What influencer marketing can learn from traditional advertising
The world of influencer marketing is still in its infancy, and there are some important lessons to be learned from the advertising models of old, writes Hypetap’s Chris Morfis.
It’s easy to get caught up in the hype of influencer marketing, but losing focus could mean wasted money and time.
We’ve progressed from the days of building out influencer lists based on manual evaluations thanks to an array of technology (AI and algorithm based), but with all these advances it seems influencer selection has lost some of its rigour. We’re increasingly seeing brands seek out cheaper content creators rather than partnering with true influencers.
What about, how to say something distinctive through an idea?
@Zac
Quite often an overarching theme, idea, approach is altogether missed out. Influencers should be briefed like any other creative team working on a brand. They should be creative within the parameters of the brief.
I love that “”Work with Influencers who are posting regularly and getting creative about what they’re sharing. Your brand’s agenda should flow seamlessly into their feed.” – and there are soooo many such Influencers out there. Search for them, follow them for couple of weeks, and if youre still happy with what they post, and the engagement, then and only then hire them.
Chris is a great operator and good to work with b/c he understands this space. Agencies identify talent that can go on to enjoy a more meaningful relationship with a brand – more meaningful than simply working on one initial brief. There is trial and error of course but you can find people to work with long term. The ‘micro-influencer’ thing can be so fleeting and truly inauthentic.
Agreed, Brands *do* need to start thinking about influencer marketing with the same mindset they would traditional advertising. Especially when it comes to audience transparency, reporting and fraud.