How is Influencer Content Is Used?
Influencer content is being utilised in every channel imaginable. 68.8% of brands already leverage it on their websites, social campaigns, emails, print advertisements. 21.3% say they plan to do so in the future.
Popular uses for influencer content include:
- Testimonials
- Print Advertisements
- In-store Displays
- Digital and Banner Ads
- Building a Content Library
- Press Releases
- Email Marketing
- Live Presentations
- Social Media
- Profile Pages
- Websites and Landing Pages
- App Store Listings
90.1% of brands either are or plan to repurpose influencer content across different marketing channels.
Where to start? Getting from A to B.
Define your objectives: What are you trying to accomplish with influencer marketing? Do you want exposure, brand awareness, feedback, or direct sales? Brands who begin with well-defined objectives are far more successful. Anything in your plan that doesn’t support these objectives probably doesn’t belong.
Find the right influencers: The right influencers can make all the difference both in quality of content and time invested. Influencers are professionals and those who are a good brand fit and have a great work ethic will create more authentic content.
Cultivate long-term relationships: Influencers require a relationship and like all relationships, they take time. After you’ve executed a few campaigns and both parties have learned about each other, successive engagements will take incrementally less work. Long-term influencers will better understand your guidelines, what performs best, and know how to navigate success.
Use micro-influencers: The data is incontrovertible: micro-influencers achieve higher engagement for a lower CPE. They do take more work, however, which is why influencer platforms offers a great advantage.
Leverage a platform: Influencer platforms automate the difficult portions of discovery, vetting, negotiation, content creation, payments, and analytics, and free marketers up to treat influencer marketing as a standalone channel rather than a full-time role. The more you invest in your strategy, both in preparation and tools, the more output you’ll see in terms of content and ROI.
Source Citation: State of the industry influencer report 2019