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Congratulations, you made it to Friday! And that brings us to our second installment of our latest blog series, Thank Goodness It’s Influencer Marketing Friday (TGIIMF).
You’re probably wondering what video content, Forbes, and the Oscars have in common. Well, these topics all made headlines in influencer marketing. While you were busy being a marketing genius this week, here is what happened in influencer marketing:
“What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.” - Jim Stengel
Already an industry leader in the publishing space, Forbes is now paving the way by using influencer marketing as a competitive advantage when taking a new product to market. Forbes has launched BrandVoice Premium, which allows advertisers to gain access to influencers and build relationships with them on behalf of the brand. Rather than paying influencers outright, Forbes will connect marketers with industry experts. This is a huge play against the “pay-to-play” influencer marketing model. While paying influencers for their time or craft is not wrong, when an influencer's only motivation to support a brand is monetary it often comes off as inauthentic. To avoid influencers talking about your brand in an inauthentic way, focus on getting to know them and building a relationship with them.
The average person consumes 27 minutes of digital video each day, a reasonable increase from 13 minutes in 2012. Marketers are beginning to adapt to this trend by shifting to producing more video content than ever before. Influencers can help brands with this change. Brands can partner with influencers who already have large audiences on live streaming apps or Youtube. By leveraging the influencer’s video production skills and well-established online community, marketers can enter the playing field without transforming their marketing department into a movie production warehouse. Video can give your brand a competitive edge, especially when you integrate an influencer strategy.
Since publishing his groundbreaking book “Return on Influence” in 2011, Mark Schaefer has set the precedent for influencer marketing. He set fire to the influencer marketing match that has since caused the influencer marketing practice to explode. Mark’s best advice on influencer engagement? “It boils down to this -- Don’t pitch people. Befriend them.” By befriending your influencers and adding value to them, you’ll create a mutually beneficial relationship that will last longer than any seasonal influencer campaign. For more influencer tips and tricks from Mark check out these eight practical applications of influencer marketing.
In case you missed it, the Oscars were last Sunday. How are the Oscars related to digital marketing you might ask? To pull off a red carpet look-- or a winning digital strategy-- many factors have to work together. The dress is your quality content, accessories are your SEO, and your date is, you guessed it, an influencer. Learn how these factors complement each other to pull off a winning look.
Social Media Week took over New York City last week. This global conference brings marketing, media, and technology professionals together to discuss ways social media technology is changing the world around us. This specific panel, featuring Pierre-Loic, Traackr’s CEO, covered major shifts away from traditional advertising as we have known it in the past.That’s all for this week but make sure to check back every Friday for the latest happenings in influencer marketing! What was your favorite takeaway from this week’s influencer marketing news? Let’s talk about it in the comments below.