Once a niche marketing strategy, teaming up with social media stars may be the only way for brands to truly get ahead now.
Influencing has become big business for creators, and companies are noticing. Traditionally, brands collaborate with influencers on one-off sponsored product placements. But increasingly, they're integrating these creators into their core marketing strategies and teams. In some cases, they're even
As social media commands more and more attention, she says, not only does it provide new channels for revenue, but it also enables businesses to precisely hit their ideal customers."Influencer marketing allows brands to convey their message to a target demographic while hand-picking ambassadors who resonate with their ethos," says Gorbould.
That's why the rise of"micro" influencers, with follower counts between 10,000 and 100,000 and"mid-tier" influencers, with followings up to a half-million, have become valuable levers for driving revenue. Not only are these content creators more financially accessible to hire, but She adds,"the human aspect of an influencer is what takes them over the edge", which can make them exceptionally effective marketing conduits.The point of these partnerships, of course, is to come out the other side with a measurable profit.
Off the back of their influencer partnership, UK-based Trigwell Cosmetics sold out 2,500 limited edition powder puffs in a few hours There's a little serendipity and finesse to this approach, he adds – but when done well, influencing can be"a beautiful art form, and especially in marketing where it feels very organic and it feels very cultural-led".Social media influencer marketing isn't infallible, however, especially at this nascent stage. In the same way a billboard or television advert can ruffle feathers, or even backfire, there's risk in taking on content partnerships, too.
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