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”.

Influencer Marketing

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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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.