more genuine association with the brand and grow the reputation in a fair organic way. Both of these categories have their own role to play in social media marketing services, but brands need to understand the goals to choose the right category.
At times brands fail to set the priority level. Having accustomed to running campaigns, brands give more emphasis on marketing that the influencer. A slight mistake can overshadow the campaign ideas and cause blackmark for your brand. The way of conveying a message to the audience is more important than the message. Some influencers might be adept in conveying the message in a genuine way. While in some instances, it might fail as well. In the latter situation, the priority will be always on conveying the story. Rather than treating influencer as a billboard, evaluate them based on the genuine talent to peep into the hearts of the audience and engage them in a pursuing way.