participate in new product development,
publish “how-to” guides, and give tips
on L’Oréal platforms. The collaboration
takes the form of a co-branding exercise
between L’Oréal Paris and each influencer.
Influencers appreciate it when their
style and voice are taken seriously by
the brand. What pays off is crafting a
working methodology in which the brand
and the influencer get to know and trust
each other through a highly customized
communication.
Of course, this approach comes with costs.
Developing a few enduring partnerships
calls for new expertise in finding the right
influencers based on their unique distinct
style, in negotiating individual long-term
contracts, and in managing the day-to-day
relationship. It implies creating intimacy
with each influencer, knowing his or her
interests, everyday mood, and career goals.
It also means tracking new quantitative
and qualitative performance metrics.
How to maximize on your
influencer strategy
Just as you need a strategy for your content
marketing program, you also need one
for your influencer marketing program.
An influencer marketing strategy doesn’t
need to be complicated. In fact, when
you’re dealing with hundreds of potential
brand ambassadors, keeping it simple is
essential.
With two out of three millennials blocking
traditional ads, brands have recognized the
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power of influencers to create meaningful
dialogue with their communities about
brands and products. According to
Business Insider Intelligence, the value
of the influencer economy is predicted
to stretch to between $5 and $10 billion
in global ad spend by 2022. But with
this growth, brands are engaged in an
escalating battle to stand out. Social
platforms are increasingly saturated by
sponsored content and consumers are
skeptical of influencers who come off as
“inauthentic.”
is to increase brand awareness within a
particular audience segment, drive sales
of a new product launch, or change brand
positioning through creative storytelling,
campaign objectives and KPIs should
be specific and measurable, including
timeframes, platforms, audiences and
metrics.
Focus on alignment
In order to effectively cut through the
noise and help any business marketer with
their influencer strategy, it is imperative
to: There is no set template for what makes
an influencer able to deliver results. But
focusing on brand alignment over follower
numbers enables brands to select talent
that resonates with the target audience,
even if this means flexing on a tried-and-
tested formula.
Lay the foundations Collaborate, don’t transact
Starting with a clear vision of the target
consumer and campaign objectives has a
big impact on driving successful influencer
activations. Really think about who you
are and what message you're trying to
communicate. Whether the objective While choosing the right partners
and ambassadors is half the challenge,
nurturing
long-term,
reciprocal
relationships with your influencers is
critical to creating maximum value. Take
time to get to know the person, their
While influencer marketing based on tra-
ditional media has been used in marketing
for many years, the rise of social media has
created the boom of social media influenc-
er marketing. Social media influencer mar-
keting has successfully changed the way
brands interact with consumers, especially
in regard to lifestyle branding.