While their importance has been increasingly debated in the media, especially in light of Instagram’s proposed shift to hide ‘Likes’ on their posts, there is still significant value in influencer partnerships if structured correctly.
Instead of a strategy consisting solely of “social celebrity” influencers with huge followings that are often jaded to multiple promotions, brands can continue to find success partnering with niche & micro influencers that help drive awareness within key demographic groups.
Additionally, by leveraging influencers as content partners, instead of just another “billboard” to promote the product, brands can drive an increase in effectiveness across all digital platforms. The social team at Hootsuite tested both professionally animated and live action Instagram Stories, and found that live action videos, such as those created by micro-influencers performed significantly better because they matched the Story
aesthetic people are used to seeing.
The value of an influencer extends beyond the reach into their network, and by understanding and embracing this principle, the brand can increase the ROI on these partnerships as well as drive more meaningful and engaging interactions with consumers.
By teaming up with creators to develop content that can be leveraged across owned digital platforms, as well as targeted through promotion on the influencer’s channel, these brands can increase authenticity and better connect with millennial consumers who are more receptive to brand messaging that’s delivered via a creator that they follow.