Position Your Brand Through the Power of Inﬂuencers
In this age of technology — and more so in the years following COVID-19 — social media has become an integral and irreplaceable part of our modern culture, and with it has come the rise of the social media inﬂuencer. Whether you call it luck or skill, inﬂuencers have found themselves at the helm of an entire online culture, each garnering their own following of devoted fans.
Innis Maggiore, the nation’s leading positioning ad agency, is at the forefront of inﬂuencer marketing, as we recognize the rising power that inﬂuencers have in social media. Inﬂuencer marketing can help your company reach a demographic that might otherwise be indifferent to your company, which makes pairing the right inﬂuencer(s) with the right company or product a necessity.
When it comes down to it, influencer marketing is a new form of an endorsement. The difference is that the endorsement and media platform have merged. This creates an advantage in some respects, but there are sensitivities to navigate that didn't exist in previous generations of paid spokespeople. Innis Maggiore's expertise in influencer marketing can help you navigate these relationships.
Finding the Right Platform is the First Step
Social media inﬂuencers have been around since the earliest days of online interaction, starting off in message boards and branching out into MySpace, YouTube, and FaceBook.
Today, they occupy every single form of social media, exploding in popularity in the past decade. Each platform obviously has its own demographics and audiences, so before you can ﬁnd the right inﬂuencer to match your company or your product, you have to ﬁnd what platform best ﬁts your target audience.
Think about the audience you want to reach: Do you think the podcasting crowd on Spotify or Apple Music would buy into your product through the personalities represented on The Joe Rogan Experience or The Daily? What about the realm of YouTube, with titans such as Jimmy Donaldson, better known as the philanthropistic “MrBeast”? How about the rapidly expanding world of TikTok, with inﬂuencers like Charlie D’amelio having nearly 150 million followers?
All of these platforms have widely varying audiences, so before we can ﬁnd the inﬂuencer who best ﬁts your company’s style, we work to ﬁnd the platform that best ﬁts your brand personality. We achieve this by identifying your position, conﬁrming your brand personality, and then matching your target audience with whichever platform best ﬁts.
Inﬂuencers Aren’t Spokespeople – They’re Representatives of Your Brand
Even if you ﬁnd the right platform and the right inﬂuencer, it can be tricky to reach the right demographics through inﬂuencers while also coming across as authentic and relatable.
The Gen Z demographic, the largest audience that inﬂuencers have, can see inauthenticity from a mile away when it comes to favorite inﬂuencers. Chances are, if you frequent video platforms like YouTube or TikTok, you could think of a handful of companies and products that are joked about due to how often they appear in such a wide array of videos as sponsors, hoping to get anything to stick. If your company or your product doesn’t match an inﬂuencer’s style, then it can come across as fake and hamﬁsted.
Keep in mind that when it comes to inﬂuencer marketing, you’re not looking for a celebrity endorsement. If you just want a celebrity endorsement, then ﬁnd an actor or an athlete, not a social media inﬂuencer. Inﬂuencers have their ﬁngers on the pulse of their audience, constantly interacting with them, updating them, and engaging with them. When they talk, their audience doesn’t just hear them; they listen. That is why we make it a top priority to pair you and your business with the right inﬂuencers.
And Last, but Not Least, Inﬂuencers are Customers Too
As much as you are selling to customers and prospects, the ﬁrst sell is to inﬂuencers.
Authenticity is king, and if an inﬂuencer doesn’t buy into what you’re selling, then they will just end up reading words from a script. If you want an inﬂuencer to passionately market your business and products, you have to ensure they are the equivalent of a brand loyalist.
Just like we work with our clients to establish strong professional relationships, we help our clients build solid relationships with inﬂuencers. The art is in the selection of inﬂuencers, then validating their belief in your brand.