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Brands must examine influencer content to ensure it aligns with company goals.

The author states that influencer marketing is bigger than most marketers believe it is. The last five years have seen it go from USD $5 to a $10 billion industry. Compared to video marketing, influencer marketing requires less investment as influencers are well equipped to edit videos and create content.

Companies must identify influencers that fit their brand. Marketers could examine influencer’s content and ensure that the video quality, tone of voice and presentation aligns with the brand’s goals.

Upon identifying the “perfect” influencer, show appreciation for their work to build a rapport with them. When having an open conversation with an influencer, ask them for insights as they may know more about what could work for the brand.

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[10 minute read]

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