The Entrepreneurs

Five tips for a killer influencer marketing strategy in 2019

  • Written by Analise Trotter
Analise Trotter, head of advocacy at Hoozu


Analise Trotter, head of advocacy at Hoozu


Influencer marketing isn’t as simple as choosing an influencer with a hefty following to post an ad for you. There are a multitude of key shifts in 2019 that brands should be factoring into their influencer marketing strategies now.

The broad market shifts informing these trends include rising consumer expectations around authenticity, an increase in influencers making it even harder to reach proposed target markets, and a shift towards the need for solid evidence of ROI. 

 

Below is a list of effective strategies that can help you stay on top of these key trends:

 

  1. Influencers are people too 

By now, it’s pretty clear that brands need to identify an influencer that ‘fits’ their image and has an appropriate audience. 

Basic advertising and marketing principles dictate that a brand needs to have consistency across all of its messaging, imagery, stunts, and so on. These same principles apply to choosing the right influencers. 

For true market penetration in the influencer marketing space, brands need to shake up the way they see influencers.  For the best chance of success, brands need to stop being purely transactional with influencers and start building genuine relationships with them. 

Ensuring there is a synchronicity between the influencer, their brand and the target audience is key and will often drive the most genuine engagement and return on investment. 

Of course, the irony with using influencers is that paying an influencer to post an ad for a brand is everything but genuine. Therefore, it is important to be mindful that influencer marketing is actually a partnership and when working together, both reputations are on the line. 

 

  1. Video is the new black

Now and then, popular culture gives rise to trends and they stick - so much so - that they are still iconic generations later. The 20s had smoking and flapper dresses, the 60s had the flare pants and tie-dye, the 80s had the boombox, and the 90s had the blackberry. 

In today’s digital climate, the legacy that millennials and Gen Zs have left is the ubiquitous use of social media. In addition, this demographic has really propelled an unprecedented amount of user-generated content full of memes, videos, and live streaming of stories. 

Considering 90% of Generation Z and 83% of millennials are spending at least two to three hours a day watching videos on their smartphones, for brands to successfully penetrate this market, they need to capitalise on the use of video in their marketing strategies.  Creating fun video content and memes that can be easily shared resonates well with this generation more than any other form of media. 

 

  1. Authenticity is key 

The most successful influencers have a highly captivated audience. Why? Because their followers feel that they are real people sharing insights about real products and experiences and believe their content to be authentic. 

As millennials and Gen Z’s are digital natives to social media and advertising across these platforms, they are also more switched on when it comes to recognising when they are being overtly marketed to. 

According to a study by Deloitte, 72% of millennials use social media as a good way to stay connected to news and topics that are important to them. While 65% of millennials said that they are happy to receive targeted content if it aligns with their interests. 

Therefore, businesses wanting to engage an influencer to market to this demographic need to be mindful about content that’s not consistent with the influencer’s audience and brand. 

Instead of looking to influencer marketing as another means to merely sell your product, brands need to change their thinking to view their relationship with influencers as adding that critical “human element” to their marketing approach.

The best way to make your interactions with influencers less transactional and more relationship focused is to help them understand the brand and why its image, character, values, and positioning is the way that it is. 

It may be the case that choosing an influencer with a large following may not be the right strategy and changing tack to work with micro influencers who genuinely share mutual interests with your brand might be more fruitful in the long run. 

 

  1. Data is King 

Influencer marketing has long struggled to measure up in the world of traditional marketing strategies. Traditional marketers question whether it can yield actual commercial results. 

The reality is – it can. The best example of this is Aussie based company, Hi-Smile. Founders Nik Mirkovic and Alex Tomic’s started Hi-Smile with $20,000 of their own savings and through the use of influencer marketing, grew the company into a $40M business with over 100,000 customers across the globe in three years. 

Measuring ROI and using data to track the success of a campaign is important, not just because you can say with authority that investing the marketing budget into the influencer space was a wise move, but so you can optimise your campaigns.

Influencer marketing is still relatively new and there’s a huge potential to lead the market. 

 

  1. Talking to Gen Z

Gen Z’s are expected to account for about 40 percent of all consumers by 2020

In fact, 80% of purchases made by this generation have been influenced by social media. The channels making the biggest impact are: Instagram (44%), Snapchat (21%) and YouTube (32%). Social media influences everything from purchasing decisions and lifestyle choices to political perspectives.

After almost a decade of focusing on millennials and Gen Y, brands that haven’t started factoring Gen Z into their strategies are shooting themselves in the foot.

Given Gen Z’s have an attention span of about 8 seconds, capturing their attention requires authentic and engaging content that they can contribute to, interact with, or be a part of. They want to feel like they are part of an actual community attached to authentic causes

 

As technology continues to advance, the way we use technology to market to consumers will also need to evolve. While the digital landscape brings with it, what can feel like unrelenting challenges, what is exciting about it is the numerous opportunities for brands to tap into a highly engaged audience if marketed to correctly.


