Why The Brand-Influencer Relationships Are More Effective In Always-On Campaigns?
Influencers are building a high level of trust among their followers around a brand. These popular profiles keep the brands conversation active through impactful and powerful messages that motivate their communities to believe in recommendations, which help become their large audiences into potential customers.
Sometimes tight budgets make brands reduce their possibilities to remain relevant among their consumers, which negatively impacts the results. Marketing teams are spending money in massive ads without taking into account that the most important aspect is to nourish the relationship between consumers and the product or service offered. Thousands of dollars are allocated in programmatic buying to deliver astronomical numbers of impressions and social media ads are set only to impact as many possible audiences to report big numbers to the CFO. But there is no meaningful interaction between real people and the brand, that is the reason why people are tired of Internet ads, and are migrating to many other networks where they can see relevant and ad-free content such as TikTok.
Day by day people are following content creators who are recommending products from their own experience, which becomes relevant and way more credible than several annoying ads that follow the internet users everywhere they are browsing at. Always-on influencer marketing allows influencers to show their support for the brand they use and love, therefore adding originality and authenticity to the brand’s message.
Another benefit from an Always-On Influencers Marketing campaign can bring to the table is the imminent possibility of strengthening the Long-Term Value that a brand can have with their consumers. It allows influencers to build a network in constant growth of loyal fans around the brand message which is displayed naturally to people who love fresh content produced by influential profiles and that is also enjoyable to watch.
And last but not least, by running an Always-On Influencer strategy it is also possible to increase the brand recall, which is one of the most challenging objectives to be achieved by corporations around the world. The frequency is important when meaningful content is served to specific audiences, it is more important to impact the right niche of people with consistent sponsored content than to spend money in invasive ads attempting to catch someone’s attention out there. The real content, created by real people is relevant and it truly can impact the consumers purchase decision, which makes us consider content creators, connectors, insiders and even celebrities as key allies throughout the entire programme period, because as marketers we know that the influencer’s followers will recall our brand when it really matters, at time of purchase.
In conclusion, the longer an influencer exposes the product or service message, the more likely they are to remain loyal to a brand. They become a reference to their followers and influence their decision making process and more than only talking about the benefits of our products, they are natural ambassadors of the things they really like and use. They love to connect with brands because they enjoy creating content around everything they feel happy with. These content creators are crucial to strengthening the relationship between brands and consumers, which is the result of an already nourished relationship between brands and its principal advocates, their influencers.
As was mentioned above, there are many possibilities for brands by considering Always-On influencer marketing, TikTok is one of the most relevant Social Networks nowadays. Even the music industry is growing up as consequence of the popularity of content that is created by emerging creators. Have you heard about the story behind songs such as “ily (I love you baby)”, and how it went viral?. Get inspired! Listen to this episode of Uncovering the Cover podcast “TikTok the New World Order in the Music Industry” in which you can know more about the power of fun and relevant content and how it gets viral due to its snowball effect that makes this network unique.
