Influencers: the latest thinking

Wavemaker has run an international workshop and Vamp has carried out original research to see what 2020 holds in store.

A s the influencer marketing industry matures, the relationship between brand and creator is evolving. With new opportunities (Instagram’s Branded Content Ads and shoppable posts) and challenges (hidden likes and fake followers) emerging all of the time, the influencer space is changing fast.

A new report aims to discover how marketers are working with influencers in 2020. Influencer marketing platform Vamp (which is partnered in the region with Campaign’s parent company, Motivate Media Group) surveyed 124 marketers to find out how they worked with content creators, what they prioritised and where they had seen success. Within the findings there are some interesting lessons for the wider industry.

BOOST CONTENT PERFORMANCE

The stat: 80 per cent said that influencergenerated assets performed as well – or better – than brand- created assets. Whether it’s better engagement, more swipe-ups or more leads generated, these marketers said that influencer content delivers, even better than content they created themselves. Why? Creators can bring life and personality to brands. They know how to capture attention online and they’re at the forefront of social trends.

The tip: Allow creators to maintain the individuality and personality that allows them to connect so well with audiences. Issuing briefs that demand they change their style and tone will mean the content will stand out as an ad and fail to resonate. Trust they know their audience and trust they can interpret your brand in a meaningful way.

SAVE MARKETING BUDGET

The stat: 41 per cent of marketers have saved budget on content creation by engaging influencers. Proving that not only does their content perform, but it’s actually a more cost- effective solution for brands than traditional agencies.

The tip: Many marketers are now issuing content- only briefs to influencers, using them as a wide network of skilled freelancers. When taking this approach, the way you choose your collaborators will be different. Disregard your usual influencer-campaign considerations. Since you’re only after their content, rather than focusing on reach or engagement, you’re free to choose creators with smaller audiences but who create beautiful, imaginative content.

AMPLIFY ASSETS AS ADS

The stat: It seems the days of letting campaign content live and die on an influencer’s feed are over. 84 per cent of our surveyed marketers are reusing influencer content elsewhere in their marketing channels. Out-of-home advertising, e-commerce sites and in visual merchandising were all on the list, but social ads topped the chart. 60 per cent of marketers had repurposed influencer content to make social ads.

The tip: Brands have seen the most success when they add animation and sound to optimise these assets for ad placements. To make your content work even harder, there are some tried and tested creative elements that can be added. For example, fast-paced edits, which capture attention from the very first frame, Even static images can be transformed into more eye-catching moving images with animated elements. Adding sound is another effective tactic. Then consider the Instagram features that can help drive conversion. Maximise their potential by adding calls to action, the ‘swipe-up’ function or shoppable tags to encourage users to take action the moment inspiration strikes.

Whether you’re already investing in influencer marketing or are yet to try it out, these lessons from the wider industry will help you plan a fool-proof strategy for 2020.