We have all been exposed to, or have interacted with influencer marketing since it came onto the scene a little over 10 years ago. Essentially, influencer marketing is defined as “the discipline of identifying individuals that influence potential customers and amplify marketing initiatives through their content and connections.”
Throughout the years, the number of brands, campaigns and overall posts have increased exponentially, and it has now evolved into the go-to tactic for brands and agencies to magnify their message and identity. Spending on Influencer Marketing now sits in the billions! And for good reason too, it’s been proven that people prefer to listen to other people – this is the key to success for influencers.
The Evolution of the Influencer
Over time, the traditional influencer concept has evolved dramatically, and the influencer value and market position has shifted from being solely used as a marketing tool, to becoming a fully integrated brand consultant. Brands are turning to influencers to gather valuable insights on their audience, get an early grasp on emerging trends and create relevant messaging that matters to their desired consumer. This puts influencers in a unique position of being creators that can optimise and adapt a brand message to their target audience to enhance the nature of their customer-brand relationship. By incorporating these creative consultants into your brand, you have the tools to accurately tailor your content to their target audience and create relevant campaigns with effective messaging – this allows you to emerge with a unique and fresh take on marketing and brand awareness.
One of the most important and influential tools that these creatives have, is to build an emotional ROI. Influencers emotionalise the customer journey, authentically connecting their audience with a brand, creating a loyal and sentimental relationship.
To numerically assess the worth that influencers bring to the table (specifically engagement rate, ROI or awareness building) platforms such as Q83 have been developed. Q83 is a fully integrated platform that shares and gathers metrics that impact ROI, evaluating the authenticity and value of an influencer’s following. Their audience demographics determine the suitability of an influencer for a brand, and their relevancy to a campaign. Q83 enables brands to deep-dive into the make-up of an influencers audience and generate accurate and numerical reports on a campaign or initiative.
In Two Palms’ experience, influencer relationships have thrived and been most successful when the influencer and brand authentically align. Therefore, choosing an influencer that organically integrates with your brand is the key to building a 360 degree campaign.
To assist you in finding the best influencer for your brand, try using the below “Influencer x Brand” template.
The Influencer Quadrant
The influencer template is built on two axis’: The Audience brand affinity and the message relevance. Brand affinity takes into consideration the audience’s score for your brand, while message relevance measures their reaction to the message. The goal is to find a creator that positions high in message relevance and high brand affinity, as this means that your content naturally and organically places well with their audience.
Each quadrant is home to one influencer profile:
- The Brand Creator
- The Audience Attractor
- The Should-have-fit
- The Missed Target
The Brand Creators are those who are expected to perform well due to the nature of their audience and their organic connection to the brand. The Brand Creators’ branded content will outperform their natural content, as their audience connect with the brand itself and resonate with the message. Their posts appear as content rather than social media ads, which leads to their audience actively seeking out this type of content. These influencers will prove to be a prominent brand asset, as they come across as authentic.
The second quadrant is classified as The Audience Attractor. This segment’s followers have a low brand affinity, however, still react well to the branded message – sometimes even better than the influencer’s organic content. This means that although the influencer’s audience does not naturally resonate with the brand, the influencer manages to intrigue them with the message. Therefore, the Audience Attractor has large potential to convert and add to the brands target market, if not even poach consumers from competitor brands that they were previously loyal too, solely because they trust and follow this influencer.
The Should-Have-Fit group lives in the third quadrant, overlooking those creators that should performed well due to the analysis of their audience, yet underperform in delivering the message. Their posts are not perceived as organic integration to their content and are therefore seen as inauthentic.
And last but not least, The Missed Target group are those influencers that fail to deliver the brand message, as well as create a connection between their audience and brand. Their post are seen as inauthentic and unnatural, almost as a distraction from the influencer’s native content.
For your brand to effectively make use of the influencer quadrant, you first need to identify and segment a number of influencer’s audiences to find out which following aligns with your brand.
Secondly, your campaign and brand message needs to be specific and relevant to your target audience. You will therefore need to analyse the chosen influencer’s content to organically tailor your brand message to their style and persona. Every influencer campaign will land creators in all four segments. The goal is to identity which creators fall into the category of Brand Creator and Audience Attractor: these are the creators that you want to build long term relationships with, to establish a fruitful connection to their loyal audience.
Although this involves quite a lot of trial, error and effort, finding those specific influencers that authentically align and amplify your brand opens up your doors to more effective and emotionally connecting marketing.