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Brand Marketing; How Brands Can Tap Into the Creator Economy
Influencer marketing empowers brands to connect with engaged audiences and boost their products. Collaborating with multiple smaller influencers instead of one large influencer can offer advantages like targeted reach, authenticity, and increased engagement.
August 23, 2023
Group of Creators Smiling and Socializing In Coffee Shop with their IPads and Macbooks
Brand Marketing; How Brands Can Tap Into the Creator Economy
Influencer marketing is a powerful way for brands to promote their products and services and reach a large, engaged audience and it's estimated that the majority of marketers plan to increase their influencer marketing budget over the coming year. By partnering with social media influencers, brands can gain access to the influencer's dedicated following and leverage their credibility and influence.
Here are some tips for brand strategy to leverage social media influencers to build awareness about their products and services:
  1. Identify the right influencers for your brand. To get the most out of your influencer partnerships, you need to find influencers who align with your brand's values and target audience. This means conducting research to identify influencers who have a large and engaged following, and who create content that is relevant to your brand and your target audience. There are platforms that can help you find and connect with the right partners to help brands deliver the right message to the right audience, such as Risefluence’s Creator Marketplace.
  2. Establish clear goals and objectives. Before you start working with influencers, it's important to establish clear goals and objectives for your influencer marketing campaign. This can include goals such as increasing brand awareness, generating leads, or driving sales. By setting clear goals, you can measure the success of your campaign and ensure that you are getting the most out of your influencer partnerships. Additionally, it will help inform the creative direction from your content partners.
  3. Create a detailed influencer brief. To ensure that influencers understand your brand and create content that aligns with your goals and objectives, you need to provide them with a clear and detailed influencer brief. This should include information that you want them to highlight about your brand, your products or services, your target audience, and the specific content you want the influencer to create. With that being said, be directional but not prescriptive. Creators need the autonomy to speak authentically and maintain their genuine tone.
  4. Provide the influencer with the necessary resources. To create high-quality content that promotes your brand, influencers will need access to your products or services, as well as any other resources or information that they need. This can include product samples, brand guidelines, scripts or creative assets. By providing influencers with the resources they need, you can help them create content that accurately and effectively promotes your brand.
  5. Measure and analyze the results of your influencer campaign. To determine the effectiveness of your influencer marketing campaign, you need to measure and analyze the results. This can include tracking metrics such as engagement, website & social media traffic, and sales, as well as conducting surveys or focus groups to gather feedback from your target audience. By measuring and analyzing the results of your campaign, you can identify areas for improvement and optimize your future influencer partnerships. For performance related measurement, you can always provide creators with unique discount codes so it's easy to attribute sales back to a given influencer. For more measurement ideas, check out our other post on measuring campaign success.
By carefully selecting the right influencers, establishing clear goals and objectives, and providing them with the necessary resources, brands can maximize the success of their influencer marketing campaigns and drive tangible results for their business. At the end of the day, the name of the game is trust and social media users may be more likely to trust creators who they follow and engage with regularly, compared to traditional forms of advertising that are seen as more impersonal and commercial.
No One Likes To Be Sold
One reason why social media users may trust creators more than regular advertising is because creators often share personal and authentic content that reflects their real lives and experiences. This can make them feel more relatable and trustworthy to their followers, compared to advertisements that are carefully crafted and designed to sell a product or service.
Additionally, social media users often have the ability to interact with creators and engage with their content in real time, which can further increase their trust and credibility. This can include leaving comments, asking questions, or giving feedback, which can create a sense of community and connection between creator and followers.
When it comes to influencer marketing, many brands believe that hiring a single social media influencer with a large following is the best way to promote their products or services. However, this approach can be costly and may not always be the most effective way to achieve a brand's marketing objectives.
Here are some reasons why working with multiple smaller social media creators can be more effective for a brand's marketing objectives:
  1. Reaching a more targeted audience. By working with multiple smaller creators, a brand can reach a more targeted and engaged audience. This is because smaller creators often have a niche following that is interested in their specific content and style, whereas larger influencers may have a more general and less engaged audience. By partnering with multiple smaller creators, a brand can reach a larger number of highly engaged and interested users who are more likely to be interested in their products or services.
  2. Building authenticity and trust. Noticing a theme here? Another advantage of working with multiple smaller creators is that it can help a brand build authenticity and trust with their target audience. This is because smaller creators are often seen as more authentic and relatable than larger influencers, who may be perceived as more commercial and less genuine. By partnering with multiple smaller creators, a brand can leverage their authenticity and trust to promote their products or services in a more credible and believable way.
  3. Maximizing reach and engagement. Working with multiple smaller creators can also help a brand maximize their reach and engagement. This is because smaller creators often have a higher level of engagement with their followers, and are more likely to receive comments, likes, and shares on their content. By partnering with multiple smaller creators, a brand can increase their chances of getting their content seen by a larger number of users, and of generating engagement and interest in their products or services.
In conclusion, while hiring a single social media influencer with a large following may seem like the best approach for a brand's influencer marketing campaign, working with multiple smaller creators can be a more cost effective way to achieve their marketing objectives. By reaching a more targeted audience, building authenticity and trust, and maximizing reach and engagement, brands can foster influencer partnerships and drive tangible results for their business.