Working with influencers, brands receive direct connections with their audiences. This is a great opportunity to connect with an already loyal follower base and have them see your brand in a new light. Often this comes through in the comments, where bloggers can connect with their audience and help build social sentiment.
Finding someone else who knows your area well – and will craft content around it, that is likely to resonate with your audience, can dramatically improve your reach and be additive to your brand.
Like any new medium, there are first-tier effects:
- Capturing cheaper reach (because of less competition).
- Higher quality engagement because of lack of standardization and high loyalty.
- Greater impact because of the aforementioned two variables.
Influencer content campaigns tend to be agile; a lot of the time publishers have really set ways of doing things and as soon as distribution is put in place, they won’t want to mess around with it – but influencer campaigns are flexible that way.
Most often, Bloggers don’t over-engineer their content, they do what it says on the label, which generally comes out in formats such as articles and/or photo galleries. The point is that as a brand, you know what you’ll get and it’s quick and pain-free to make any necessary changes.
In particular influencer marketing has also collided with two other trends, digital-first brands, and direct to consumer – brands that both have grown online first. And the growth of b2b content marketing, now all brands need a voice.