In the modern times, getting a buzz around the new product is totally easy but maintaining a continuous user base is a serious question. The larger audience that you are so desperately looking might be hidden behind a successful influencer. That influencer, therefore, would be the key to your successful campaign. So, what is it that you can do to bring that influencer content to your campaign? And if brought to the table, what elements must you know about the influencer-generated content? This question can make the marketers paranoid, but the influencer content plays a major role in leading a campaign. This might be the way you would like to take on to lead your business to success.
If you truly pursue the present context, it has become harder to engage social consumers with branded content. A hint of bias in that content and you are out of your business. This is where the influencer content becomes highly important. Looking at a data from OfferPop, 85% of the users show an inclination towards influencer content than branded ones. The reason for such affinity is it being more authentic, inspirational and genuine. In the following article, we delve into some elements which cover Influencer content.
Setting up Influencer Content for Campaign Success
The present-day consumers are not cold buyers, they are social beings. They have access to virtually every social media platform and have brand awareness as well. So, they would never like things to be sold to them down their throat, instead, they love to connect with people who have a similar mindset. They want to follow, engage and match their expectations with their social icons, the influencers. These consumers are constantly looking out for genuine recommendations and unbiased opinions about the products. They would never even spend a dime on something which has no value to them. So, a tight-knit strategy coupled with influencer content is the way forward for businesses in the future campaigns. Let the influencers speak for the genuineness of your brand, something beneficial for both parties.
Brand Alignment with Influencer Content
Having a large number of followers will bring no success to the brand if the influencer is not aligned with your product. But how does this brand alignment look like?
Relevance – The influencer that you are targeting must have content which is in line with your product. The correct and exact word would be relevance. Is the influencer content relevant to your product? Is the brand relevant to the type of content made by the influencer for their followers? These two questions must be answered before you target the influencers.
Resonance – another important aspect of such branding would be asking another question? Does your influencer use your product? It might not be that important for the influencers to necessarily use the product but finding such influencer who use would uptick the scales in your favor. If your influencer does not like your product, it would reflect in their content and subsequently hamper your sales. If possible, find the influencers who use your product to bring resonance.
Collaboration – when you contact an influencer, they might take the creative control of the content. But the brands should necessarily give that space to them to bring out the best of the influencer content. You must provide guidance and direction about your products and services but let the content part be in their hands. For this reason, it’s important to choose an influencer who is willing to engage with your brand, collaborate with you and be receptive to your guidance.
Being Loyal to Your Influencer for Influencer content
This is another important aspect of such alignment and need of markets in the present context. While searching the influencers, avoid such who jump from brand to brand. Look for those influencers who can bring long-term benefits for your brand. So, having trust in the influencers and being loyal to them would be a perfect option. In addition to influencer loyalty, look for influencers who breed audiences of loyal followers. The more close-knit and loyal the followers, the more willing they will be to act on recommendations.
Tracking the Performance of Influencer Content
Even if you notice positive results after running a campaign, which influencer was responsible for the most engagement? Are influencers promoting different promotions? Different website pages? Which one is directly affecting your sales? So, you must have proper control over the influencers and their content because you are paying them for that.