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The Influencer Influence

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The Influencer Influence
By refine+focus • Issue #21 • View online
Brands are increasingly looking for new ways to communicate with their customers and tell their authentic story. Influencer marketing is an effective way to reach customers in an authentic and rewarding way.
By understanding how influencer marketing is changing in response to the pandemic, you can consider if influencer marketing could be right for your business. 

Fewer in the field
Brands are now spending less on marketing and advertising, and those working with influencers are moving towards long-term collaborations rather than one-off partnerships. 
Via Creative Commons
Via Creative Commons
Combined with renewed user awareness of authentic versus paid posts, traditional influencer revenue streams in the form of brand promotions are dwindling and influencers are pivoting their content
From TV to tablet
With production crews and studios shuttered, brands are abandoning TV ads in favor of more cost-efficient influencer-led ads. Further, influencers are skilled at producing a range of  high-quality creative content that can reach more channels. 
ROIs reign
The pandemic has accelerated a shift in brand goals for influencer marketing, with businesses increasingly prioritizing sales over awareness. 
Via Visme.com
Via Visme.com
When assessing whether influencer marketing is a good fit for your brand, it’s important to look beyond the current rise in social media usage and influencer engagement to seek influencers who can demonstrate their value with tangible evidence of ROIs.
Authentic over aspirational
Just as consumers are now seeking authentic branding, they are also seeking authentic influencers with something to say, not just something to sell. In response, influencers are moving away from aspirational messaging in favor of purpose-driven and meaningful content that reflects their values.
Via Quartz.com
Via Quartz.com
Brands looking to invest in influencer marketing should seek influencers with authentic messaging that connects with their community and aligns with the brand’s values. 
A new crop of creators
The term “influencer” is giving way to “creator,” thanks in large part to TikTok’s meteoric rise to popular usage. The app has everyday users becoming global icons and creating content that garners engagement and drives trends, reflecting a larger shift in influencer culture
Via Hootsuite.com
Via Hootsuite.com
Real people now have the opportunity to occupy influencer-like positions, and brands are thinking creatively about who can be an influencer
For instance, Zyper, a marketing platform that allows fans to produce promotional content for their favorite brands in return for rewards, has seen greater interest from brands since the crisis began.
Via Zyper.com
Via Zyper.com
P.S.
Want to learn more about influencer marketing? Considering adding influencers to your marketing mix? We’d love to help – reach out at hello@refineandfocus.com.
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