5 TIPS ON INFLUENCER
MARKETING IN 2018/2019
You may already have an idea and you may already be using influencer marketing at your company. One thing is for sure: How influencer marketing is done changes all the time. We will give you 5 tips on the latest trends.
The term influencer marketing
First of all let’s have a look at the term influencer. An influencer is a person who has the power to influence several people through social or traditional medias called influencer marketing.
Influencers stretch from the cool kid on the block with the latest Nike’s to big celebrities such as Kim Kardashian, Arnold Schwarzenegger and Grace Kelly. All influencing in different decades and touching people in different ways. Today some of the biggest influencers are on social medias.
1. Don’t underestimate the value of micro-influencers
Micro-influencers are affecting their local community through Instagram, Facebook, Snapchat, Youtube, etc. The segment of micro-influencers are a great opportunity to connect upcoming influencers to your brand. Make them loyal ambassadors and they will support your brand for a long time. They are eager to grow and committed to involve their followers. Their content can seem more trustworthy due to their size and their followers is often more engaged. Instead of using one big influencer you can use many micro-influencers and wait for the effect. Look at it as planting a lot of seeds around the world.
2. Ready for generation Y?
The Danes and their Nordic neighbours are some of the most critical consumers in the world. The millennial-generation will create the biggest amount of purchasing power. Therefore it will be even more important as a company to communicate your values and to be credible. This has to be transparent in all of your actions also when working with Influencer Marketing. Just take a look at Coop Denmark and their positioning on the consumer market by using position based communication. They are entering the game against chemicals and applauding sustainable energy. People are tired of seeing traditional adverts meant only to sell. Consumers will start to demand more authenticity from influencers they follow.
3. Videos are vital
Video marketing represents more than 1/3 of all internet content. Video can be twice as effective as text-based content. Videos feel more convincing and is helping to meet tip number 2. The next time you cooperate with an influencer, ask them to create video content. This can be in form of tutorials, product unveiling also called unboxing, behind the scenes, Q&As etc. The story of an influencer’s profile is a great way to share videos and many influencers are becoming masters of making videos.
Daniel Svensson // competition in cooperation with Spar Nord.
4. Instagram is the dominant channel
For companies interested in Influencer Marketing, Instagram will continue to be the main channel. One of the reasons is that Instagram is cheering the collaboration between companies and influencers. Instagram has developed a paid partnership-tag, that influencers include in posts. This tag increases the transparency in campaigns and visibility for the company. Furthermore reports show, that Instagram is the most used social media and keeps evolving. That does not mean that Instagram should always be your preferred marketing channel, it depends on the specific case.
5. Create useful content, not ads
A misunderstanding about influencer marketing is that it has to look in a sudden way. For instance, an influencer taking a picture holding your product with a caption about how much they like your brand. To be honest, that’s boring an unauthentic. Content Marketing is the way to go. Let’s have a look at Nicolas “Lokomotivo” Dalbys cooperation with Repeat Fitness.
The video shows Nicolas suiting up for his daily workout in Repeat Fitness. He shows some of his strength exercises and cardio routines. This video is from his fight camp preparing for his next fight. The video tells a story and the text beside it adds to his storytelling. The cooperation between the MMA-fighter and Repeat Fitness is also a great match. Repeat Fitness is raw and unorthodox, just like Nicolas Dalby. This type of video is also called unboxing. It shows what’s inside the box, in this case what’s inside Repeat Fitness.
All on board
We’ve already seen plenty of major brands taking a similar approach, but in 2018/2019 even smaller brands with smaller budgets need to start getting more creative with how they work with influencers. That means creating videos, campaigns and content that serves a purpose outside of getting people to buy your product. Take some time to think about what you want to achieve with influencer marketing.