The future of influencer marketing is a hot topic these days. With the rapid changes in the social media landscape, brands often ask if it’s still worthwhile to invest in influencer marketing. As the co-founder of a digital agency, I firmly believe the answer is yes—but with a crucial caveat: we must adapt our approach to influencer and creator marketing.
The creator economy is evolving, and here are some best practices to maximize your influencer marketing efforts in this new era.
1. Empower Creators
Brands often have strict guidelines to protect their image, which can stifle influencer creativity. Audiences are increasingly aware when they’re being marketed to, making overly scripted content feel artificial. The best creators understand their audience and can craft authentic, engaging content. While it’s okay to provide some direction—like general do’s and don’ts—allowing creators more freedom will yield better results.
2. Focus on Engagement, Not Just Numbers
When selecting influencers, it’s easy to get caught up in follower counts. However, nano-influencers (fewer than 10,000 followers) and micro-influencers (fewer than 100,000 followers) can be just as, if not more, effective than macro influencers. These smaller influencers often have more engaged audiences and closer relationships with their followers, leading to stronger trust. Additionally, consider turning loyal customers into influencers by sending them PR packages. Their authentic influence can be incredibly impactful.
3. Build Genuine Partnerships
Many creators report feeling exploited, often being offered low compensation for significant work. It’s essential to recognize that creators are business owners and deserve fair treatment regarding rates and deliverables. Treating influencers as true partners fosters better relationships, encouraging them to provide honest feedback about your brand and promote it genuinely.
4. Maximize Content Usage
User-generated content (UGC) has become a standard, offering a more authentic touch even in paid media. Instead of viewing influencer content as a one-time post, think about how to repurpose it effectively. Explore options like allowlisting and reposting to extend the content’s life and maximize your investment. Long-term partnerships that produce multiple deliverables can lead to better outcomes, as they create a more authentic connection with the audience.
5. Start with a Clear Strategy
In the past, simply showcasing products was enough to drive sales. Today, you need a well-defined strategy to align influencer content with your business goals. Determine if your campaign focuses on conversions or brand awareness, and ensure it fits into your broader marketing strategy and customer journey. A solid creator marketing strategy helps you manage budgets and set clear expectations for success.
Conclusion
In summary, despite rumors suggesting that influencer marketing is dead, it’s very much alive—but it requires a fresh approach. By empowering creators, focusing on engagement over numbers, treating influencers as partners, maximizing content use, and starting with a solid strategy, you can make influencer marketing a powerful tool in your social media and marketing efforts.