Why Brand Marketers Now Need to Influence The Influencers

“There’s no amount of money that could allow a brand complete control of their narrative now,” says James Nord, founder of influencer marketing agency Fohr.

The shift in power from advertiser to consumer has prompted a change in marketers’ strategies. Instead of crafting a story, marketers are now focused on influencing the narrative others tell about their brand.

The Advent of the Social Media Influencer

A social media influencer is a person with significant influence over a group of online followers. These influencers possess the power to shape their followers’ purchasing behavior, perceptions, and beliefs. The degree of influence varies, with some influencers commanding the attention of a few thousand followers while others boast several million.

While the concept of individuals possessing the power to influence masses is not novel, the manifestation of this phenomenon through digital and social technologies is unique to this generation. It has transformed marketing strategies across sectors, from businesses and non-profits to government agencies and churches.

Embracing Influencer Marketing

As influencer marketing continues to evolve, brands are redefining their relationships with influencers. They are investing more time briefing influencers on projects and fostering long-term relationships, hoping to create a stronger affinity for their brands.

“Brands should be going for the traditional, big-budget creative ads with legacy stars, huge names — people who are a product of the monoculture that is disappearing,” Nord added.

Danielle Wiley, founder of influencer marketing agency Sway Group, likens the current trend to the early days of influencer engagement, where brands used to treat influencers like journalists. Today, marketers are seeking a balanced approach, combining product gifting with paid collaborations, creating a symbiotic relationship.

Building Relationships with Influencers

Brands are now going beyond mere product gifting or event invitations. Some brands are hiring influencers as creative directors, while others are involving influencers in the conceptualization and creation of content.

“We are really building relationships between creators and brands,” says Mae Karwowski, CEO and founder of influencer marketing agency Obviously.

Brands that foster genuine relationships with influencers and involve them in the creative process are more likely to influence the influencer’s perception of the brand positively.

Understanding the Impact of Influencer Marketing

Major brands are recognizing the value of employing social media influencers to expand their marketing reach. The influencer marketing industry has grown significantly, reaching a market value of $6.5 billion.

One of the key differentiators of modern influencer marketing is the perceived authenticity and familiarity that influencers can convey to customers. This makes non-celebrity influencers, often known as “micro-influencers” or “nano-influencers”, incredibly compelling due to their authenticity and relatability.

The Power of Authenticity

Consumers can discern when an influencer is promoting a brand without a genuine connection, making it all the more crucial for brands to cultivate authentic relationships with influencers.

“It really is a sweet spot of having an influencer who talked about [the brand] authenticity early on [and partnering with them],” says Randi Matthews, CEO and founder of PR shop Multihyphen Media.

Brands that invest in building authentic relationships with influencers and grant them creative control are more likely to succeed in influencer marketing, according to agency executives.

“The brands influencers tell us they most want to work with are those that allow influencers to let their own storytelling ability shine,” says Lisa Singelyn, VP of Celebrity and Influencer at Platinum Rye Entertainment.

The Potential Pitfalls of Influencer Marketing

While influencer marketing has its benefits, it also presents potential pitfalls. Some influencers may promote products purely for personal gain, leading to a lack of authenticity. There’s also a risk of promoting unhealthy practices or products, which can have detrimental effects on followers.

Embracing A New Approach

Marketers who resist change and insist on retaining absolute control over their brand’s narrative are likely wasting their efforts. A new attitude towards influencer marketing is needed for success in today’s digital landscape.

“Brand managers and marketers who insist on retaining absolute control are ultimately wasting their money,” says Sara Robino, director of influencer marketing at Exponent.

Influencer Marketing as a Force for Good

Despite the potential pitfalls, influencer marketing can be a force for good. By focusing on serving their audience and promoting products or services that genuinely benefit them, influencers can foster positive community engagement and create a platform for ethical consumerism.

Influencer marketing is not just about promoting products or services; it can also be a platform for meaningful conversations and a vehicle for positive change. Whether through promoting sustainable fashion, advocating for environmental causes, or sharing personal faith journeys, influencers can use their platforms to inspire and empower their followers.

In conclusion, the rise of influencer marketing presents both exciting opportunities and significant challenges for brands and influencers alike. By focusing on authenticity, ethical practices, and providing genuine value to followers, influencer marketing can serve as a powerful tool for brands to connect with their audiences in meaningful and impactful ways.

References & Further Reading

• Marketers no longer have total control of their brand narratives. Now they’re spending time influencing influencers
• How agencies are investing in influencers this Super Bowl