4 ways top influencer marketing is changing the marketing landscape

4 ways top influencer marketing is changing the marketing landscape

Daily our social feed is comprised of posts telling us how to eat healthily, take care of our skin, or even have better relationships. When we make our purchasing, decisions based on such kind referrals or word-of-mouth advertising, we inevitably become a part of the influencer marketing phenomenon. The audience of successful influencers, ones who possess knowledge and experience in their respective field receive something of value along the way. We are the product of a top influencer marketing strategy.

It is very crucial for brands to understand the underlying idea of influencer marketing. Gone are the days of TV commercials that comprise actors endorsing a brand. It is now a period for influencer marketing which is based on key individuals who create content that sparks conversation and a desire to purchase. Consumers today seek recommendations from people, rather than endorsements on TV commercials.

4 ways top influencer marketing is changing the marketing landscape
Source: Expect Best

These are some of the ways influencers are changing the marketing landscape

Budget increase for top influencer marketing

The popularity of influencer marketing has increased, which has led to agencies spending more money on it. With studies showing the Year by Year increase in Influencer marketing revenue, marketing agencies will be spending more money on platforms and social media boosts.

What has caused the increased budget? It’s because influencer marketing is working. People have seen that it works, so they are spending more money on it. The increased media attention and case studies will cause budgets to rise.

The beauty industry is an example of the success of top influencer marketing strategies and the increase in budgets.

Pamela Drudi is one of the biggest beauty influencers in Brazil

Influencers all across the world are impacting the beauty and skincare community through different social media platforms. They are attracting equal and, in several cases, more consumers for a product than any celebrities. Influencer marketing has a huge impact on consumer spending in beauty brands because influencers don’t feel like superstars. They are more like best friends to users. If my best friend uses a product, I need to try it as well. That is always the feel-good vibe for these followers. This trend has helped the Brazilian beauty and personal care market grow up to $22.4B in 2020 (despite the pandemic).

Creative marketing for top influencer marketing campaigns

People are now asking for more creative marketing from influencers. Influencers can’t just copy and paste a caption into their Instagram posts. They need to write original content that is related to their sponsor posts. This helps users to determine the difference between a sponsored post and a post about something the influencer is passionate about.

Brands and marketing agencies need to be careful about the words they use in their caption copy. They also need to be careful about the videos and photos they use. There is a big demand for original video content that integrates the influencer’s personality. For example, Instagram Stories have created a demand for unique posts and content.

Brazil has brought us top influencer marketing campaigns. With such young and cheeky creators, this is not a surprise. Brands love to work with Brazilian influencers and the campaigns they can do together are the best. Here are some of the campaigns we love from Brazil.

Source: David Geib

Search for authenticity

The key to successful influencer marketing is creating content that is authentic. This has led to an increase in authenticity. One way to capture authenticity in its form is to create a behind-the-scenes film. This type of visual content can help you connect with your audience and build trust with them.

Having a strong brand allows for a top influencer marketing campaign. This is good for both the people associated with the brand and the influencers.

Source: Pixabay

A talent manager for an influencer’s company is the person that connects the best influencers with brands that will help them grow and have visions and values compatible with his.

The process is not simple. It starts with identifying the best influencers and the ones that are performing at a better level, sorting the best opportunities for them, and helping them decide which ones will help them grow, develop their skills and help them to achieve their goals.

Paid advertisement with top influencer marketing

You now need to use paid media to promote influencer marketing campaigns. This is when a brand and an influencer work together to create a post.

Native advertisements are any ads or promotions endemic to the network itself. Options range from text and photo module ads, all the way up to a user’s “news feed” advertising directly by native advertisers using this more engaging medium as opposed to just standard web advertising on other sites with less interactivity.

The reason paid media is becoming more popular is because of how news feed algorithms work. When brands try to get organic engagement, there’s a risk that their posts won’t be seen by many people. Paid media allows brands to have more control over how people see their posts, which can lead to increased engagement and sales. Additionally, influencers find it harder to have an impact without paid media.

Bold Creators Club can help you reach your goals

To have a successful Instagram account, you need to put in the time and effort. You can’t just set up your account and expect people to start clicking on your links. You need an engaged audience that is interested in your brand. This is why running Instagram ads is still a good idea – it will help you build up a following and figure out what engages your target customers best.

Dealing with social media influencers is not always easy. Actually, most of the time, companies and influencers can’t communicate clearly, as there is a lack of a cultural, linguistic, and social bridge that connects both.

When it comes to Latin influencers, this communication barrier is even bigger. Not only because a lot of people in countries like Brazil or Colombia don’t English, but also because these countries are highly multicultural, with cities with completely different styles, slang, and social and cultural movements within the country. 

In the case of Brazil, this aspect is so strong that there are even completely different cultures within the same city, in big metropolises like São Paulo or Rio de Janeiro. 

It is really hard to keep up with the constant changes in pop culture and in the internet world, so contacting an agency whose job is to always be updated about what the influencers are doing, how is the stability in the country, and more important information for your company, is the best strategy.