With the increasing spread of digital media, more and more customers are consuming advertising on various digital platforms. It has become important for executives to understand the specifics of these ads and the way in which customers will perceive them.
As the lines between content and advertising continue to blur, customers need to be able to distinguish when something is being advertised in order to influence their opinion or behavior for immediate or potential commercial gain. This is called influencer marketing in business terminology. The real win for brands is to do influencer marketing in such a way that customers see the advertising messages, understand their commercial intent, and still allow themselves to be influenced by those messages to ultimately take a buying step.
Influencer marketing can captivate myriad digital media channels, which include, but are not limited to:
- Internet (advertising games, sponsored games, branded content, advertising messages, paid links, teasers, paid links, gamification, teasers, viral advertising, augmented reality, native advertising, influencers and connected devices, etc.)
- On-Demand via platforms such as Near Video On Demand, Subscription Video On Demand, Near Movie On Demand, Pay Per View, Transactional Video On Demand, etc.)
- Mobile devices, communication content, mobile broadcast, apps, blogs, etc.
- NSTV (non-standard television)
- DDHE (Digital Delivery Home Entertainment)
- DVB (digital terrestrial television)
Influencer Marketing harnesses the power of influencers to expand the reach of certain campaigns and accelerate brands’ conversion goals. An influencer is someone who has access to an audience and has the power to influence their buying decisions or opinions about a product, service, brand, or experience. An influencer is usually an authoritative person in terms of knowledge, position or relationship with his target audience. He / she can intervene in an editorial context or in collaboration with a brand to publish content.
The following tips can help digital marketers maximize their influencer marketing efforts across multiple digital media channels:
- Add disclosure label
The average customer should be able to differentiate between advertising and user-generated content. To prevent this confusion from occurring, a disclosure must be added from a list of approved labels. Only permitted disclosure labels may be added from the list of permitted labels.
This will allow brands to use their creative forms of advertising; however, will also inform customers that the communication is an advertisement.
Examples of such ads include promoting a business or brand on influencers’ social media channels, or promoting paid music in a video.
- The disclosure label should be upfront and appropriate for all potential devices
The disclosure label used to highlight advertising content needs to be in the foreground and customers need to be able to see it without clicking Show More. The label must be eye-catching and suitable for all device platforms. The language displayed must be English or should be translated according to the preferences of the target audience.
- Avoid exaggeration
Be honest – don’t overwhelm what you can deliver as it can damage your brand equity. For example, avoid using filters on goods like hair shine, teeth whitener, etc.
- Provide testimonials or data to support your claims
The influencer must conduct their due diligence on any technical or performance claims they make, such as the statement made in the ad is scientifically proven.
- Let it be documented for you
For the brands, it is recommended that the contractual agreement between the advertiser and the influencer contain clauses on disclosure, the use of filters and due diligence.
According to a study by HubSpot, 80% of marketers say influencer marketing is effective, and 89% say it works as well (if not better) than other marketing channels. The top three goals for brands using influencer marketing to drive their business include brand awareness (85%), reaching new audiences (71%), and generating sales and conversions (64%).
When properly strategized, influencer marketing helps brands build trust with target audiences, increase brand awareness, enrich their content strategy, and build successful partnerships with their target audiences by providing them with amazing added value.
The most tangible benefit of influencer marketing, when used strategically, is higher volume of sales leads as people trust influencers for their positive word of mouth and pay. Applying the specific strategies above will help you grow your influencer marketing campaigns.
In the comments section, let us know what you think of the tips above or if you have any new ideas.