Influencer Marketing Continues to Evolve
Influencer marketing continues to evolve, and has even more potential to modernize the way advertising and marketing content is created. In the past, brands didn’t have the ability to hyper target specific-based customer segments because they were using large broadcast channels which generalized everyone, including TV commercials, magazine ads and billboards, or celebrity endorsements. With influencers, brands have a unique opportunity to zero in on a very specific audience with greater precision and authenticity.
According to Liz Gottbrecht, VP of marketing at Mavrck, “Influencers, by definition, inspire and empathize with the same consumers that marketers seek to engage. They bridge the gap.”
Facebook recently launched their Brand Collabs Manager, “a search engine which brands can use to browse different influencers based on the demographics of their audience and portfolios of their past sponsored content. According to a recent TechCrunch article, the popular social platform wants to help businesses find creators who can reach their target audience in an authentic way, while also giving creators a path to monetizing their Facebook content and fan base.”
More specifically, creators will be able to compile a portfolio connected to their Facebook Page that shows off how they can seamlessly work brands into their content. Brands will also be able to find them based on the top countries where they’re popular, and audience characteristics like interests, gender, education, relationship status, life events or home ownership.
Advancements in data analytics have paved the road to deeper understanding of content – what resonates and what doesn’t – allowing content creators to customize what they post so that it builds a brand relationship. When brands team up with influencers, their products get re-contextualized and suitable for that audience with content that followers can relate to.
Companies like Mattel have nailed influencer marketing by connecting with well known YouTube stars, such as twins Brooklyn and Bailey McKnight. The company even sponsored their trip to South Africa where they distributed school supplies to kids in need to help celebrate the brands’ first annual DC Kids Super Hero Month. This is a perfect example of how influencers can positively impact brand reputation.
“We believe that anyone that has an audience has a very important responsibility to keep things authentic and real,” the McKnight twins said. “We hope that influencers will choose to use their voice to share goodness and help others along on their individual journeys and struggles.”