Protect Your Brand Voice When Working with Influencers
About 65% of budget for influencer marketing will increase with popularity in the eCommerce, Fashion and Beauty, Gaming, and Travel/Lifestyle brands. These brand deals range from $1,000 to $1,000,000.
That’s a lot of money, so you want to be smart about where you’re putting it.
Influencers Can Help Supplement Brand Voice and Boost Engagement
Growth-minded brands embrace the importance of consumer experience and engagement. They know it’s not just about their products or services – it’s about how well they resonate with the individuals they want to profit from. With this, the pressure has increased on brands to build valuable, authentic relationships with their target audience. The trouble is, many brands have underdeveloped or inconsistent brand voices. A poorly managed brand voice can lead to a general lack of trust due to inauthenticity and decreased audience engagement. Brand voice isn’t just about having a collection of pithy one-liners – it directly contributes to a complex chain of events from conversion all the way through to the bottom line.
According to HubSpot, 48% of marketers working with influencers say audience relationship is the most valuable factor when considering which influencer to collaborate with.
While there are many ways to build an authentic brand voice, influencer marketing seems to come up most often in corporate marketing brainstorm sessions. Selecting the right influencer gives a brand access to a very defined, developed voice and the specific audience that’s eager to hear it.
When all goes well, the brand gets an immediate infusion of authenticity and trust from an expanded, highly targeted audience base.
The Rise of Influencer Fraud
The popularity of influencer marketing has left the industry vulnerable to unscrupulous individuals looking to make a quick buck off of unsuspecting brands. On the surface, it can be difficult for trusting brands to spot fake influencers. They post high-quality images just like real influencers and appear to have large, engaged audiences. However, a deeper look into their following reveals a majority of fake accounts and bots.
Unknowingly paying for exposure that isn’t really there is the most obvious downfall of linking up with fake influencers. But the negative impact to a brand’s reputation can have a lasting destructive impact. Undeveloped brands who seek to build trust, or small businesses with limited resources and experience, will suffer the most severely.
It’s More Common Than You Think
According to Influencer Marketing Hub, 2 out of 3 marketers have personally experienced influencer fraud in the past. And while there is optimism that the fraud detection tools will return confidence back into influencer marketing, it’s wise to be cautious. With every algorithm update to protect from fraud, there’s someone out there quickly devising a way to work around it. The harsh reality we all must face is that this will unlikely change.
Our Three Tips for Safely Promoting Your Brand with Influencer Marketing
The likelihood of coming across a fake influencer is uncomfortably high. Here are three simple tips to get you started in the right direction:
- Never shortcut the research and validation phase of your marketing strategy. Carefully plan the quality, legitimacy, messaging style, and type of influencer you wish to collaborate with.
- Define and closely monitor your campaign KPIs. It’s easy to get romanced by the idea of influencers, but don’t let that distract you from their role in your marketing strategy.
- Diversify your marketing budget throughout the user journey. Investing too heavily in any one channel can leave you vulnerable. Strategize how each of these channels will work together across the user journey and have a contingency plan in place.
Need Help Diversifying?
Whether you’re working with influencers on your own, acting on behalf of an influencer, or need support on the full-funnel ecosystem strategy, brand platform, or enhanced measurement – Marketsmith is here to help you.