The #1 mistake brands are making with their Influencer Marketing rn
Over the last decade we’ve penned MANY an article about the trends in Influencer Marketing… what to do… what not to do… what’s changed over the years and what we are seeing in the moment as we manage campaigns for our brand and agency clients.
It’s only the end of Q1 in 2024 and already there’s a BIG ONE we need to discuss.
Last year at The Content Summit Australia, our CEO Danielle Lewis unveiled the new approach to Influencer Marketing aligning Influencer content to specific stages in the marketing funnel.
Here’s the slide that had the most eyebrows raised.
The premise being that brands must move away from thinking that one Influencer post will achieve all steps in the marketing funnel. And be the silver bullet that sells out their product.
That in actual fact, each Influencer in your campaign or strategy should only be leaning into one stage.
And the biggest mistake we’re seeing brands make right now?
Is forgetting about brand awareness. They are going straight to the bottom of the funnel and asking the Influencers to hit a heap of talking points and call-to-actions, which is making content feel salesy and too much like an ad.
In 2024, the customer journey has changed.
When a consumer has a problem, they use Instagram and TikTok as a search engine… searching for Influencers/other consumers talking about the problem they have.
Get acne? Got frizzy hair? Need a cheaper solution for getting a mani each month? Trying to lose weight? Struggling with IBS?
You can guarantee people on social are talking about your problems.
But your consumers are in the research phase, they’re not quite ready to be sold to.
The brands that are investing in subtle product placement are the ones that are winning.
The brands that are creating a sense of FOMO, and leave the consumer asking questions and wanting to know more are winning.
Let me give you an example. Or 3.
@MCObeauty
👉 no voiceover
👉 short, sharp video and caption
👉 trending audio
👉 brand tagged in caption not mentioned in video
@musclenation
👉 no voiceover
👉 short, sharp video and caption
👉 trending audio
👉 brand tagged in caption not mentioned in video
@thejojobaco
👉 you think you are watching an organic video, and the brand is snuck in. Genius.
Let your customers discover you. Let your customers go on a journey with you. Let your customers feel like they are missing out if they don’t try your product for themselves.
Prefer someone else to take care of it for you? We can help with that too.
