How Influencer Marketing Changed the Marketing Ecosystem
As social media gradually invades our lives, it also led to the evolution of influencer marketing. Consumers now tend to look at their peers or favourite social media personalities aka “influencers” to make purchasing decisions.
In this post, we explore how influencers have disrupted the marketing ecosystem and what brands should not be doing to jeopardise their influencer marketing initiatives.
Content & Distribution (A Two-in-One Solution)
Engaging content & effective distribution is the key to any successful influencer marketing campaign.
With influencer marketing, brands can choose the right personalities with the right following to develop high-quality content plus leverage on their followers and fans to gain substantial traction.
Singapore’s social media personalities @youtiao666 are an ideal example of good content creation and distribution. They often create witty content that has captivated and garnered over 69k followers on Instagram!
Their unique content creation is what makes them stand out from other influencers. Instead of just giving reviews of the sponsored products like other influencers, @youtiao666 makes funny comments bout how followers would be uncool or missing out if they do not try out the product. This form of advertising is subtle or possibly risky but it definitely leaves a lasting impression!
Furthermore, with FOMO (Fear of Missing Out) being a thing among millennials in this society, it increases the likelihood of new customers giving the product a try after viewing @youtiao666’s advertisement.
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Rise of Non-Celebrity Influencers
Influencers are also becoming more popular than mainstream celebrities among millennials. Studies have also shown that consumers are more willing to purchase a product endorsed by a non-celebrity blogger than a mainstream celebrity.
Take Michelle Phan for example; she started a series of YouTube videos featuring simple makeup demonstrations and tutorials.
Her followers grew to over 8 million and she managed to build a personal brand that her fans can trust. Given her influence and popularity, L’Oreal even co-branded a cosmetic line with her!
The era of native advertising
As consumers are getting sick of paid advertisements slowing down their web pages, this is where native advertising shines.
Instead of a blatant page take-over or annoying banner ad, native advertising resembles the platform of organic editorial content. However, it is actually sponsored by a brand to promote their product or services.
Influencer Khaw XinLin never fails to incorporate natural advertising into her Instagram feed as she documents her everyday life on social media.
How not to compromise on Content Quality
Even though Influencer marketing is an effective channel, brands often make the mistake of jeopardising the quality of influencer content through rigid business decisions. Here are things a brand should not be doing.
Setting Unrealistic Deadlines
Good content creation requires time. Pressurising an influencer to meet unrealistic deadlines will affect his/her ability and creativity to generate high-quality content.
Trying too hard to push the brand message through
Influencer marketing works best if the brand message is embedded subtly and naturally.
At times, brands may have too many demands or restrictions that might cause the message to become a hard sell. Such practices may make the post less trustworthy and relevant, and compromise on the influencer’s personality.