Danica Kombol, speaker at 2016 Spark.Me conference in Budva, Montenegro, discussed how to make influencers the life of a brand’s party through influencer marketing. So, what is influencer marketing? It is a type of marketing that focuses on using key leaders to drive a brand’s message to the larger market.
“Trust in advertising tanked in 2009, and people flocked to blogs to hear what their ‘friends’ thought, not media.” Danica Kombol, Everywhere Agency
Younger people trust people they see as “peers” more than they trust “celebrities.” The fact is, the term “influencer” is a misnomer. In most cases, the people that brands most want to work with are creators and producers. They know their audiences and know what makes them engage.
“Influencers help a brand tell many stories that are more authentic & multifaceted than a brand alone can’t do.” Danica Kombol, Everywhere Agency
It is important that agencies like Everywhere Agency properly train brands on how to collaborate with influencers. Influencers aren’t earned media. They expect to get paid. Because they get paid, they should be treated with the respect and part of the campaign collaboration. They should be briefed properly. The content they make with you, the brand, should be the kind of content they’ve wanted to make but thought you could not afford. And, they should be guided towards making the kind of content that will keep the brand coming back for more, because it worked. More now than ever, influencers are making more visual content than the previous generation of bloggers, and their content should be held to a different creative standard.
“Influencers are digital storytellers with not just their blog, but also people who have engaging conversations on Twitter, create visual art on Instagram, and so on.” Danica Kombol, Everywhere Agency
Influencer marketing agencies are built to scale. Most facilitate the matching of influencers to brands. The more campaigns they can facilitate, the more value they theoretically build for themselves. Influencer marketing agencies exist today, in part, to help brands select from a seemingly endless supply of influencers. But as we get better about measuring the effectiveness of influencer marketing, we’ll learn that not every influencer can deliver meaningful results, much less engagement.
The path to success for most brands will be working with fewer, better, more collaborative influencers and creators. Quality will trump quantity in terms of delivering results — whether those results are views, engagements, brand awareness or sales. The ones that deliver quality and results will be the greatest demand, not the ones with the biggest reach. Reach and results are not necessarily correlated. We are seeing how reach is a flawed metric because once you get to a certain level of popularity, you are also popular with the spam accounts, “bots.”
“Below impressions, we look for engagements!” Danica Kombol, Everywhere Agency
When you are looking for an influencer, find a creative partner who collaborates with others for a living. A partner that will combine the best of technology, with the best collaborative creative strategists, to work with the best creators across all platforms. Influencer marketing should be part of an integrated marketing plan, and the best partners will bring their professional attitude to the table.