Digital creative professionals do a full-time job that mixes copywriting , photography, video-making and public relations. According to the ' Future of Creativity ' research published by Adobe in the second half of 2022, the so-called creator economy is allowing more and more people to monetize their content, goods and services online by leveraging creativity and passion. In total, there are more than 300 million digital creators worldwide. The study also shows that this economy is redefining several aspects of culture and society, from the future of work to the way companies advertise, even reaching the promotion of social causes and important issues such as the environment, inclusion and mental health.
Specifically, how to do influencer marketing? A good strategy must involve a series of steps and cannot be carried away by the simple enthusiasm of having involved the most famous VIP or the guru of the subject we are dealing with. It is not certain, in fact, that this will bring real results. Here are some tips:
To choose the best ambassador, it is essential to base your target audience and buyer persona on your brand. For example, Instagram is ideal for natural, vegan cosmetics, while TikTok is suitable for a young and fun audience, and YouTube is perfect for professional makeup tutorials. It is important to consider a mix of channels and the influencers' specializations.
Next, you need to set an appropriate budget and understand sweden whatsapp data influencer remuneration; nano and micro-influencers are often more accessible for brands with limited budgets. Providing influencers with a clear and flexible brief is essential to maintain their authenticity and creativity. Finally, define specific objectives (simple awareness or conversions) and act accordingly.
Influencer making a food advertising campaign
How to measure the results of an influencer campaign?
Posts made by influencers need to be monitored and analysed according to the specific objectives mentioned. It is a complex activity, halfway between public relations and social media marketing, which is why it is often considered non-measurable. On the contrary, it is good to establish figures that can be analysed: for example, having each testimonial involved distribute a personalised discount code is a simple and immediate way for an e-commerce to measure the return on the initiative, counting how many times the code was used and the amount of each shopping cart.
Advantages and disadvantages of influencer marketing
The advantages of influencer marketing are remarkable: firstly, you have the opportunity to present yourself through the voice and image of a testimonial with authority and direct influence on target customers. This means that the promotional message will be conveyed in a less blatantly advertising way , but according to the logic of content marketing, with a style and tone of voice that the influencer's followers love and understand.
The result? Greater effectiveness and a greater perception of trust, spontaneity and veracity . If, on the other hand, high-profile opinion leaders and trendsetters are not chosen , but rather a careful selection of mid-level profiles and micro-influencers is still chosen, a considerable advantage is the possibility of containing costs.
As for the disadvantages of influencer marketing , there is the link that is established with the personal fate of the testimonial, who, by compromising his reputation, can cause damage to the associated brand. The recent case of Chiara Ferragni is an example.