INFLUENCER MARKETING

Key learnings from engaging with more than a thousand influencers

By our News Team | 2022

It is vital to find trusted influencers who can communicate your message with maximum credibility, advises US expert.

At a time when many people’s confidence in information sources is at an all-time low, it’s more critical than ever for marketers to find trusted messengers to help communicate effectively with their audience.

Lisa Sherman, President and CEO of the Ad Council of America, notes that during the council’s recent Covid-19 Vaccine Education Initiative that engaged with more than 1 250 influencers, the lessons learned “led us to completely reimagine our newly relaunched influencer-engagement programme”.

Photo by Cytonn Photography from Pexels

In a blog published in the industry publication Ad Age, Sherman lists the key learnings. Among them:

Do your homework

People trust different experts on different topics. So it’s not just about what influencer has authenticity, but rather who has built a trusted reputation on the issue at hand for the specific audience you’re trying to reach. Conduct marketplace research to help identify the types of messengers to use on your campaigns, and then map the results of the research by reach and degree of trust.

Listen to social media

Your most effective advocates just might be the people who are already out there doing the work on your issue. Use social listening to find those people who create content that already is driving the conversation around your topic, brand, event or issue. You’ll likely find that people who have a reputation for voicing their support and passion about your chosen issue will produce better overall results.

Deliver the goods

Make sure your call-to-action delivers on the value you promise. If you’re directing people to your website for more information or to take a specific action, take the time to make sure the user experience delivers. Don’t waste the valuable inspiration you can generate with your messengers before you have a compelling call to action in place for people to take in the moment.

Be a good partner

Campaigns evolve and needs change over time, so it’s important that everyone feels they’re benefiting from a continued partnership. Make sure to regularly re-evaluate what you and your team are bringing to the table. While there is often a commercial relationship between brands and the celebrities and influencers who work with them, the trust they accrue is still earned, and it can be lost through poor execution.

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