Driving Impact in an Influencer World Boils Down to Authenticity & Accountability, Per Linqia
With a new type of royalty on full view in our society today, Daniel Schotland, Chief Operating Officer at Linqia, advised #SMWNYC attendees on how to work with them and create effective campaigns.
Influencer marketing has seen a 1500 percent search increase gaining traction as an incredibly impactful marketing method used by brands and companies alike. On Instagram alone, there’s projected to be over 32 million sponsored posts in 2019, and the market is expected to be valued at 10 billion by 2020.
However, the landscape has seen its fair share of battles, no thanks to a number of questionable marketing ploys such as Fyre Festival.
If audiences feel a campaign is inauthentic or unrelatable, it’ll fail. You need accountability and authenticity to drive a business cycle, according to Dan Schotland, Chief Operating Officer at Linqia.
He proceeded to highlight the key issues at play in the influencer industry and how to tackle them.
Choosing an influencer
There are millions of influencers available to partner so it’s important to choose the right one for the brand and product being represented. Micro-influencer’s (10,000 to 250,000 followers) are the best at driving results as their fan base came to them by way of believing and sharing their ideas.
Establishing a structure
Building the right structure with your influencer is critical. Post and pray doesn’t work. It’s all about preparation. You have to align the way you work with an influencer to drive the result you want as well as a mutual incentive. Are you paying them per post or for performance? Schotland noted how at Linqia, they’ve found paid for performance has delivered better results. They’ve ended up with amazing content that has outperformed branded content via paid media and outside influencer.
Test, test, test
Testing various permutations of content against different audiences to find out what resonates is an effective and risk-free way to gauge success before running the actual piece of content. When you take a look at the qualified content and drive through media it can create outstanding results, Schotland underscored.
Identify a content format
Identify what content format works for your audience must be at the forefront of your strategy. Static or moving? Captions play a vital role too. They have to be authentic and engaging in their own right and compliment the image.
The accusation of fraud is terrifying for both marketing and tech companies. To avoid it, Schotland advised attendees to ditch the vanity in reach. “So much of what we buy is based on the currency of reach, but it doesn’t defy or define the result,” he said. He also encouraged to leverage a tech-based partner or provider to vet the right influencers. Third party verification partners, for example, Instascreener work well in validating the authenticity of influencers.
Learn your influencers metrics and identify whether the brand is looking to raise awareness of their product, drive sentiment or move it to a more commercial environment. Undergoing careful analysis like this helps you connect the dots in order to develop a strategy.
Schotland concluded the panel stating, “We have the tools and technologies and now it’s upon all of us to make that happen.”
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