Influencer Marketing: A future-proof strategy
We know that social media is one of the most important marketing channels of our time and at the latest in the current time of crisis companies are realizing the far-reaching possibilities of the platforms. However, it is easier said than done to achieve the necessary attention there. Those who know how to communicate on Instagram and Co. are influencers, blogger and creator.
Without social media it is now really no longer possible
As a result of the Corona crisis and the changes in public life that came with it, our communication has moved almost completely into digital space. Encounters in the public space hardly take place at all anymore. This has given social networks another big boost: Now many more retailers are discovering the benefits of an Instagram Profile. If no one walks past the store anymore, there is another way to get attention. But to achieve long-term success through the use of social media, a strategy is needed. Without analysing the target group and defining clear goals, the implementation can go nowhere. Companies face the challenge of generating attention in the feed and delivering content that users do not “swipe away”. The feed is the final adversary and it is the one to defeat.
Influencers get the hang of it
Influencers are a big step ahead of companies: they have a community with which they are in constant communication and know exactly how to entertain them. They are the key players when it comes to spreading trends and relevant topics. They have the power to turn brands and products into hype. You can see this from the fact that big names on Instagram, such as @mrsbella or @pamelareif, have already caused entire websites to collapse by promoting products. If they recommend something, demand increases massively within a very short time. In addition to the greats of the Instagram world, however, micro-influencers are increasingly coming to the fore. Although they have a smaller community, they usually maintain a closer relationship with it. They are perceived as particularly authentic and credible, which means that the followers are very interactive. Currently, traders also benefit from the Instagramer’s influence: Since the restriction of public life, some influencers have shown how they have rediscovered their passion for puzzling. What followed was a real boom and the Ravensburger company was able to record a fivefold increase in demand.
Influencer Marketing is future-proof
Currently, however, one hears from all corners that influencers are breaking off their cooperation and campaigns are being put on hold. Doesn’t the Corona crisis leave influencer marketing untouched after all? Of course not, but it won’t suffer greatly from it. After all, the connection between influencers and their community is becoming even closer. The thing that moves users at the moment is how others deal with the current situation. They look for inspiration from influencers and dealing with the same problems creates cohesion. The time that people spend in social networks has probably never been as intense as in the last weeks and this also increases the relevance of the influencers. But the interaction between companies and influencers is also becoming closer and more important: production in companies is at a standstill and new content cannot be produced. The situation is different with influencers. Their work is not only time and place independent. This makes them the driving force when it comes to providing target groups with news. Influencer marketing does not have to worry about its existence. Because the strongest transformation of this industry takes place in the shared messages, but not in the reach of the influencers, this remains the same.
Another advantage of Influencer Marketing is its speed and flexibility. Nobody can react as fast to news and trends as Influencer does on Instagram, TikTok etc. As an autonomous content creator you can inform the target group directly, make statements and present new products. Whatever they want to tell their community, they record it now, post it directly on the web and receive direct feedback within seconds. This makes them faster than all other classic communication channels and the company’s own advertising measures. At the same time we see that the implementation and scope of influencer marketing is flexibly adapted to current consumer behaviour. Prosieben responds to the increasing relevance and reach of influencers, for example, by introducing a TV format and bringing influencer marketing into the living room of the customer: Under the hashtag #InspireMe the instagramer @tamtambeauty presents cosmetic products of the brand Max-Factor. In addition to the broadcast spots on the channel Sixx, the influencer accompanies with contributions on her own channel. This way, the campaign receives the direct attention of the community and maximizes the success with the authentic staging of the products in the context of tutorials as a TV spot. This example shows that influencer marketing is far from over and that countless possibilities are open.
Take the chance now
Companies that have just jumped on the social media bandwagon should now begin to understand exactly who their target audience is and how they want to be targeted on Instagram. Then the question arises, which ambassador can help spark user interest in the brand and products. It is important to find the right influencers and use them to attract attention. To do this, companies should trust in the expertise of the influencers. They have far more knowledge about their community and how to entertain and address it. To do this, influencers need the freedom to use creative content to shape their cooperation in the best possible way. Too rigid guidelines can jeopardize the authenticity of the campaign and thus also the achievement of objectives.
Now companies should use the cooperation with influencers to spread statements and position themselves. Through their content, Instagram professionals can keep the brand in the limelight, strengthen the bond between the target group and the company, and provide information about the offering during the Corona crisis. It is precisely because users now spend so much time in social networks that attention can be increased. At the same time, however, a look into the future should also be taken: What needs does my target group develop due to the current restrictions and how can we adapt?
Strategic discipline instead of test procedures
Influencer Marketing has been seen by many companies in recent years as a way to bring a breath of fresh air into their marketing activities. Since one saw great success with others and the topic was on everyone’s lips, one wanted to try it. Strategy? Nothing. We see a development of this tool in the sense that influencer marketing is becoming a natural part of the marketing mix and is becoming increasingly professional. Companies should therefore regard influencers as a strategic discipline that makes the brand relevant to the customer. Influencers give the brand a face and not only trigger the need for the products in their community, but also convey and explain their meaning and purpose. The function of influencers as communicators of the company should be integrated into the overall marketing strategy and aligned with long-term goals.