Article written by Shirley Curtat-Cadet for emarketing.fr. Link to the article: https: //bit.ly/2ZNVsTC
Influence : My friends, my loves... My troubles !
Influencer marketing: a term that joins the Mercator®'s list of sacrosanct marketing activations. And it pleases 94% of marketers who consider it to be effective. A global market estimated at $20 billion in 2020. Which has grown by 1,500% in the space of 3 years. It is therefore understandable that brands easily jump on this flourishing field. The latter, having attractive promises, a sometimes dazzling ROI (11 times higher than traditional advertising). Even to the point of creating a veritable mercantile traffic jam, to the point of losing one's mind.
But work remains to be done to turn this recommendation tool into a high value-added marketing activation. This will reinforce the values of a brand, already existing in its DNA. The health and social crisis that we are going through has only highlighted the expectations of brands that were already pointed out by consumers: the quest for meaning, trust, authenticity and commitment!
4 key points that were damaged during the lockdown and that will have allowed influencers to regain their sense of values and their creative power in a single goal To entertain and inform their communities; to be true allies in their daily lives; as equals. Because it is clear that the emotional attachment that a community can have towards its referent influencer is an objective sought by all brands. In this context, how can brands find their place in this very close relationship?
"One shot, I think of you, two shots, I don't forget you, three shots, I am in love with you!"
It is clear that many brands use influence as a "one-shot" tool to complete an already completed marketing strategy. Without "thinking" influence as a major strategic branding tool. It becomes a simple tool for spreading an advertising message. However, as in any marketing action, it is necessary to think as much about the content as the container! Only 6% of influence partnership requests concern co-creation. While 73% concern product placement and 30% concern the sharing of promotional codes.
These figures show that the involvement of the influencer in the brand campaign is low. While he only asks to create, to innovate and to associate himself with the brand to tell a story that resembles him. And that he feels close to. Building a long-lasting partnership is precisely what is needed to integrate the brand into this emotional tripartite dynamic.
"To our everyday heroes
This lack of strategic vision can be explained by the presence of fake influencers and the fear of brands not to control their image through their publications. A mutual trust must therefore be established while targeting influencers who share the same values as the brand.
The influencer must be seen and considered as a companion and a revealer of trusted brands and not as a preacher. Just like a consumer, a collaborator or any human being. The more they are involved in the project from the beginning, the more they will express their talent and qualities that make them special! And isn't the power of differentiation the most important marketing issue?
[1] Hivency Sources - 2020.
