While the recent boom in influencer culture has curated a whole new sphere of marketing across all generations, influencer outreach is now a necessary strategy. The result of meaningful influencer partnerships can bring impactful results for case studies that unlock award-wins and define brands as leaders.
The Power of Authentic Connections
The rise in social media use across all industries has brought on an unprecedented accessibility to market influence. Platforms such as TikTok and Instagram have cultivated viral trends that show the latest in products, services, and experiences. Many niche communities form around influencers who showcase particular lifestyles that their audiences relate to and feel a part of, fostering trust and building loyalty among followers.
Emerging tactics and technology have created an age of instant exposure. That means influencers are able to personally interact using features like live streams, giveaway challenges, embedded product linking and in-platform specific shopping capabilities.
Influencers that Fit the Brand
Follower count and engagement rate are a few of the key metrics that brands should analyze along with key buzzwords to keep tabs on trending conversations. While creators with large followings are often seen as the obvious choices for collaboration, smaller creators can have some of the most loyal followings with higher engagement and resulting ROI.
Brand trips, PR giveaways, exclusive discount codes, pop-ups, storefront offerings, among other experiential marketing tactics have flooded the influencer marketing scene. When thoughtfully executed, influencer partnerships not only expand reach but can also lead to campaigns that receive notable recognition across the marketing industry.
Live Influencer Impact
From our own experience partnering with influencers at KMG, we’ve formed relationships that led to long lasting relationships with not only the influencer, but the community they represent. Broward Center for the Performing Arts, a South Florida-based theatre company, tapped into the local market of social media personalities to resonate with the community on a deeper level with KMG’s help.
We coordinated season-long influencer social collaborations with performance themed activations that generated buzz surrounding their Lion King show run. Incorporating exclusive photo opportunities and show sneak-peaks cultivated engagement through high-impact social shares that reached hundreds of thousands across social audiences. The abundance of hyper-local coverage brought together the greater Broward theatre community. It not only garnered excitement surrounding The Lion King performances, but built greater brand visibility for the Broward Center as a whole for future productions throughout their production venues.
Campaigns that Influence and Win
No matter brand or company size, sharing key messaging on platforms where audiences already spend their time can introduce worthwhile social initiatives. And real change is social.
Inclusive influencer strategies can lead to campaigns that are acclaimed for their cultural relevance and impact. The world should recognize under-represented causes, and if the story is told, they will.
Final Thoughts
For brands that have embraced it, influencer marketing has not only increased positive reputation, but has powered campaigns that go on to be nationally acclaimed and remembered. When considering how to raise the bar on traditional publicity, it’s useful to remember how a unique perspective, like that of an influencer, plays a big role in creating a strong campaign. Influencers can be the difference between disposable announcements and award winning work.