.

How to Trade Stock Indices with CFDs

Traders who want to learn to make a profit have multiple options, many of which include taking large positions in just one or two stocks. In order to avert that...

The 5 Key Medical Marketing You Need to …

Today’s medical practice must navigate a constantly evolving world of business that only partially focuses on the medicine itself. This is particularly true when it comes to attracting and retaining...

Study reveals winning tweet formula used…

Celebrity tweets that paint a picture of the high life for fans are more likely to be shared than facts, introspection or angry outbursts, new study reveals.   With social media influencer...

Bringing Your Business to an Internation…

Throughout the world, there are millions of different businesses that vary in size from local mom-and-pop stores, to global international enterprises. When opening a business, most proprietors tend to focus...

America Travel Trips for Foreigners

Heading to USA? Are you prepared for the trip? If you think packing your bags, booking pricey tickets and getting Esta USA Visa is all the preparation you need, then...

Cryptocurrency Trading vs. Stock Trading

The goal of any professional trader is to diversify his investments in order to spread the risk across a bigger number of asset classes. As new industries emerge, so do...

Hair loss and your career

It’s no secret that men dread the thought of hair loss, and going bald can have a devastating effect on a man’s confidence and if we’re honest, his dating prospects...

Invisalign: The Beginnings

Invisalign technology is well-known the world over as offering people with misaligned teeth – especially adults who did not have orthodontic treatment in childhood, for whatever reason – a way...

Hot Desks - The New Deal For Start-up Bu…

Today more than at any time entrepreneurs can take advantage of the numerous opportunities for business in Australia. With many of its major cities transforming themselves into international business centres...

Online Pokies for Real Money

Australian gamblers go absolutely crazy for the online pokies and there goes without saying they make up the better part of casino, be it online or brick-and-mortar. The slot machines...

Looking back at the content marketing tr…

The world of content marketing has continued to grow year on year, and 2018 was no exception. Full of tantalising new ways to engage with audiences, the field has create...

Moving house in Perth Western Australia

When it comes to your family home, a house move consists of moving your personal belongings from one house to another. This type of move can be very stressful if...

How Your Enterprise Ecommerce Platform C…

As ecommerce stores become more popular, choosing the right platform can determine whether or not your business will stand out among a host of competitors. In order to properly capitalize...

Quick Guide to CFD Trading

Investing your money had never been tough, considering the low interests we are witnessing at a global scale. Bank deposits are far from being considered an investment generating return since...

Should You Join the DIY Home Improvement…

DIY home improvement has been gaining popularity for the last few years. This is partly because of the readily available information needed to be able to get the job done...

Top movies for any entrepreneur looking …

Sometimes life is said to imitate art and sometimes it is the other way around. Either way, there is an inevitable connection between our business and leisure activities, and never...

ANZ helps small business owners thrive w…

ANZ has teamed with some of Australia’s leading entrepreneurs to launch a podcast series to help those starting or growing their small business. Collab Zone Radio is part...

Five tips for a killer influencer market…

Analise Trotter, head of advocacy at Hoozu Influencer marketing isn’t as simple as choosing an influencer with a hefty following to post an ad for you. There are a multitude of...

2019 HCF Catalyst accelerator program pa…

HCF Chief Executive Officer Sheena Jack HCF driving entrepreneurs to deliver innovative health solutions 2019 HCF Catalyst accelerator program participants announced   HCF, Australia’s largest not-for-profit health fund has today announced the up-and-coming health...

iGoDirect’s Pat Dalton named as a Victor…

Pioneer of data driven behavioural marketing Named Victorian Telstra Business Woman Finalist iGoDirect’s Pat Dalton has been named as a Victorian state finalist in the 2019 Telstra Business Women Awards. For this...

New online platform, Alifery is leading …

New platform for the legal profession   New online platform, Alifery is leading the legal profession into the future by connecting ASX listed companies, private businesses and law firms with highly...

A ForexCT Review: The Best in the Busine…

The Forex market can be a complicated and complex market, which many average Australians know nothing about. Forex is an abbreviation for foreign exchange and describes trading in the foreign...

OurProperty.com.au Brisbane based propte…

AGENCY LEVEL FRAUD WILL BE ABOLISHED WITH GAME-CHANGING SYSTEM FOR DIRECT PAYMENT OF RENTS FROM THE TENANT TO THE LANDLORD OurProperty.com.au, a Brisbane based proptech start-up will be...

4 Ways To Extend The Shelflife Of Your E…

E-cigarettes are typically powered by batteries that are used to power up the vaporising system. But sometimes they fail to perform up to expectations. Ever notice that your e-cigarette batteries...