Should you use Influencers?

May 2, 2023

Words by Nicole Rattos.

If you aren’t incorporating influencers into your marketing campaign, you’re missing out on a powerful and effective way to reach your target audience!

If you scroll through any social media platform nowadays, you’ll see an abundance of influencers or content creators showcasing the next best offering or product.

Why is this the case?

Influencer marketing has become increasingly popular in recent years because it can be a highly effective way to reach a specific target audience and build brand awareness. Brands now have the opportunity to either sink or swim against their competitors. 

Here are some of the key reasons why you might consider using influencers in your marketing campaign:

  1. Reach a targeted audience: Influencers have mastered the art of attracting a loyal following in their unique niches, whether it's food, fashion, or even llama grooming, the possibilities are endless. You’re able to reach a specific target audience that is relevant to your product or service. 
  1. Increase brand awareness: Partnering with an influencer to share your content or promote your product can be an absolute game-changer. As their followers become aware of your brand, your message can spread like wildfire across social media, opening up new opportunities and possibilities for your business.
  1. Build trust: In a world where advertising bombards us from every angle, it's no wonder that consumers are becoming more sceptical. This is where influencers come in - they have built a loyal following based on their authenticity, credibility, and trustworthiness. When they promote your product or service, their followers are more likely to take notice and believe in it.
  2. Drive sales: When an influencer promotes your product or service, their followers may be more likely to purchase it because of the trust they have in the influencer.
  3. Cost-effective: Who said influencer marketing had to break the bank? By collaborating with micro-influencers, you can reach a highly engaged audience without the hefty price tag. The Atticism takes it one step further by negotiating contra agreements, helping clients reduce costs and maximise their ROI.

On the flip side, there are also some potential dangers that should be considered:

  1. Misaligned values: If an influencer does not align with your brand's values or messaging, it can damage your brand's reputation and credibility.
  2. Inauthenticity: Influencers who do not authentically promote a product or service can come across as inauthentic or insincere, which can lead to a loss of trust with their followers.
  3. Fraudulent practices: Beware of the fake follower black-market! There have been cases of influencers buying fake followers or engagement to inflate their reach, which can lead to misleading metrics and wasted resources for brands. 
  4. Legal compliance: Brands and influencers must adhere to legal guidelines, such as disclosing sponsored content and following truth-in-advertising laws. Failure to comply can lead to legal repercussions and damage to brand reputation.
  5. Lack of control: Working with influencers can be a double-edged sword. While it can provide brands with a valuable way to reach new audiences, they risk limited control over the content created and shared by the influencer. If the content does not align with the brand's messaging or values, it can pose a significant risk to the brand's reputation. It's like walking a tightrope – one wrong move, and you could lose your balance. It's crucial to have a strong vetting process in place.

Overall, using influencers in your marketing campaign can be a powerful way to reach a targeted audience, build brand awareness, and drive sales but it must be done correctly.

Here are our top tips for a successful influencer partnership:

  1. Set clear goals and expectations: Define the goals of the partnership, such as increasing brand awareness or driving sales, and communicate them clearly to the influencer. If you don’t concisely lay out terms, how do they know what content to create?  Also, establish expectations for content creation, posting frequency, and any legal requirements. 
  2. Choose the right influencer: Look for influencers who align with your brand values and have an engaged following that is relevant to your target audience. It's also important to consider their reach, engagement rates, and past partnerships.
  3. Provide creative freedom: Allow the influencer creative freedom to craft content that resonates with their audience and is authentic to their voice. However, ensure that the content aligns with your brand guidelines and messaging.
  4. Be transparent: Ensure that the influencer clearly discloses sponsored content to their audience in compliance with legal guidelines. Also, be transparent with the influencer about any expectations or limitations, such as budget or timeline.
  5. Measure and evaluate success: Track the success of the partnership with key metrics, such as engagement rates, website traffic, and sales, and use that data to evaluate the effectiveness of the partnership. This can help inform future partnerships and improve overall marketing strategies.

By setting clear goals and expectations, choosing the right influencer, providing creative freedom, being transparent, and measuring success, brands can build successful partnerships with influencers that effectively promote their brand and drive business results.

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