Influencer Marketing:
how ethics and content creation are changing the game
In the world of digital marketing, social media still reigns supreme. It’s 2023, we know this. But it’s undergoing a shift. Yes, your brand's Instagram account is still relevant and important, but more important is influencer marketing, where collaboration with like-minded influencers who share your core values is crucial to capture your target audience.
So why influencer marketing?
First, it is important to understand what influencer marketing really is. In short, influencer marketing is a mutually beneficial relationship between a brand and an influential person on a social media platform.
Who are influencers? Influencers disguise themselves in various different ways. They present themselves as average people, moms, students, and your friendly neighborhood barista. They aren’t necessarily A-list celebrities, they are relatable humans who have genuine connections with their audience. People consciously choose to follow influencers they genuinely care about and want to hear from.
There are different types of influencers, and most are classified based on their follower count. Nano, micro, mid-tier and mega - there’s a range for each brand and budget.
Influencer marketing goes beyond promoting products like FitTea and gummy bears promising you a new head full of luscious locks - it is highly intentional, and it really works.
There’s money here. In 2022, the influencer market value in the United States was valued at a record $16.4 billion. Marketers are prioritizing influencers in their budgets, and they don’t plan on slowing down any time soon. Reports say that most marketers plan on maintaining or increasing their budgets for influencer marketing in the coming years. According to Influencer Marketing Hub, influencer marketing spend is set to hit $21 billion by the end of 2023.
Gen Z is hooked. For Gen Z, influencer marketing is a way of life. According to a study, 33% of Gen Z-ers reported purchasing something recommended by an influencer in the last three months.
It’s not all black-and-white. Collaborations between brands and influencers can look very different depending on the case. Sometimes, compensation comes in the form of a straight up paycheck, while other times the influencer can be paid through free product and gifts.
According to Statista, Instagram is still the leading platform for influencer marketing, and it is predicted to remain there until at least 2025.
Finding the right fit
When selecting an influencer to work with, you must ensure they truly matches your brand's ethics. The most authentic relationships between brands and creators are ones where both parties truly believe in each other.
Before you can find an influencer who matches your values, it is important to have a clear definition of what your brand's values truly are. What principles and ethical beliefs are the most important to you? Most importantly, how will this resonae with your audience?
Speaking of your audience, it is crucial to research and understand your target audience. What do they believe in? What ethical standards are they expecting from potential partnerships you might have? What is something they may consider a deal breaker when it comes to influencers?
Equipped with this information, you can narrow down your search for the perfect influencer. Review their content, look at their relationship with their followers, their comment sections, the hashtags they follow, the language they use and compare it with your vision for your brand. An influencer whose values align with your own is guaranteed to be a better partner and have a better relationship with your audience than someone with a different view on important issues.
The power of content creation
Having an influencer who aligns with your ethics posting about your brand is one of the most powerful things you can do on social media today. The rise in popularity of content creation has created a new world of authenticity and connection on the internet, and it is one of the best ways to truly reach your audience.
Most influencers have built relationships and trust with their followers. The general public is looking for genuine, relatable content and recommendations, so when their favorite influencer posts about a new product, it is likely they will agree. In other words, it’s a modern form of word of mouth marketing.
Content creation has also put an emphasis on storytelling, and there are a multitude of formats in which the same message can be conveyed. Maybe through a podcast, or an Instagram story, a TikTok or a good old fashioned Tweet. The diversity in platforms and storytelling methods today allow for unique content fit for your audience and brand.
It is a creative, diverse and authentic form of marketing. It has never been easier to reach smaller niche audiences or specific groups of people. Have you used influencer marketing in your social media plan? If so, what did you find successful or unsuccessful?
If you’re looking for a partner to help you launch your influencer marketing, you’ve come to the right place. Contact us today and see how we can harness the power of influencer marketing.