One of the biggest misconceptions of influencer marketing that using an influencer is just like buying an ad. Pierre-Loic Assayag, is the founder and CEO of Traackr, and he knows there is much more to it than that.
“When social commerce is front and center for so many, where a lot of decisions around purchase are taking place online, the notion of being able to not just create that initial spike of awareness, but being able to get people to influence their audience It gives you an ability to move down the funnel towards nano influencers.”
As influencers continue to rise in popularity and the authenticity of the products they’re promoting becomes more and more important, aligning brand and promoter is at the forefront of best practices when it comes to influencer marketing. On this episode of Marketing Trends, Pierre-Loic discusses why aligning your brand with the proper influencer can pay huge dividends. Plus he explains why there is a good chance you’re not using influencer marketing to the most of its potential.
- Flavor of the Week: Don’t limit yourself to large-scale influencers. Instead, when you’re identifying influencers that work for you, make sure their values and brand align with what the company stands for. Just because an influencer has hundreds of thousands of followers doesn’t mean those followers align with your brand. An influencer with less followers could have a greater impact on pushing your product because their followers resonate more with your brand.
- Building Loyalty: When aligning with influencers, don’t think about the immediate purchases that could occur. Instead, think of influencers as a way to build lifelong advocates for the brand. Data suggests that when influencers and brands align on values and products, consumers are less sensitive to overall pricing.
- Not Like Your Other Channels: In order for influencer marketing to work, you can’t treat it like every other channel. When you stop thinking of influencer marketing as a new channel, you stop thinking about the complexity and richness of the practice. Take the time to learn about the influencers you are investing with and don’t overthink the content.
- Key Quotes:
“The pace of adoption of influencer marketing has been a function of the industry that you’re in. If you’re an industry that is driven by a younger audience where cord cutting has been more the norm than the anomaly, then you tend to move to social media faster than others. As a result, influencer marketing is faster than other industries, but it’s also a function of companies and the type of leadership that they are able to demonstrate when the world is changing around you.”
“Social marketing has become the core tenant of a marketing strategy. As a result it’s really accelerated digital transformation and influencer marketing in the process.”
“The humanization of brands has become a must for consumers. We’ve seen it in a way that it cannot be overstated in the U S, but it’s happened elsewhere with other topics — topics of social justice, topics of racism, topics of being environmentally friendly, socially conscious, et cetera. All these things have come to the forefront that people have reacted in such strong ways toward brands that they are supporting their causes and things that they fundamentally believe in.”
“When you’re trying to move further down the marketing funnel toward consideration, toward purchase, different cohorts of influencers may not have as big of a reach, but they actually have much more of an influence on their audience. When social commerce is front and center for so many, where a lot of decisions around purchase are taking place online, the notion of being able to not just create that initial spike of awareness, but being able to get people to influence their audience It gives you an ability to move down the funnel towards nano influencers.”
“There’s enough data that has come in that demonstrates that beyond generating the next purchase on behalf of the brand, what they are building is lifelong advocates for the brand. If you live and breathe a brand, and you agree with something really important to you and that the brand stands for, the data shows that there is less sensitivity on pricing, and there’s much more loyalty towards the brand.”
“The main misconception of influencer marketing is to treat it like, like another media channel.”
Pierre-Loic is the CEO and co-founder of Traackr, the leading people discovery engine and a transformative force for brands and integrated marketing agencies in the post-mass media era. A veteran of the web industry, Pierre-Loic has deep expertise in advertising and marketing innovation. In the 90s, he became Peugeot-Citroen’s first Director of New Media heading up an international portfolio of information technology projects. Pierre-Loic went on to join the frontlines of the Internet economy with a vision to disrupt how we create and consume media.
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