It’s no secret that influencer marketing is on the rise. Also on the rise: criticism of the practice. Brands are investing more than ever into influencer marketing, but with higher budgets comes more wariness and pressure to validate the influencer’s credibility and authenticity, as well as the ROI for the company.
According to Mediakix’s annual Influencer Marketing Survey, while “80% of marketers find influencer marketing effective,” “spotting fake followers is the No. 1 ranked influencer marketing concern for marketers.”
Why influencer marketing? Brands saw a need to better connect with and expand their audiences. They recognized that individuals were building relationships with similar fan bases, and, in some cases, these individuals were influencing their audiences better than well-established brands. As a result, businesses and influencers began building partnerships.
As communities grew within new and existing social platforms, the market for new collaborations and monetized partnerships grew as well. Over time, consumers began to question the credibility of these influencers because their pay cut became public knowledge. A simple #Ad in a caption can make consumers wonder, “Are they in it for the paycheck or are they truly invested in the brand?” Whether you’re a mega-, macro-, or micro-influencer, it boils down to the consumer, and consumers crave authenticity and relatable content.
The growing criticism can make things intimidating for a marketer looking to tap into influencer marketing. While influencers can positively impact the perception and revenue of a brand, it can be difficult to find a mutually beneficial partnership with minimal risk. At Simon/Myers, we’ve looked into ways to incorporate new tactics into our influencer marketing. We believe in the power of influencers, but in a different way than you think. We call them Micro Marketing Units (MMUs), and we collaborate with them for insight.
The objective of MMUs is to harness micro-influencers’ marketing power and infuse it into new and existing campaigns. That’s why we partner with micro-influencers to have them test our clients’ products and provide feedback such as suggested imagery, copywriting insights, etc. By understanding the way these marketers influence their consumers, we build stronger campaigns that speak directly to our target audience.
MMUs strengthen the partnership between brands and influencers by encouraging collaboration. We’re only a few months into the new year, so it’s not too late to refresh your social strategy and incorporate new tactics. It may be what your brand needs to develop a more consumer-centric campaign.
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