What Is Influencer Marketing?
Influencer marketing leverages a partnership with an existing social media or industry personality who has cultivated followers in a relevant niche. This person’s reputation enables him or her to endorse your product, support your brand, or cooperate in content marketing initiatives that remain authentic and impactful.
Why Is Influencer Marketing Effective?
Influencer marketing is effective because of the nature of the relationship the audience already has with the influencer. Audiences are naturally skeptical of all communications that come from brands. However, they have already learned to know, like, and trust a particular influencer, whose opinions carry substantially more weight.
How Is Influencer Marketing Different in 2021?
Influencer marketing is just as effective now as ever. However, it is evolving in two crucial ways:
1.Influencers Are More Sophisticated
Modern influencers spend more time with data, evaluating ways to improve their audience relationships and generate better content. And today’s influencers are often more selective in the projects they choose.
2.Audiences Are Less Trusting
A B2B audience is much less likely than a B2C one to respond to your content with a “SILENCE, BRAND” meme. Nonetheless, people are very wary of transactional influencers.
Campaigns must add genuine value right away.
Tips for Influencer Marketing in 2021
1.Know Your Audience Even Better Than Your Influencer Does
A B2B firm should not give away the reins of its campaigns to an influencer. On the contrary, go into the initial conversation with strong data and an existing content portfolio – making it clear that you bring plenty of insight.
2.Align Your Campaign With Your Audience’s Preferences
Influencer marketing runs the gamut from affiliate marketing and coupons to contests, giveaways, and user-generated content. No matter what you choose, make sure it fits in with your audience’s brand expectations.
3.Get the Most From Short-Form Video
Short-form video – five minutes or less, often two minutes or less – is an incredibly powerful influencer tool. These videos are much more likely to get “likes,” comments, and subscribes than plain text or longer videos.
AIMG has developed best practices in marketing for industrial companies so you can make optimal use of your influencer relationships. To learn more or get started, contact us.