Mikka Azores
Influencer marketing strategies to consider for your next campaign
TL;DR Influencer marketing is an important component in your social media strategy amidst declining organic reach. Key tactics include prioritizing authenticity, emphasizing engagement over follower count, leveraging User-Generated Content (UGC) creators, focusing on storytelling, aligning values and content style, and selecting influencers adept at platform-specific content creation.
Social media is one of the most effective ways to reach (and speak) directly to your audience but it’s changing constantly and organic content engagement gets worse all the time. According to this article from Search Engine Land, “Among all industries, the average engagement rate for Facebook, Instagram, and Twitter never goes higher than 0.47% (Instagram). Even still, Instagram took a 30% dip in 2022 compared to 2021…”
Why should brands use influencers if engagement is declining?
Yes, organic reach is worse every year, but social media usage at large isn’t going down. The fact is, social platforms are more crowded than ever.
“In 2024, there are estimated to be 5.17 billion total social media users worldwide.”
You only need to peak through these stats to see why social media isn’t optional for your marketing mix in 2024. But as you can probably also gather here, it’s harder to stand out among a sea of users, and the social platforms aren’t incentivized to boost organic reach — they want your ad dollars.
Enter influencer marketing.
Influencers already have a captive audience. They make content that cuts through the noise. And maybe most importantly, they add a feeling of authenticity to an ad-heavy social landscape.
Influencer marketing campaign strategies
Social media has changed since Facebook came on the scene in 2004. Users are savvy, connected, and weary of what they consider to be “inauthentic”. Especially today with video content, where the dynamics have shifted towards authenticity, it’s crucial for marketers to tailor our creative strategies to the changing tides. Working with influencers can help create authenticity to drive sales and brand familiarity but only if we do it right.
We can ruin some of that influencer magic when we go in too heavy-handed with traditional strategies. Here are strategies we’ve found most helpful for influencer marketing campaigns.
1. Stay “authentic”
The era of polished perfectionism in social media is gone. As video platforms like TikTok and Instagram Reels become more and more prominent in users’ lives, more and more users are seeking genuine, relatable content. This shift is reflected in paid advertising, where traditional, overt advertisements are losing appeal. Today, users crave authenticity, and this is where the role of influencers and UGC creators becomes crucial.
To keep authenticity, make sure your brief to your influencers isn’t too restrictive or scripted. It needs to sound like it’s coming from the influencer. Also, try to show your product used in more organic and natural environments rather than in hyper-posed shots and videos.
To ensure brand safety, partner with the right creator that aligns with your brand values (see strategy 5).
2. Engagement > followers
A substantial follower count can be enticing but the real magic is in an influencer's engagement and the community they've nurtured.
Let’s put this into perspective: a macro-influencer with thousands of followers but a mere 10% engagement rate may only influence 10% of their audience. In contrast, a micro-influencer with 10-30k followers can influence over 80% of their community. Engagement makes the influence.
3. Utilize UGC creators
Then we have User-Generated Content (UGC) creators. Often confused with influencers, UGC creators are completely different. Unlike influencers, UGC creators lack a sizable (if any) following, but they possess the skills to craft compelling content for brands. They deliver compelling content directly to brands and agencies and help them embody authenticity. Their lack of fame fosters a sense of relatability that resonates with audiences seeking genuine experiences.
UGC creators vs influencers
4. Prioritize storytelling
Storytelling is the real skill to prioritize in finding the right influencer for your campaign. An influencer's ability to connect with their audience hinges on their authenticity and their capacity to craft narratives that evoke emotion and seamlessly integrate brand messaging.
It’s not how they demonstrate your brand or product, it’s how they engage the audience. We recommend including lots of information and product/brand context in the brief when you bring on your influencer to give them the foundation they need to build the story.
5. Align values and content style
Before selecting an influencer, consider alignment. Does their content style mesh with your brand story? Do their values resonate with your audience? Authenticity is not just about the influencer, it's about how their narrative and your brand message come together seamlessly. Do some research into this creator and understand how their message overlaps with yours.
6. Pick influencers who understand their platform and content types
While influencers can be guided by brands and agencies, those who possess a deep understanding of content creation stand out better. Do they adapt to the platform's visual style and requirements? Are they aware of the differences between organic and paid? Can they effectively utilize platform-specific features? Are they attuned to current trends? Influencers armed with this knowledge elevate the quality of the content they produce, ensuring it aligns seamlessly with the ever-changing digital landscape.
The world of influencer marketing is evolving, placing authenticity, storytelling, and content mastery at the forefront. By navigating these dynamics, brands can harness the true potential of influencers and UGC creators, creating engaging, authentic content that resonates with their target audience.