How can companies optimize their impressions on social media? One effective way is through major social media influencers. These influencers have large followings and are interesting personalities. These can be harnessed in order to promote products and brands.
Tom from Social Media Examiner has four tips and tricks as to how to use influencers correctly; however, the most important tip is to ‘carefully vet prospective B2B influencers for fit and niche fluency’ (https://www.socialmediaexaminer.com/how-to-use-influencer-marketing-to-amplify-your-message/). This is an important tip as, for example, it would be silly to use a vegan vlogger to try and promote Hillman Meat Company.
It’s also important to be careful when sponsoring a controversial influencer as the brand may be negatively impacted when the influencer does an oopsie. Some examples include PewDiePie (Felix Kjellberg) and Logan Paul.
So, is this the end all be all of social media marketing?
Well, no. Social media influencers are simply a part to a whole strategy and should not be overvalued and as I stated in a previous post: don’t put all of your marketing eggs in one basket. Adams from Marketing Dive thinks that it’s ‘started to raise speculations that it’s overvalued or a bubble set to burst’ (https://www.marketingdive.com/news/infographic-7-major-influencer-marketing-touchstones/511340/).
This should be kept in mind when creating a marketing strategy as there may be more fruitful avenues to pursue in order to optimize marketing dollars. Using influencers should support the positioning, not be the end all be all.
It’s also important that the promotion follows the current guidelines, and if possible, to inject some of the personality of the influencer into the ad. This will attract the attention of the viewers and entertain them making them more influenced by the ad.
What do y’all think? Do you agree? How do you guys think brands can avoid being negatively impacted when an influencer they sponsor does an oopsie or becomes associated with a disaster?
Please feel free to like the post and contribute to the thoughtful discussion below!
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