“Data-driven thinkingis written by members of the media community and contains fresh insights into the digital revolution in media.
Today’s column is written by Jason Chitwood, Managing Director of MarketerHire for Agencies.
The creator economy has grown during the COVID-19 pandemic, as audiences have turned to content for entertainment more than ever. More … than 50 millions independent content creators, curators and community builders have pushed the influencer marketing industry to $13.8 billion in 2021with an estimated audience of more than $104 billion in the world in 2022.
However, investing client budgets in new media platforms can seem like a big departure from traditional marketing.
That said, if executed correctly, this approach – working closely with creators and influencers – can be less expensive than traditional media, and can offer agencies and brands a much more targeted avenue to build trust and awareness. loyalty.
How can brands succeed? Here are three recommendations to keep in mind.
Go where your audience is
Successful brands know where their online audience lives and how that audience consumes content.
Consider generational preference on social media: While Gen Z is looking for highly visual content to interact with through TikTok and Instagram, Millennials are using multiple platforms to amplify their personal brands. Gen Xers, meanwhile, are even more addicted to social media than their younger counterparts, spending on average close to 7 hours per week on social networks.
Maintain authenticity across all platforms
Authenticity has always been crucial for successful marketing, regardless of platform. But ensuring the authenticity of influencer marketing campaigns is arguably even more critical.
Millennials and Gen Z in particular often have strong BS detectors for brands that try to please them. Thirty percent admitted to no longer following brands and creators if their content is perceived as inauthentic. They want to support brands that stand for something – beyond a product or service – and show loyalty to brands with similar perspectives on topics such as social justice, the environment and sustainability. equality. Successful marketers focus on building partnerships with influencers by identifying how their brand aligns with the creator’s vision before considering a campaign.
Hire influencer marketers
Staff volatility is one of the biggest challenges brands face today. In fact, almost one in two salespeople revealed his intention to quit his current job.
This means brands must not only scale talent quickly and efficiently across all phases of marketing; they also need to work with experts who understand how to capitalize on the rapidly changing marketing universe. Influencer marketing is just one example of a niche tactic that requires unique expertise.
As new marketing strategies and channels emerge, it’s critical that agencies and brands change the way they target audiences, assess opportunities, and measure success. To capitalize on breakthrough marketing techniques, marketing teams need expertise, scalability, and operational efficiency.