The term “influencer” has received a lot of backlash recently, but collaborations with the right person is something brands should consider to boost their content.
Influencers are people who are prominent in the digital world and well-known within the community. This could be television presenters, social media stars, celebrity chefs, authors or top experts in a specific industry. Examples some kiwis may be familiar with are Suzanne Paul and Thin Lizzy, Dan Carter and Chemist Warehouse, or just about any perfume commercial.
Working with influencers can come in any form – podcasts, still images, unboxing videos, product tutorials, event hosts – the list goes on. You’ve just got to make sure that you’re picking the right person to compliment your brand.
EXAMPLES
Influencers have been partnering with big brands for decades for their marketing needs. Take all those perfume and beauty commercials you see everyday with huge celebrities as their brand ambassadors, the likes of Julia Roberts, Keira Knightly, Penelope Cruz, Chris Hemsworth, Charlize Theron – the list goes on. Each brand is utilising the celebrity influence to increase their brand reach – something any company in the world can do, as long as it’s done right.
PICKING AN INFLUENCER
Picking the right person to be associated with your brand can be time consuming, but it really comes down to who you think will complement your offerings. Take the examples above of beauty brands – someone with the look of Chris Hemsworth omits the essence of classiness, strength, male beauty and modernity – all things that Hugo Boss strive to sell as a brand with their exclusive products.
Last year, Tandem worked with Science NZ for the livestream of their annual awards ceremony. After lots of consideration, they selected Dr Michelle Dickinson as their event MC. Even though Michelle was only brought on for this one event, her association may have opened up more channels for people to connect with the event because of her status in the public eye. One simple share of a post on social media could’ve drawn in another few hundred viewers who might not have even known the event was happening (no one mention the Fyre Festival saga).
Another classic example many kiwis will be aware of is All Black representation with health brands. Dan Carter has recently signed up to be a brand ambassador for Chemist Warehouse and in the past we’ve seen Keiran Read’s involvement with Swisse. These brands have taken a well known name and face and integrated them – along with what they represent into their brand, pulling in more followers, viewers, subscribers, and by default potential customers into the mix.
USING INFLUENCERS IN YOUR CONTENT
There are so many different ways brands can experiment with influencer collaboration, but here’s a few ideas to get you started:
You can let your imagination run wild. The only limit to content creation is your mind!
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