A study has shown that significantly more than half of consumers will patronize—or avoid—businesses that share their social and political viewpoints. In addition to wanting to attract “values-based” consumers, many business leaders want to join the conversations around causes they believe in.
Between Unilever’s call to action against influencer fraud, headline-grabbing PR disasters like the Fyre Festival and the recent college cheating scandal that put the spotlight on the social media star daughter of actress Lori Loughlin, it’s no wonder some are questioning whether influencer marketing is in a bubble—one they’re speculating is on the verge of bursting.
“Content marketing” is a buzzword-sounding term that unfortunately is being used interchangeably with influencer marketing, native advertising and audience-centric marketing. At my agency, we often hear from clients who are confused about what content marketing is all about.
Once a bleeding-edge tactic, influencer marketing is now widely accepted as an extremely effective method for spreading brand awareness, building relationships and driving action online. As companies look to partner with influencers to reach their highly engaged audiences, questions often arise about best practices for recruitment, targeting and campaign activation.
There’s no shortage of cautionary tales when it comes to influencer marketing; speculation and myths run rampant throughout the industry. In the years since I founded Sway Group, I’ve seen misconceptions come and go in the influencer and content marketing space. And I’ve learned that the trick to avoiding strategy speedbumps is to stay informed.
The business of influencer marketing is estimated to reach $10 billion by 2020, and more marketers than ever seem ready to jump on board. In fact, a recent survey from the ANA (Association of National Advertisers) revealed that 75% of advertisers are currently using influencer marketing, with 43% planning to increase their spend on it in the next 12 months.
Content is king for a reason. Standing out from the crowd and building a brand is a challenge in today’s saturated market. What people experience when they encounter your brand for the first time not only needs to be attention-getting, but also what they should expect to find going forward. When it works well, marketing content can drive consumers to seek out more information about your company by heading to your website.
The marketing landscape is ever-changing, and it can be difficult to keep up. Even if you’ve been in the industry for years, there are always new trends emerging and methods evolving. Those who continue learning and growing will never fall too far behind, but that doesn’t mean they won’t face obstacles along the way.
Leading brands such as H&M, Daniel Wellington, and REVOLVE frequently leverage successful influencer marketing campaigns to grow their businesses. And you should too.
Some of the biggest sports events of the year are already upon us, with families and friends eagerly donning their jerseys, setting up snacks and getting ready to watch the games and ads. In fact, particularly on Super Bowl Sunday, some people tune in just to see the special, spectacular ads.
As we enter 2019, it’s a natural time to evaluate current business strategies while looking to the months ahead. In my role as CEO of an influencer marketing agency, I’ve observed some shifts in the industry that could affect the way you plan your next influencer campaign. And I also have some thoughts about the trends we’ll be seeing in the coming year.
To stay ahead and keep your business thriving in the new year, it is important to set new goals, chart a trajectory for growth, and integrate new technologies and best practices. The same can be said of business leaders. In order to maintain industry leader status, you need to stay ahead of the pack by constantly learning and mastering new skills.