We’re all wanting our marketing budget to reach just that bit further at the moment, and this means finding the right techniques to bring in the best results. Influencer marketing is changing in the wake of the crisis, so much so that a lot of brands have been left wondering what people really want from influencers and brands. Recently on our podcast, Marketing on Purpose, we sat down with Nas Daily, one of the most successful content creators who rose to prominence creating one minute videos.
Nas is an expert when it comes to creating content that people want to watch, grossing 20M across his socials. In the world of influencer marketing, this can be hard to come by. He shared with us some of the crucial details about the future of influencer marketing.
Allow the data to drive your content
Working with influencers on a campaign means you need to be able to track everything. While one piece of content may encapsulate everything you want as a brand, if your audience isn’t loving it, then it’s not worth doing again. Nas adds that even in his own content, repackaging his series on COVID-19 caused it to skyrocket, whereas previously it was not performing. “I took the same series and repackaged it, and now the same content is performing ten times better…It’s so important to be data driven.” This might sound simple, but many brands stick to their own vision, without seeing what their audience is wanting to see from them.
In these tumultuous times, it’s even more important to track your social analytics to see what your audience is responding to. While we can’t become obsessive about the numbers, we have to make sure our content is guided by what the user wants to see.
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Now is the time to build your brand
The world is now moving towards more and more influencer marketing. “In the future there won’t be one CNN, there will be a thousand CNNs…media will be equally distributed around the world,” Nas says. You may have thought we already have enough influencers, but there are more to come. During these downtimes, get ahead of the curve by looking at how your brand can leverage influencer marketing.
In crisis mode, influencers are carefully tailoring their messages to ensure a certain sensitivity. It’s true that we all feel on edge as our daily life has changed so drastically, but the truth is that audiences on every social platform are also craving content. Users save relevant posts for a later date, connect with their favourite creators for a supportive community, and share content with their friends. As a brand, this is a prime time to be connected to your audience in preparation for the time when the world is in the new normal. Relating to your audience and communities through influencer marketing in a genuine and purposeful way is a sure fire way to keep your business moving in these times.
Choose exposure over revenue
When judging which platform to focus on, it might be surprising that revenue from the platform should be the last thing on your mind. There has been debate lately whether Youtube, Facebook or Instagram is better for influencer deals, and this answer really depends on your campaign goals. One thing we can all agree on is that exposure is a valuable thing.
“How I judge a platform is not how much money can I make from it, it’s how many eyeballs will it give me?”
Nas shared his reasoning, “How I judge a platform is not how much money can I make from it, it’s how many eyeballs will it give me?” Exposure is king when it comes to choosing your platform and corresponding influencer. Thinking in terms of exposure means focusing on the platform that will give you the most engaged communities. That way your content will be shared around your niche, bringing more business to your brand.
The future of influencer marketing is a world in which content creators are the driving force behind consumer behavior.
Imagine a world where consumers are ignoring traditional advertising, but flocking to purchase products recommended by their favourite influencer. Social media has the possibility for niche, highly engaged communities to exist. As a brand, you can tap into this network to make sure that your brand is top-of-mind in the coming year. The world has changed because of COVID-19, and as a result companies must adapt.