Influencer Marketing is Changing: How to Adapt
In the beginning, brands aimed to discover and partner with influencers who had the largest following. However, social media changes happen fast, and influencer marketing as a whole has changed significantly. Now, partnerships can seem forced and tired, and algorithm swings limit the display of brands’ posts. Influencer marketing is far from over; however, it's become a more challenging environment. Brands need to adjust their influencer marketing strategies in order to compete in this market.
Make Long-Term Influencer Strategies with Micro-Influencers
Industry leading reporting highlights that micro-influencers are more authentic and have a more loyal audience base than macro-influencers. They also have higher levels of engagement. However, it is not enough to have a one-off campaign with them. People want to see real collaborations that last. Re-engaging micro-influencers to create long-term, meaningful collaborations is essential.
Instead of working with many influencers on small campaigns, start working long-term with micro-influencers who match your brand’s voice and style. One vlog or Instagram post provides only short-term results. But, if you cultivate long-term and quality relationships with a micro-influencer, and eventually consumers, you will get more engagement and more quality content, driving long-term results for your brand.
A good example of this is the long-term collaboration of the open-air shopping center City Creek Center and the micro-influencer Melissa Hendershot. Through Melissa's pictures and videos she's highlighted her experience and the products she's used.
Embrace Influencer Events
A glamorous, insta-worthy event for your influencers, where they can enjoy and mingle, will give them the chance to share their experiences through live updates. Your influencers will try out your services or products and get a sneak peek into your new offerings. Your brand and influencers will get to know each other better, increasing the potential for longer collaborations.
We know that not every brand can afford luxury vacations for their influencers. However, you can apply this concept in simpler ways, unique to your business.
Differentiate your Brand
We advise brands to give your influencers freedom to share their observations and thoughts about your service or product – not scripting every word they post. People will notice that! Just tell them your general ideas and leave them to talk to their followers as they normally do.
Brands know how to handle their message, but influencers often have better strategies in communicating with their audiences as they already know what they need. To convert their audience into leads for your brand, you will need the creative input of your influencers.
Take for example the company Yes To and the blogger and content creator Bethany Aroutunian. Her creative images, long-form, and genuine captions help successfully spread the word about this brand.
Leverage Artificial Intelligence
AI is a growing tool in PR strategies and marketing, and it has great potential for influencer marketing strategies. Using AI, you can test your influencer strategy. Artificial Intelligence allows you to choose the best content formats and topics, so you can hit the mark with every aspect of your strategies. AI can analyze loads of data in a few seconds and deliver helpful predictions and trends that you will use to modify and boost your strategy.
At In/Spree Brands, we match your business with the right influencers who will help you keep up with all influencer marketing trends – we have you covered! Using technology and that human touch, we've helped brands across a wide variety of sectors grow. Schedule a demo with us here.
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