More and more brands are investing in their influence strategy and 62% of marketers even plan to further increase their budget in 2022 (source Influence Marketing Hub). However, many misunderstandings remain, decryption:
Myth #1 – Influence only happens digitally
Influence has indeed taken on unprecedented importance with the rise of digital technology, ignoring geographical or temporal barriers. However, word of mouth has existed for millennia where everyone can share with their loved ones (friends, family, colleagues, neighbors), their opinion, their latest purchases, but also their questions. The influence of each other takes place on a daily basis, through conversation, whether written or oral, online or in person.
Myth #2: Influence is the playground of social media
Social platforms facilitate discussion and exchanges, whether in public or private mode. However, opinions are also shared elsewhere on the web: blogs, forums, or even customer opinions on e-commerce sites or search engines. Taking care of customer reviews on all channels is therefore essential.
Myth #3: Only the number of followers counts
The first reflex, in an influence strategy, is to want to collaborate with macro influencers, because they are the ones who have the largest communities on the various social platforms (Instagram, Facebook, YouTube, Twitch), the objective being to reach as many people as possible. However, it is also necessary to forge long-term links with content creators with a smaller but often more committed community. This is explained by a very sharp editorial line among middle influencers, which makes it possible to address very specific, niche topics.
Myth #4: Influencers are driven by money
Collaborations with content creators may give rise to remuneration, but it is also possible to engage them through a product endowment. Good practice: stick to the needs of the influencer’s moment by proposing, for example, a stroller at the time of a birth, a makeover of a room when moving in…
Myth #5: Only Gen Z and Millennials are targeted
In reality, depending on the different social platforms, it is possible to reach all ages, from the youngest on Snapchat or TikTok to the 30s and over on social networks like Facebook or Pinterest.
Myth #6: Influencer only works on sexy products
Social networks have had the advantage of democratizing taboo subjects, we can thus address themes such as rules or harassment, which were still, a few years ago, only half-discussed. Moreover, it is an opportunity for fairly traditional institutions, such as brands in the banking-insurance sectors, to establish a less conventional link with their customers and their community.
Myth 7: It’s always about promoting (yourself)
Content creators are happy to relay products and services that they consider really beautiful, practical or entertaining, in line with their values and their daily lives. However, they refuse to be simple relays of communication and refuse any collaboration where a certain freedom would not be left to them, in particular in the editorial line (creation of photos, videos, stories and real…). For the brands, it is also the opportunity to go further by notably proposing a co-creation operation and thus create a capsule collection. The influencer thus becomes a collaborator.
Myth #8: ROI is not measurable
Beyond the indicators provided by social platforms – number of subscribers, likes, etc. – it is also possible to partner with research institutes to go further in measuring the performance of influence campaigns. : impact on the brand image, contribution to the generation of traffic on the site or in store.
Myth n°9: The internalization of influence: easy!
This strategy is quite possible in the context of occasional influence campaigns and on low volumes of people to contact. It then becomes more complicated if you want to reach hundreds or even thousands of micro influencers in an automated way.
Myth #10: A “one shot” campaign is enough
To remain credible, both on the side of brands and influencers, it is essential to avoid opportunistic collaborations but to favor long-term relationships. It is also necessary to be attentive to a sharing of common values which evolves in the same direction over the months or years of partnership.
Find the full intervention at Marketing Day 2021 by Delphine Benedic, International Marketing Director at Territory Influence.