Influencer Marketing: Trust is not owned in a single Instagram post
Influencer marketing, in a simple way, is to identify the best ambassador for your product or service and let them create the narrative for your brand story in the most authentic way to their followers.
We decided to work on Pulpkey 3 years ago to help brands make creative branded content at a scale. To get to the bottom of it, we tried to find out who are the best people capable of doing this job. We were looking for people whose content is inspiring and useful to the ones who consume them.
Influencer Marketing has seen the most exponential growth among all of the forms of marketing strategies in the last couple of years.
4 current tips to re-think and innovate in Influencer Marketing
1) Prioritize your value: Covid-19 has significantly affected the world, though you should never capitalise a crisis but this is the time where you should work with ambassadors to provide valuable and useful updates around your brand: safety measures, fund-raising, self-help cooking videos for people who are away from home, DIY home cleaning, delivery safety, mental health etc. It’s your duty to stay tuned with the need for your consumers.
2) Audience size is not everything:
Bigger reach is not equal to bigger results. Identify your niche and work with people who aligned with the value of your brand. Someone who has massive followers but 50% of their audiences might not be the target of your campaign.
3) Trust is not owned in a single Instagram post
Many brands are looking for the viral campaign which gets nowhere close to remembering the next day by anyone. To be successful in any field, you need to be consistent. I wonder how many ads I see every day and how many actual ones I remember. No one is going to buy your products with just a single ad.
4) Tell them what’s your goal and don’t tell them how to do it
It’s pretty simple. A brand should spend more time on describing their goal and let the influencer to adopt it in their own respective way. At Pulpkey, we have seen 3x higher results when an influencer is in charge of the content creation process rather than following a strict brief from the brand. The final result also stays top-notch and relatable to the regular content-pattern of the influencer and thus followers engage with it more happily.
Role of Technology
Technology plays a vital role while identifying the right influencers. It’s not very complex but the same way watching the right movie or ordering the right food. Information and big data help to gather details of an influencer’s audience. While we strongly prefer creativity while the execution starts but for the identifying part, we have built an Influencer and content search engine which is a self-service software that helps anyone to find and identify ideal Indian influencers for a campaign. One can find influencers with 20+ filters, any keywords, location, category from a curated 10,000+ Indian profiles. The get analytics of any profile: powered by Pulpkey AI that analyzes influencer audience geographic, demographic, gender, age, location, growth, similar influencers.
The role of technology doesn’t end in identifying the right influencers but also identifying the results of the campaign. Right suits of tools and products help you to measure the impact by collaborating with different APIs of social networks.
Innovate and be ambitious
Some influencers also don’t think long term. Some are interchangeable, some are valuable for their reach. It’s better to work with someone who is truly a ‘Creator’. Creators are your active partner in making consistent great content. You’ll get to see the difference between influencer campaigns which are short-term and easily forgotten to the ones that are inspirational and full of values.
I’ll try to end this with the fascinating fact that came out a few weeks back.
Michael Jordan was about to close a deal with Adidas.
Nike offered just one thing extra which Adidas was not prepared to do. His own branded shoe — Air Jordan.
Michael Jordan has made $1.3 billion from his 36-year partnership with Nike. Today, the original first pair of Air Jordan sneakers sell for $560,000 at auction. The most expensive sneaker sold at an auction.
About the author:
Amit Mondal, Founder, Pulpkey