Influencer Marketing has been around for longer than you’d think.
The digital age has a created “Influencer Marketing,” a new kind of advertising that blends traditional forms of celebrity endorsement with modern social media content marketing. The difference is that it results in a collaborative relationship between a brand and an influencer, or as we prefer to call them, a creator.
Creators, unlike celebrities, can be anyone with a smartphone and a story to tell. These are people who have spent countless hours (usually years) building their personal brand and cultivating a highly-engaged and loyal audience. They share valuable, user-generated content, and because of this, people trust what they promote.
Influencer Marketing is not simply trading a product for an endorsement. Creators have exclusive access to information, they are influential enough to start new trends and this speaks to the extent of their influence. Influencer marketing is most effective when the creator builds upon a sincere connection with a brand and is able to share useful, unique, exclusive or early-access information with his or her fans.
It’s important to note that a brand isn’t guaranteed instant recognition or profit by partnering with an influencer. It’s best to think of influencer marketing as a long-haul game in which a brand demonstrates their authority, leadership, and advocacywith an audience. We tend to see much higher ROI with a longer-term partnership, a seamless integration of the product into the creator’s content, and messaging that sounds like the creators’ own voice.
A brand should align itself with creators who cater to the brand’s specific market and demographic. For example, a hotel chain or a travel agency partnering with a travel blogger is much more organic than a partnership with a gaming YouTuber. This strategy relies on social and content marketing as tools to establish trust, awareness and credibility between a brand, a creator and their audience.
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