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How Can a Brand's Social Media Team Benefit From Influencer Marketing

Social media can be a tough sphere to break into as an emerging brand or startup, hence why teams are often delegated with the responsibility of managing a company's various online pages. You may fulfil the checklist for a strong social media presence and still find your company's online activity not to have taken off the way you expected. Devising strategies, creating solid content, and sparking engagement are all key to flourishing online but without the proper impetus, you may face several hurdles and find your progress impeded.

Historically, the most lasting ideas and beliefs have always started with just one person; it might be easy nowadays to underestimate the power of one but sometimes that's all it takes. With the advent of influencer marketing, the process of kicking off your campaign and securing that base from which your following grows has become greatly expedited. In influencer marketing, there is an element of sincerity and authenticity which makes audiences more attentive to the content they are presented with. Unlike conventional marketing, which is largely forced upon reluctant viewers, people freely choose the influencers they want to follow and look up to depending on how closely they match their taste and style. This makes them more liable to share influencer content as opposed to something they saw or heard absent-mindedly.

Influencers by their nature are well-experienced in creating engaging content - that is what got them to where they are after all. They know exactly what resonates with their audience and what makes them tick.

But again, what distinguishes influencer-generated content?
  • It brings great results: According to a survey done by Linqia, 57% of the respondents have shown that influencer-generated content performs better than brand-generated content.

  • It's cheap: Conventional media outlets charge exorbitant fees for their advertising slots due to their wide reach though, by overwhelming majority, their audiences are naturally disinclined to pay any attention to their adverts as a result of being bombarded with them.

  • It's diverse: There is a wide range of influencers with different styles, tastes, moods, and audiences, making brands more likely to find ones that are a precise fit for their campaigns.

  • It's measurable: Social media insights have made it so easy to monitor progress and measure ROI.

  • It targets the right audiences: Targeting precision surpasses all others.

So, what to do next?

Willing to opt for influencer-generated content? Great. Here's what you could do to guarantee optimal results:

  • Collaborate with multiple influencers: This way, you get to diversify content and see what works best. If you're a fashion brand, for instance, reach out to various influencers in the field - perhaps a fashion entrepreneur, a stylist, a fashion blogger, and a lifestyle blogger.

  • Trial and error: Monitor progress and see what works most effectively with your target audience.

  • Build relationships: Build a strong relationship with the influencers that work well with your brand; devise a long-term plan with them.

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