Influencer marketing: A matter of strategy

Since the pandemic, it's been on everyone's lips.

Now estimated at around $24 billion, influencer marketing has become the advertisers' new favorite tactic. Unsurprisingly, you might say. In a world where digital audiences are increasingly fragmented, influencers are one of the few levers that can re-engage them. Influencer marketing helps capture customers' attention better, shape their behaviors more effectively, and build organic relationships between a brand and its community.

But for every brand challenge, there is a specific playbook. That’s where strategy comes into play.

Every influencer campaign has its own parameters, budget, goals, and target. Strategy, like in other advertising channels, creates a customized roadmap to best achieve the client’s objectives.

Because no, simply activating the first influencer you find doesn’t make a good influencer campaign.

DATA: The starting point for an influencer strategy

Everything starts with influencer casting.

The first thing to know about an influencer is data. An influencer has a defined audience size, from tens of thousands to several million followers. An engagement rate: in other words, the proportion of their community likely to interact with their content. Average views and likes... In short, an influencer's audience is quantifiably definable. We know how large it is. But more importantly, we know WHO makes it up and where they are from, country and city. Their average age. Their gender identity.

The role of strategy is to meticulously select creators whose audiences demographically match the audience the advertiser wants to reach. Sure, an influencer with a million followers will reach a large community. However, a majority of that same community may not be representative of the target audience and, therefore, won’t resonate with the messages communicated by the creators. It's often more effective to work with a smaller influencer whose audience matches the brand’s target persona, characteristic by characteristic. It’s common sense.

But don’t get me wrong: that doesn’t mean mega-personalities aren’t relevant. They can be used mainly for broader awareness campaigns.

Once again, it all depends on the campaign's objectives.

The holy grail: Aligning with the creator's editorial line

But it’s not all about numbers.

An influencer's uniqueness and power come from the editorial line they establish on their platforms. This line is shaped by content pillars that stem from the creator's passions and expertise, making them appealing to their audience. It's the content they produce and the themes they explore that captivate and engage their followers.

Comedy sketches, skincare, cinema, gaming, cooking, mixology, arts, travel, photography, home decor, parenting, finance... Influence is a multiverse of profile types, each reflecting a community united by one or more passions. By targeting these niche or ultra-niche influencers, we can reach more specific core audiences, potentially much more aligned with the behaviors of the target persona.

Beyond the profile itself, an influencer strategy considers the profile's formats. Leveraging the creators' existing content, which is already appreciated by their audiences, can open up unique creative avenues. For example, belairdirect, in collaboration with Clark Influence, frequently works with Marianne Plaisance, a DIY artist and photo editing wizard. She creates surreal visuals for the brand, depicting scenarios that the insurer would cover.

Content type and platforms: Each format has a role

Casting is just the tip of the iceberg.

A solid influencer strategy also defines how the message will be communicated. First, it establishes a creative angle for the selected influencers to interpret in their own way. Second, it identifies the platforms and formats through which the key messages will be shared by the creators.

Will we use YouTube, TikTok, or Instagram? If so, what content should we prioritize? Carousels? Reels? What trends are currently popular? Will the influencer mention the brand frequently? Should we add a promo code in the post description?

Like casting, the campaign's mechanics depend on the client’s needs. To reach their target audience, we use the social networks where the audience is most active (for example, a gamer is likelier to be on Twitch than Instagram). Depending on the campaign goals—awareness, consideration, and conversion—we determine the types of content the creators will produce. For instance, if an advertiser wants to grow their Instagram following, we suggest running giveaways.

Ultimately, the success of an influencer campaign depends on the relevance of its strategy. Every detail is crucial to maximizing the campaign's impact and engagement and connecting with the advertiser’s audience. Who will deliver the messages? Where will they be delivered? And through which channels? When well-planned and researched, an influencer strategy ensures that every lever activated contributes to the advertiser’s objectives.

Source : Statista

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If you'd like us to find you the talent capable of embodying your company's image via a turnkey local influencer marketing campaign : contact us! : info@clarkinfluence.com.