INSTAGRAM VS REALITY - HOW BRANDS CAN WORK WITH INFLUENCERS IN 2019 AND BEYOND
In the wake of the ‘influencer nightmare’ Fyre Festival documentary and the recent clampdown on influencer regulations, there’s a new landscape for marketers to navigate when it comes to influencer partnerships.
And with 65 per cent of brands planning on upping their investment in influencer marketing over this year according to recent research from the World Federation of Advertisers, it’s clear the social bubble needs to be handled more carefully so social endorsement deals continue to deliver both for the influencer and the brand.
Tin Man handles influencer relationships for leading brands such as Thorntons, The Institution of Engineering and Technology, Day2, Pink Parcel, AQUA Carpatica, and tonies®.
So, what are our key insights for marketers looking to maximise their influencer budget this year?
1. INTEGRITY IS KEY
By crafting content that resonates with the influencer’s audience, brands can cut through the noise and win over consumers who are becoming frustrated with product features.
We partnered with influencers to not only promote Pink Parcel among women but also educate and remove the negative stigma around periods.
2. THINK LONG TERM STORIES
Rather than paying influencers for one off posts, work with social stars to shape a strong story with an intricate understanding of how the product or service improves the lives of consumers. This type of content is king and tends to be received more positively amongst your target audience.
Through our work with the IET, we encouraged teens to consider engineering as an exciting career opportunity by creating an engaging video series with influencers to explore the hidden engineering stories behind the scenes of brands they love such as Harry Potter, Chessington World of Adventures and Cadbury.
3. BIGGER ISN’T ALWAYS BETTER
Last year saw the rise of the micro influencer. This year is moving more towards the nano influencer - someone with a few thousand followers in a well-defined sector, allowing brand budgets to stretch further and content to seem more natural.
Our campaign for water brand AQUA Carpatica saw Tin Man working with a series of micro influencers to raise awareness of the health benefits of drinking water that is virtually nitrate free, amongst a targeted and engaged audience.
4. MAKE SURE YOU’RE TRANSPARENT
With the tightened regulations, influencers must be more transparent when being financially rewarded by a brand for collaborations. Consumers will respect the brand honesty and authenticity more, too.
Tin Man has produced content with a series of influencers in a transparent but natural way to raise awareness for the tonies® brand and its product offering.