Why every brand needs an ‘Influencer’ Collaboration Strategy

Do you still spend much time watching TV as you used to a decade ago? We didn’t think so. I bet you’re always online – even at work. You spend most of your ‘online time’ consuming On-Demand and ‘User-Generated Content’ (UGC). UGC is curated by social media users. And there are different categories, which we’d expand on in further blog posts.

But this article would be focused on Influencers – people who are passionate about particular topics and have invested time to build relevance with their social/editorial/content followers – usually a significant number.

In the world of social media, influencers have louder voices and reach either much broader or much more niche audiences than other social users. They are a whole new team of online stars, born from blogs, vlogs and social media, and it’s these individuals that the public now pays attention to. The fact that anyone could be an influencer is what makes this opportunity so important!

“Influencer” is such a mainstream buzzword nowadays. It’s generally used in reference to people with significant networks, including followers and readers, who can speak to a broad range of products and services with the ability to sway opinions in their favor. It all depends on the relationship the brand has built with that influencer.”

Two decades ago, celebrities have traditionally been tapped by marketers to enhance marketing efforts, but social media has given rise to a new generation of ‘celebrities’ with significant influence across several topics or areas of interest.

Brands and Companies looking to strengthen their social presence and build consumer trust often find themselves turning to this group of online ‘elites’ for brand advocacy. These social media power users have the ability to strengthen brands’ reputations through well-executed word-of-mouth campaigns.
The relationship between the brand and the influencer is mutually beneficial: as the influencer endorses the brand’s credibility, the influencer’s stock rises because of its affiliation with the brand, and most importantly, if there’s a natural fit between brand/influencer, audiences are more likely to engage with promotional content and drive strategic calls-to- action.

It’s no secret that this has now become a vital brand strategy for building credibility and boosting sales. An influencer’s followers are loyal, relevant, and most importantly, ENGAGED. They feel a personal connection with the people they follow, which sometimes can’t easily be replicated by brands, mostly because there’s so much ‘marketing’ content out there.

From tips on how to identify the right influencers, to integrating them into an existing marketing strategy and everything in between, InfluencerWave guides brands and companies to effective and sales-boosting influencer marketing.


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