The power of influencers as a marketing tool
Posted: Tue Dec 17, 2024 3:51 am
Influencer marketing: the match is the key
The #ikdoenietmeermee campaign by several major influencers, including Famke Louise, has ended in a fiasco. This has shown once again that just buying a round of influencers for your brand can be tricky . In this case, it mainly had to do with the fact that some influencers in question had initially participated in a paid government campaign in which they were going to promote the 1.5 meter distance rule.
In retrospect, this is the textbook example of how not to do it. Something clearly went wrong in influencer matchmaking! A perfect match is crucial in influencer marketing campaigns.
Influencer marketing is becoming increasingly popular. Where a few years ago only large companies used influencer marketing, you now see that it has also become established within SMEs. If we just look at the trends in Google Search, we see an increasing trend compared to, for example, 'social media marketing':
Influencers are followed by people who choose to do so. germany telegram data The followers want to consume the content of these social influencers for personal reasons (inspiration, adoration, recognition). Sometimes this is a celebrity, but other times it is just a 'girl next door' influencer.
Age and areas of interest largely determine which social media channels these will be. The mainstream platform for influencer marketing is Instagram , a true place-to-be , but certainly not the only one. Facebook, YouTube, LinkedIn, Twitter, Pinterest, TikTok and Snapchat are also extremely suitable for influencer marketing. But also consider a very specific channel such as Twitch (livestream social medium for gamers) or an old-school blog article.
Brand equity and influencer marketing
In his book Strategic brand management (affiliate), marketing professor Keller describes within the “Customer Based Brand Equity” model that if you as a marketer succeed in creating more brand value (brand equity), this will manifest itself in benefits such as more sales, a better image and top-of-mind positions. In essence, this is about the simple question that customers ask: what about you and me? Influencers can play an important role in answering this question.
The #ikdoenietmeermee campaign by several major influencers, including Famke Louise, has ended in a fiasco. This has shown once again that just buying a round of influencers for your brand can be tricky . In this case, it mainly had to do with the fact that some influencers in question had initially participated in a paid government campaign in which they were going to promote the 1.5 meter distance rule.
In retrospect, this is the textbook example of how not to do it. Something clearly went wrong in influencer matchmaking! A perfect match is crucial in influencer marketing campaigns.
Influencer marketing is becoming increasingly popular. Where a few years ago only large companies used influencer marketing, you now see that it has also become established within SMEs. If we just look at the trends in Google Search, we see an increasing trend compared to, for example, 'social media marketing':
Influencers are followed by people who choose to do so. germany telegram data The followers want to consume the content of these social influencers for personal reasons (inspiration, adoration, recognition). Sometimes this is a celebrity, but other times it is just a 'girl next door' influencer.
Age and areas of interest largely determine which social media channels these will be. The mainstream platform for influencer marketing is Instagram , a true place-to-be , but certainly not the only one. Facebook, YouTube, LinkedIn, Twitter, Pinterest, TikTok and Snapchat are also extremely suitable for influencer marketing. But also consider a very specific channel such as Twitch (livestream social medium for gamers) or an old-school blog article.
Brand equity and influencer marketing
In his book Strategic brand management (affiliate), marketing professor Keller describes within the “Customer Based Brand Equity” model that if you as a marketer succeed in creating more brand value (brand equity), this will manifest itself in benefits such as more sales, a better image and top-of-mind positions. In essence, this is about the simple question that customers ask: what about you and me? Influencers can play an important role in answering this question.