What Bernie Sanders and Charli D & # 39; Amelio can teach you about influencer marketing

17, 2021

6 min read

Opinions expressed by Entrepreneur Contributors are their own.

Some things in life always stay classic – for example the look of a classic Mercedes. In the marketing world, however, the whole game has changed with the advent of social media. The day you pay to get your product on the front page of a newspaper is no more. The point now is to have enough creativity in time to stop the thumb of someone flipping their social feed. If you haven't gotten into influencer marketing yet, some people may think you fell off the ground.

What you say may stay the same, but now the point is where you say it

Brands have always looked for famous people with social influence to promote their products. That's not new. Celebrities go back to the beginning of the advertising age.

But look at how people actually spend their time in today's world. Especially in the past year when people all over the world spent time consuming media on a daily basis. People don't drive on highways where they see billboards, walk past print ads in cities, or pass flyers that are hung up in the city as they used to be. People don't even see ads on live TV anymore. They watch Netflix on demand instead of cable. Smartphones and high-tech in-home devices have made mobile immediacy king. Nobody is waiting to see what's in the mail, except maybe a paycheck, and even those have gone digital.

Enter social media.

Connected: Here's why brands are failing influencer campaigns (and what to focus on in 2021).

The bottom line is that influencers are very important

Whether they choose Instagram, Twitter TikTok, or some other social platform, users have postponed their conversations online. On these platforms, people – including the Kim Kardashians of the world – are visible in real time. And because that's where the people are now, using traditional marketing like print or television advertising is basically like screaming into space.

Basically, effective marketing is simply about getting the best bang for your buck. So here's a pop quiz: If you can spend less than $ 3 to reach 1,000 people on social media – where people are actually engaging with your brand – or $ 28 to reach 1,000 people on radio television achieve what is the better deal?

build up trust

Good advertising isn't just about money. It's also about knowing your audience's behavior. And right now, people are putting emphasis on traditional forms of advertising. For example, you are "this" when you see News Network X and you are "that" when you see News Network Y, for example. In many cases, brands do not want to take sides or be so labeled. You just want to market a Group of people.

Social media doesn't have this problem. If you market there, the publishers won't immediately colorize your activities. They are only using the reach of everyday users of the platform like everyone else. Except that the voice of these influential customers might actually be able to change the buying behavior of their followers. Doesn't that sound a lot easier than repositioning your brand to suit the demographics and expectations of a particular publication?

Trust is a key component in business. Trust comes with security, and when both are exhausted, sales follow. This is the great benefit that social media influencers offer. As followers of these influential voices, we already have an innate trust in them and what they post. Trust enough to give them the time of day to read what they at least post on our social feeds! By using influencer votes, brands don't just seem to be paying to put products in front of consumers' faces – they allow the creator to create content about the product that can be related.

For example, consider the photo of Bernie Sanders that went viral during the President's inauguration in 2021. The whole reason it became such a meme was because it seemed to capture emotions we'd all felt before. This type of relativity powered memes far and wide and reached a huge audience. Now imagine if Meme is influencer content that includes your product – you get trust and reach, two for the price of one.

The value of impartial authenticity

Remember, influencers aren't just out to make money, either. They have a style all of their own and have earned their following by working hard to create original content that is relevant to their niche and demographic. They're not going to give all of this up for a deal that goes by and waves a paycheck in their faces.

Most influencers want to partner with brands whose beliefs rightly align with theirs. That way, they can stay true to their essence and stand up for what they think is important and they won't deceive their followers. Influencers have rejected or walked away from brands, sometimes in the middle of business when they didn't like the way the brand behaves morally, ethically, or socially.

A good example of a successful brand-influencer pairing is the collaboration between Dunkin Donuts and TikTok star Charli D & # 39; Amelio. D & # 39; Amelio made no secret of her love for the chain's coffee. She had given Dunkin well over 100 million free impressions just because she had her products in her videos, just because she liked them. That is why the brand teamed up with her in September 2020 and created a brand new drink, the “Charli”. With people seeing the relationship as real, the day after it launched, the company saw daily app downloads increase 57 percent and all cold brew coffee sales increased 45 percent. The partnership has won millions of eyes, including many new ones for the brand, and none of them felt compelled to do so.

The perfect brand and influencer relationships are the ones that feel organic and make sense in the marketplace. If your brand represents certain social movements, employ an influencer who is just as positive about your brand. When choosing the drawing board and influencers for your next social media campaign, think, "Would it feel natural if I saw it on my own feed?"

Connected: Do you come across as authentic?

It's time to find your own social media influencers

People have gone online saying goodbye to most of the old school marketing techniques. They want transparency and Not want to waste their time. This makes social media marketing a smart move. Influencers know their way around this popular space. You are ready to share your message. The only question is, are you?

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