The key shortcomings are mentioned below:
1. Tip of the iceberg mindset.
We typically see brands investing in the top 100 influencers, alienating the primacy of ‘micro and peer level’ influencers.
2. The prevalent model is laboriously slow and recalcitrant when it comes to scaling.
Protracted content creation and prolonged approval cycles that go from content creator to agency, agency to marketing team and then feedback moving slowly back through the same channel goes against every acceptable norm of digital marketing that is built on scale, speed, agility and measurability.
3. The Big Black Box.
The current Influencer Marketing model is not entirely measurable. Reach and frequency are hinged on baseless assumptions. The current Influencer Marketing model is not 100% transparent making attribution a challenge.
4. Cost ineffective.
The current model is costly and is obstinate when it comes to scaling. The rack rates/ fixed fees offered to top influencers cannot be justified.
5. Bi-annual activity at best.
The prevalent model being costly, difficult to scale limits the scope of encouraging 'Always on Influencer Marketing'.
6. Inconsistency in brand messaging.
With each content creator having her/ his own creative manifestation of the brand narrative, managing message consistency becomes challenging.
The persuasion power of peer and micro level influencers is many times that of larger influencers. These individuals have a far greater influence, hold and sway over their community of fans-n-followers than mega influencers.
Define the role of Influencer Marketing in your digital marketing roadmap? Lets look at a few reasons to invest in influencers:
Reach relevant audiences.
Association with a particular influencer and the values ascribed to this influencer for e.g. youthful irreverence, edgy and bold etc.
Innovative content built around your brand or product proposition.
Become a Trending topic.
We believe the two most important reasons to invest in Influencer Marketing are:
Reaching relevant audiences, who might be interested in your product or service.
Let's look at these two attributes:
Marketing in an age of precision targeting is a lot about reaching niche and relevant audiences who have an inclination to appreciate your product or brand proposition. What’s important, is that Influencer Marketing if planned and executed in the right way for the right reasons can help your brand reach these niche audiences.
Engagement is elusive: but that’s the raison d’etre for brands being on social media in the first place. This can more often be achieved off your brand page and on a less formal environ like that of an influencer’s handle. Micro influencer communities have a sense of belonging and tend to engage more.
Picks a campaign of choice and liking.
Uses campaign assets and tweaks messaging a bit to add his/ her unique style.
Is compensated for clicks to a unique URL.
Uploads a brief on a specific campaign on the platform.
Uploads campaign assets.
Pays only cost per click for click throughs to website/ campaign landing page/ unique URL.