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Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
In the influencer space, one word gets repeated a lot more than others.<\/p>\n
\u201cTake a shot every time we say \u2018authenticity\u2019 today; anytime anybody says \u2018authenticity,\u2019 at this point,\u201d Lizzy Bilasano, VP, head of creative strategy at the agency Whalar, said onstage at Marketing Brew\u2019s Perfecting Your Influencer IQ event in New York on Tuesday. \u201cIt\u2019s become such a buzzword that I think it\u2019s lost its meaning.\u201d<\/p>\n
Authenticity is indeed something that brand marketers often say they are looking for when working with influencers, but a successful influencer partnership can take a lot more. At the event, panelists had plenty of tips for marketers looking to meaningfully partner with influencers in a crowded and rapidly shifting landscape. We compiled a few of them below.<\/p>\n
Personalize your briefs: <\/strong>One way for brands to stand out when reaching out to creators is to pay attention to their content, Kit Clementine Keenan, a creator who spoke at the event, said. As a creator, she said she appreciates when a brand goes beyond just sending her a brief on the sort of content it\u2019s looking for. Recently, the oat-milk brand Planet Oat reached out to her to collaborate after seeing posts about coffee recipes on her account, which she cited as one example of a brand paying attention.<\/p>\nDive into the data:<\/strong> It\u2019s crucial for those in the influencer marketing space to keep tabs on what is current and trending online, Melissa Dunn, EVP, marketing and communications at consumer insights platform Suzy, said onstage.There are tools that can help companies track search-term data and other information, but there\u2019s also a ton of data to be gleaned from influencers and customers, she said.<\/p>\n\u201cWe had a really big alcohol brand testing celebrity ambassadors and really talking to current customers as well as prospective customers, to say, \u2018Is this the type of celebrity that I want?\u2019\u201d she said.<\/p>\n
Manage expectations:<\/strong> Perhaps going against conventional belief, Hitakshi Shah, global influencer marketing manager at Duolingo, said that influencer posts shouldn\u2019t necessarily convert to sales right away. In her own job, Shah uses influencer content to help build a fanbase for Duolingo, but she said the brand focuses more on entertaining potential customers than trying to track immediate returns.<\/p>\nChristopher Douglas, senior manager of strategy at the agency Billion Dollar Boy, said onstage that, when talking to brands about how to measure virality and success, he often emphasizes the importance of having clear goals.<\/p>\n
\u201cWe\u2019re not delusional girlies here,\u201d Douglas said.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. In the influencer space, one word gets repeated a lot more than others. \u201cTake a shot every time we say […]<\/p>\n","protected":false},"author":1,"featured_media":21316,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21315","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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