Social media will continue growing in popularity. Everyone is aware of influencers and how some make really good money doing what they love, BUT how is it on the flip side of the coin?
Introduction:
Another great opportunity to be part of the seminar with guest, Ashley Walsh, Account Director at North Strategic. North started in 2011. They are different in 3 ways. One, Social by design, the fluidity between content, digital, and social media to connect clients with consumers. Two, culture first, team includes mix of creatives, strategists, and digital and social experts. Last, industry experts, knowing the best practices to help clients break through limits.
Secret weapon – fluency
Their secret weapon, their trump card, their ace, Fluency. Fluency is the influencer marketing technology service that powers influence and impact at scale. Using machine learning and a scalable tech stack to create a platform for influencer engagement and management. Containing a database of 250 million who are active across social media. TikTok, Instagram, Twitch, etc. All in one bag.
Influencer marketing:
The basis of influencer role is basically word of mouth but at a larger scale. Rather then being in a local community where you heard your neighbor mention their amazing experience at the newly renovated restaurant, we now have greater exposure to a larger scale. Instead, you saw the restaurant from someone you never even met in person or live across town. This is very important to acknowledge because influencers provide a method of connection to build loyalty via their credible voices.
Influencers Marketing has grown and will continue to grow to an expected $13.8 billion worth in 2021. As everyone has first had experienced the restrictions of covid-19 has provided more time on social media for some of us. With more users in the pool, business lean towards influencers to get the upper had as well. Instagram engagement is up 30% by influencers, Tiktok users up by 80%, and twitch by 15%. This change does affect both sides, influencers behaviour will also change as they are human too. They would have to work around Covid-19 situation and still produce content.
The selection phase:
The act of an influencer is to place your brand for your audience to notice it. Essentially exposing your brand to an audience in the market for your product or service. There is a thin line that separates influencers and content creators. To narrow it down, Influencers are focused on growing and maintaining a loyal social following online. While the content creator is skilled at producing attractive photos, videos, vision, etc. Although influencers can also be content creators and vice versa, the content produced by each may vary.
Now that you know the difference, to pick the right influencer, the one that fits the glass shoes, the stairways to success. Steps to follow:
1. Define your campaign/brand
Consider the reach, geographic, demographics, what theme and platform, what is the CTA. These are all very important as they must be defined to ensure thorough understanding.
2. Identify the influencer partners
Ensure there is insight alignment.
3. Validation
Influencer fraud is real. Enormous red flag if they are not willing to provide backend data an insight. Whenever there is a way to make income, there is also a way to cheat it in the world. Using certain tools (Fake Check, Social Blade, etc.) to make sure their audience is genuine. Manual research on their page and data. Ensure they don’t have random spikes in engagement or a large group of followers in a different location.
4. Amplifying Influencer Content
57% of marketers found that influencer-generated content performs better than professionally produced content. Follow paid media tactics:
Whitelisting – boosting organic content directly from their accounts
Brand Amplification – promote influencer content from brand’s account page
Targeting – include geographic, interests, age, etc.
Optimization – align with communication objectives.
How to be successful with influencer marketing:
Contracts Agreements play a vital role to ensure success and protection for both the brand and influencer. The contracts should be presented to all paid influencers to outline the campaign dates, required outputs, exclusivity, ownership, licensing, and payment terms. Also contain the mutual indemnification clause for protection of both parties.
Guidelines are provided, just like any other profession. The best route to success is to have a mutual understanding and communicate what is expected. Without setting expectations, it becomes a gamble, the results of the content, or even the content itself, or simply just when it is delivered. Some examples are: Brand Style Guide, Post Creative and Copy Guide, and Approval Timeline.
Where and how was Fluency created?
Created by Dovetale who powers their tech. So, it is very similar but in a way it is customized for North. From the sounds of the functions, Fluency sounds very powerful. It even sounds like the heart of the operations. With myself not familiar at all with the tech industry besides computer hardware, it is a little bit hard to understand HOW and WHAT it does.
What do you think an influencer should be like to be considered? Certain characteristics?
It highly depends on the objectives, but Ashley believes the engagement rate is vital. The demographic must also be considered, if its local grocery store, someone across the world won’t help. From an amateur standpoint, I would say the geographic and demographic is more important because the influencer should have the following of the audience you want to engage. But I would understand in certain situations this might vary.
I am yet again intrigued:
Influencer marketing seems similar to headhunters. My take from this seminar is that influencer marketer would research on the brand and establish criteria they require for an influencer. The hunt begins and you filter and screen “applicants” out until you have a couple you contact, negotiate, and put together a contract. This is outside of my experience, as it lies with applicants coming to me. The contents of a contract would be very different, and I assume has much more flexibility compared to an entry level position with a hotel.
I always do enjoy a challenge.
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