Industry leaders at the forefront of marketing innovation gathered at the last Portada Live event in New York City (and virtually) to discuss the future of influencer marketing. In the “Marketing in 2024: Focus on Brand Growth Opportunities'' panel, Moises Leiferman, senior marketer at Perfetti Van Melle, Nicola Heckles from Diageo, and Wilson Santiago Soler from Rocket Mortgage discussed the impact of influencer marketing on and shared insights into the evolving role of influencers. Influencers in brand strategy.
In the early 2000s, the rise of social networks such as Instagram, YouTube, and Snapchat enabled the emergence of influencers who found ways to monetize their followers through corporate partnerships. During this period, influencers began to grow in popularity and brands also began collaborating with influencers to promote their products and services. Collaborations were usually simple and centered around sponsored posts.
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As social media has grown, so has the cultural penetration of influencers, who have become prominent figures with loyal audiences and led to the professionalization of the industry. Brands started investing more in collaboration with influencers, and influencers started diversifying their platforms and content types. Today, influencer marketing has become an integral part of many digital marketing strategies. Understanding the effectiveness of influencer marketing is important for evaluating the impact of influencer marketing campaigns and optimizing future efforts. Influencers have evolved from mere product spokespeople to content creators who have a huge influence on their followers' purchasing decisions. (However, marketers like Match.com's Julia Estacolchic told Portada that conversion rates from her influencer marketing are declining.)
“Today, people trust influencers more than 100-year-old companies.”
Brands are increasingly seeking long-term collaborations with influencers to build more authentic relationships with their audiences. Given this situation, a natural question is how can an influencer measure the effectiveness of her marketing campaigns?
What is the best way to evaluate influencer marketing effectiveness?
Last September, several prominent marketing experts gathered in New York City for a Portada Live event to discuss the current state and future of marketing. In the panel “Marketing in 2024: Focus on Brand Growth Opportunities,” he said: Moises Leiferman, Perfetti Van Melle Omni Channel Senior Managerasked this question to two of the most qualified voices in influencer marketing.
Leiferman asked.In the brand marketer community, we often hear people say, “Let's do an influencer campaign as a blanket solution.” What is the best way to evaluate influencer effectiveness? What KPIs are used to evaluate influencer efficiency? Is engagement a driver of purchase intent?”
The effectiveness of influencer marketing: 'Sometimes it's more art than science'
Nicola Heckles, Vice President of Global Marketing, Diageo, answered Leiferman's question as follows: “Yes, 100%, I believe that influencers are part of your total mix. It's a good part of the mix. Having a megaphone to convey your brand message is very important. / It only works when influencers and brands share common values and missions. It can quickly have an exponential impact. There are many ways to measure influencer marketing. It may be more art than science in some cases, but that’s okay because you can feel it.”
talks about her belief that influencer marketing is an important part of an overall marketing strategy, and the importance of aligning values and mission between influencers and brands for effective collaboration. I emphasized.
“Yes, 100%, I believe influencers are part of the overall construct. It's a good part of the mix. Having a megaphone to convey your brand message is very important.”
“It’s not just about creativity.”
Emphasizing that people today trust influencers more than 100-year-old companies, Wilson Santiago Soler, Rocket Mortgage Senior Multicultural Campaigns Manager, added that creativity alone in campaigns is not enough. It also requires proper influencer support and a holistic approach in strategy.
“For our last campaign, called 'Only with Rocket'/'Solo con Rocket,' we worked with three influencers for Hispanic, African American, and general audiences. We looked for relevant influencers. It's not just creative. You need proper support and a 360-degree approach to influencers. Today, people trust companies that have been around for over 100 years as influencers. People trust them. It's part of a changing world.”
“We need proper influencer support and a 360-degree approach.”
video: Check out the latest edition of the Portada Live conference. The “Marketing in 2024: Spotlighting Opportunities for Brand Growth” session begins at 32:09 to discuss the effectiveness of influencer marketing campaigns.
Are you interested in the effectiveness of influencer marketing? Also Read: Influencer Platforms: TikTok, IG, the Leader in Paid Collaboration and the Explosion of Paid UGC.
