19 Sep, 2024

We are seeing a sharp increase in organisations adopting influencer marketing, especially in today’s media environment in which social media is so prominent. Partnering with someone who has built a trusted connection seems like an appealing strategy to amplify your message. Nevertheless, it is also crucial to understand that while it can be a greatly effective strategy in some situations – influencer engagement may not be suitable in some scenarios. Let’s explore why. 

What is influencer marketing? 

Influencer marketing can take place in multiple forms – endorsement, sponsored posts, contests, giveaways, and offering exclusive discount codes. It is a powerful tool that leverages the credibility of influencers to amplify your brand’s message. When it is done right, it can turn a simple campaign into a credible story that resonates deeply with your intended audience. However, it is vital to understand how and when to use this tool. 

Suitability of influencer marketing

Before adopting this tool, you need to ponder: does this tool fit my message and organisation? Not all products, services, and messages are suitable for influencer marketing. You have to thoroughly understand your intended target audience preference and the nature of your message. For example, if your intended target audience is part of a demographic that has minimal engagement with social media, traditional communications and marketing strategies might be more strategic and effective.

Why Authenticity matters

When it comes to influencer marketing, authenticity is non-negotiable. Imagine your brand story being told by someone who genuinely believes in your values. That is the magic of influencer marketing – choosing the correct influencers who genuinely align with your brand’s values. Even if an influencer has a massive following and high engagement rate, if they do not align with your brand’s ideals and message audiences will be able to tell that the endorsement isn’t genuine, leading to dire effects. This disconnection can impact the effectiveness of campaigns and even harm your brand’s reputation. Therefore, it is crucial to align the suitable influencer with your brand to reach the intended target audience in a meaningful way. 

Research on the influencer

Before jumping into the influencer bandwagon, come together with your team and do some proper research on the potential influencers. It is not just about finding a popular influencer, but also a credible one! Some tips are to look into the influencer’s past works, partnerships, and endorsements, and their brand image in the current media landscape. Understanding their personal values is important as well. We need to find someone who best represents our brand and who is as committed to your brand story as you are. 

Evaluation of cost 

Finally, do remember to consider your cost as well. Almost all influencers come with a price tag and costs vary depending on their reach and the size of their following. Remember,  higher costs do not necessarily bring about better results. Sometimes partnering with micro-influencers who have smaller but highly engaged followers can deliver a more compelling narrative for your brand, and reach niche, targeted audiences. It is all about finding the right storyteller for your brand – someone who can deliver your brand’s message to your audience, making your investment worthwhile.

If you are looking to kickstart your influencer marketing strategy, or just looking to boost your communications and government engagement in general, please reach out at jo@fiftyacres.com.