The influencer industry is blossoming
There is no denying the influencer industry is lucrative. Over the past few years there has been a huge increase in influencer marketing due to the popularity of short video formats. With a large percentage of marketers considering Instagram as an integral part of any campaign, it’s no wonder there is such a worthwhile source of leads.
To delve more into the world of influencer marketing, we attended the Influencer 360 event hosted by PR Week in Brighton. A range of informative topics were covered, with insightful presentations and panel discussions. Issues arising from the pandemic were raised alongside the common challenges around diversity and identification. There was also a huge emphasis on building long-lasting relationships with influencers and brands. This is something we pride ourselves on at Little Red Rooster, because only by working with people and personalities over a period of time do you start to build a level of trust that is so important in this space.
Psychological approach to influencer marketing
Influencer 360 at the PR Week summit in Brighton
One of the most interesting points taken from the event was the power of a psychological approach. Across Instagram, there are always posts that stand out more than others. Alan Gray from influencer analysts Tailify, who was presenting at Influencer 360, demonstrated how eye contact is one of the most powerful ways to cut through.
He went on to explain that when a person is looking at the viewer, it instantly commands more attention, thus changing how we process information – it’s something former Prime Minister David Cameron and former Deputy Prime Minister Nick Clegg absolutely nailed during live TV election debates on their rise to power, but away from politics it can increase the propensity to buy a product.
Another fascinating point is the left-sided bias. A study in 2019 focused on the top 25 influencers on Instagram and the most recent pictures that showed their left side received more likes. In terms of campaigns with influencers this means more engagement and likes.
Influencer diversity
Diversity is crucial in an influencer campaign
A strong and hugely influential topic at the event was diversity in influencer marketing. Often, social media tends to focus on refined and polished images of individuals. This is something that needs to significantly change. It’s a common instance where most messages and concepts being communicated are filled with unrealistic expectations.
The importance of influencer diversity is crucial, and it’s advised that clients make diversity an integral part of campaign planning. This shouldn’t be because it’s the politically correct thing to do, but because representation tells a more powerful brand story.
New and innovative influencer platforms
Newer platforms such as TikTok have been taking over, making it fundamental many move with the times and use it. With growing user numbers, TikTok has changed the way influencers approach creation, making it useful to brands seeking new and inspirational content that speaks to younger generations.
The Metaverse could also be a groundbreaking and innovative new platform in the coming years, if the hype is to be believed. Billed as a network of 3D virtual worlds derived from social connections, it’s set to provide a unique internet experience involving the latest technologies, including augmented reality and virtual reality, enabling a brand to connect with audiences in immersive new ways. Whether it takes off remains to be seen.
Long-term relationships with influencers
Campaigns benefit from long-lasting relationships
A brand’s partnership with influencers can set them apart from their competitors. In the same way that influencers will build long-term relationships with their followers, this will be the same as with brands, and agencies like ours play a pivotal role in this by successfully navigating the industry and aggregating these relationships.
If a brand is seeking engagement, long-term partnerships can provide positive results over a period of time by connecting themselves to the creator’s audiences, increasing exposure and recognition that should result in greater consumer sentiment and conversion.
The insight in this post can help you improve your influencer campaigns, but if you prefer you could always pick up the phone or drop us an email and ask Little Red Rooster to help… if that influences your decision.
