Without consumer interest, a business ceases to exist, so every dollar spent on attracting customers is a dollar well spent. Marketing for companies used to be a no-brainer: memorable taglines, celebrity endorsements, and Super Bowl championship slots, but as TV viewership has declined and customer As attention waned, advertisers' targets began to change. In today's day and age, social media is the new frontier and businesses are following suit. Investments in the brand increased from $1.7 billion in 2016 to $16.4 billion in 2022. This year, he is predicted to increase by $5 billion, and his favorite influencers are cashing in.
Comedian Tony Baker embodies this trend. With a dynamic brand spanning multiple media and millions of social followers on his media, Baker's organically cultivated following makes him the ideal brand. These days, fellow comedy influencer KevOnStage can be seen in a series of television commercials for Spectrum. This is he one of the many ways influence can lead to lucrative deals. Such partnerships are beneficial for individuals and businesses alike. According to reported influencer marketing trends, 66% of businesses report better revenue from creator content compared to traditional digital advertising. However, the rise of digital marketing has divided audiences.
The possibility of a backlash is clear. Approximately 70% of Gen Z actively avoids or unfollows influencers who promote products. This is a boon for influencers and the brands that benefit from their endorsements. Brand deals have stalled as social media platforms retreat from monetization. Paid collaboration gives online favorites the freedom and flexibility to churn out the content they expect. But for some followers, being taken advantage of feels like exploitation. This tension threatens the credibility and trust that influencers have worked so hard to build. The emergence of the social media marketing environment raises important questions such as: Where do followers land in the equation?
That's the problem Anneliese Campbell is trying to solve. In the relatively novel field of influencer representation, Campbell's is a pioneer. She focuses on influencers of color and has brokered lucrative deals with brands such as NARS Her Cosmetics, Hyatt, L'Oréal, and Pepsi. The founder and CEO of influencer marketing company CFG told ESSENCE: Influencers need to be very intentional about the brands they work with and how those partnerships are realized. ”
ESSENCE tapped Campbell's expertise to glean valuable marketing advice on how influencers can increase engagement, secure brand deals, and engage followers in a way that keeps them engaged.
Beyond Followers: The Value of Authentic Community
“The influencer's relationship with their audience, and how authentic the influencer is in terms of community building, is a key factor in attracting brand partnerships,” Campbell said.
Brands typically target influencers with the right audience, high engagement, values that align with the brand, and proven track records.
Adaptability: A key skill for influencers
While a platform's popularity may fluctuate, influencers can't afford to ignore what's new and trendy. ” of [social media] Space evolves so quickly that you need to be agile and ready to adapt to what's happening in your industry. “Think about how TikTok has affected the way we view Instagram,” Campell said. “Staying up to date with new platforms is essential.”
Providing consistent quality content is equally important for influencers to secure their personal brand and endorsement bag. “Social media consumers are more conscious of their time than ever before. If you don't stand out, people will lose interest.”
Authenticity: Cultivating trust with your brand and community
The key to maintaining the trust of your followers is authenticity. Saying “no” to the wrong partnership is just as important as saying “yes” to the right partnership, she says. If the brand isn't something you really like and believe in, don't promote it. You can't approach what's going to happen from a scarcity mindset. If you are consistent, you will get the right partnership. ”
As influencer marketing evolves, so must the rules of engagement. However, one thing is clear for influencers and brands seeking influencers. That said, maintaining a strong relationship with your followers is paramount. If you don't have an audience to influence, you won't be able to secure a bag that will get your brand's support.
