You can be bigger if you create together!
Starting from the point at which Influencers and Internet celebrities have gained a significant impact on the consumers decision making due to the messages’ relevance they have among their communities, brands are now in the increasing need to make influencers allies to raise awareness as well as purchase intent.
Companies are understanding that part of the advertising budget has to be designated for content strategy supported by Influencer Marketing and on the other hand, people who enjoy creating and posting content on Social Media are way more astute because they know they can look for collaborations and increase their income by doing what they really love, entertain.
Micro influencers and even Nano influencers are regular people who create content and get a significant increase in the number of followers every time they post on their social channels, they are creating content around their own experience when using a product, they share its reviews and tell people stories full of authenticity, allowing them to get meaningful interactions all over their networks. Popularity of micro and nano influencers is due to the commitment they have with the brands they support, they also gospel the love for a product and interact with their own community of people who have common behaviors and interests. This is the reason why the relationship between corporations and them is being strengthened as time passes by. Once their communities are more valuated and larger, this group of ordinary people with an extraordinary convening power and an incomparable talent for content creation, grow fast and can become top influencers in the near future.
Let’s talk about the above-mentioned “top influencers”. They are content creators and well-known by internet users, they are a new kind of celebrities and are on the top of the rankings in YouTube charts that count the number of video views and subscribers, they have great stats on Instagram due to their high engagement rate and it is only because they are the best social media strategists. They know what is the best way for distributing content, leading traffic to the network they need to catch the audience’s attention because they know their followers are going to respond with meaningful interactions that will make them bigger and stronger every day.
Usually, many companies out there have to weight efforts in order to have a better ROMI. Is it necessary to use a top influencer to communicate a social media contest or is it better to use a micro influencer to achieve goals related to consideration? These goals could be: codes redemption, purchase increasing, registrations and many more in order to be more efficient in terms of conversion among the target audience. For instance, when there is a large-scale communication strategy it is better to impact in a massive way using a top influencer to increase the brand message exposure and reach more people.
No matter what the budget available is, it is all about content. It has to be relevant, impactful and authentic, content is the key. Finally we got to the point in which brands have to let the influencers do what they do best, create. The two parties (Brand and influencers) are necessary in the creation process of an outstanding strategy, on one side the brand with its values, and on the other the influencers with their voice and original touch is where the formula to win is. As marketers we discover how to exhibit a competitive experience for all the consumers who are going to trust more in a brand campaign with the power of a well addressed message in it.
