Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 2: Micro-Influencer Outreach
Benefits of Long-term Brand/Influencer Relationships
A long-term relationship allows for a consistent partnership. As an influencer gets to know your brand, they can consistently represent it in a way that aligns with your values and goals. Over time, influencers can gain a deeper understanding of your products, services, or brand ethos. This understanding often translates into more authentic and impactful content. Long-term collaborations can build trust between the influencer and your audience. As the influencer consistently promotes your brand positively, their credibility increases, potentially leading to higher trust among their followers. Long-term relationships may provide cost benefits. Bulk or ongoing deals might lead to discounts or more cost-effective partnerships compared to one-off collaborations. Building a lasting relationship might involve co-creation opportunities. Collaborating on new products, campaigns, or initiatives can leverage both your expertise and the influencer's unique perspective.
Consistency and Reliability
Deeper Understanding
Trust and Credibility
Cost- Efficiency
Co-Creation Opportunities
Audience Engagement and Loyalty
Over time, an influencer’s audience might become familiar with your brand, leading to increased engagement and potential loyalty among their followers.
overall tone reflect the brand’s image? And does the quality of their content align with the brand’s values and aesthetics? • Campaign relevance – How strong is the fit between an influencer candidate and a brand’s campaign requirements? Notice how this is done (top right) using an AI-driven percentage score to measure the degree of brand/influencer fit (e.g., Tribe’s BRANDMATCH AI). • Authenticity – Recently measures of authenticity have been included in influencer profiles. Authentic influencers engage genuinely, responding to comments and fostering conversations rather than just broadcasting content. Various metrics are used to derive this measure such as the impressions to follower ratio (see example to the right). This can further validate that the influencer candidate does not have fake followers. • Platform engagement rate – To what degree is the engagement rate (see right) in line with the average for the selected social media platform (to the right)? Notice below that this rate (per post) differs widely across social media platforms.
Top-funnel Partnering for the Long-Term
Besides AI, one of the most highlighted influencer marketing trends predicted for 2024 is the cultivating of long-term influencer/brand relationships. As demonstrated above, long-term relationships favor one-off campaigns in many ways (e.g., cost, trust, and co- creation opportunities.) Although much of the collaborating applies to the bottom of the funnel (e.g., gifting, product reviews, giveaways and contests, and affiliate marketing links), brands can also leverage long-term relationships for brand awareness (e.g., hosting sponsored content and events). Sponsored events or gatherings are often used to host or attend events sponsored by
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