Influencer content is any marketing material created or published by an influencer. The content appears organic and feels more candid than a high-quality ad. Its primary purpose is to create a sense of trust and social credibility through digital word-of-mouth.
There are many different forms of influencer content, like unboxing or first impressions. However, the idea is to make it appear to be unscripted and not heavily produced.
Consumers are looking for organic content in a social setting. They do not always react to or engage well with commercial content. The purpose of social media is to be entertained, so typically ads in that style fit that requirement.
Influencer content became popular with the rise of social media platforms like Instagram. However, it took off with TikTok. Raw content about small businesses’ products, services, and behind-the-scenes content received overwhelming support. With TikTok’s popularity, third-party content became a requirement to effectively advertise products and services. Nowadays, social media platforms tend to prefer authentic third-party content because of how shareable it is. It helps build and grow communities.
A brand’s conversion funnel is pushed through influencer content by word-of-mouth from influencers and content creators. Brands can use this content on their own marketing channels or on a paid advertising platform. This content can also be featured on websites and in organic growth methods.
In terms of affordability, influencer content is much more cost-efficient than a standard piece of brand content from a creative agency. A fraction of the time and resources are needed to produce the content, and multiple pieces can be made at once. Low-cost strategies like this one are effective because you need to test and learn what resonates with the audience and drives engagement and response by testing multiple variations.
The best way to get influencer content is to reach out to micro-influencers. Each platform has countless niches, each with a vast number of micro-influencers with their own followings. While it may be tempting to invest in a macro-influencer, it is important to remember your audiences and your KPIs. Macro-influencers may have a large following, but if they promote a product outside their niche, the audience may not respond. Usually, micro-influencers have very close-knit followings of 1,000 to 10,000 people. If you know the right hashtags or content to search for, they can be relatively easy to find.
The process to secure influencers to work with is to reach out to them. Give a brief summary of what you would like to achieve and what type of video you would like to make. Introduce yourself and your brand. Make sure to inform them it’s an ad for your brand. The most important part of the process is to make sure they sign a contract. Be sure to break down payment, dates for deliverables, when the ad will run and any other important information. It is important to include all platforms the content will be on and the length of time it will be there for. Usually, it will be about 12 months, but depending on your brand, the product and the audience, it could be different. In order to avoid a legal battle, it is important to have this information detailed in the contract.
Remember these two key points: do not over-produce a video and do not try to make it “go viral.” Viral content happens naturally and only comes after testing. Make several variations of a video and see what resonates with the audience, then iterate from there.
Influencer content seems to be the future of digital content. It should be an integral part of all digital marketing campaigns in 2022 and beyond.
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