Influencer marketing has risen to prominence in recent years and has proven to be remarkably effective when it comes to devising successful campaigns. In this post, we’ll explain what it is, why it works, and how digital asset management can make it easier.
These days, consumers find themselves constantly bombarded by advertising campaigns – whether it’s on billboards, in magazines and newspapers, in the middle of the YouTube videos they want to watch, or popping up on their Facebook pages.
As a result, many people have become disillusioned by cynical advertising processes and are seeking a more personal touch. This is where influencers come in. Influencers build up a following of thousands – often millions – of people who develop trust in the influencer and enjoy engaging with them via social media. These followers will follow recommendations from the influencer – and this is where the marketing comes in.
By developing a symbiotic relationship with an influencer, companies can advertise their products to the influencer’s followers in an engaging way that can help to drive sales. Influencers can produce a wealth of entertaining content – from TikTok videos to YouTube tutorials or just social media posts – that demonstrate a brand’s products to their best advantage and explain why they are worth purchasing.
Because many influencers prefer to develop long-term relationships with particular brands, it can lead to repeat business over months and perhaps even years. This will help the influencer’s audience develop trust and loyalty to that brand.
Of course, when it comes to influencer marketing, brands can’t simply forge a contract with the first available influencer. The best partnerships occur when an influencer has knowledge and expertise in that brand’s niche – whether as a talented cook, athlete, singer, or beautician. Their advertising will then make more sense to their followers, and they will be able to speak about the product in a more informed way.
Once a relationship has begun, it will be up to the influencer how they choose to promote the brand they are working with, which helps to make the process more organic and authentic – this, in turn, makes people more likely to develop an interest in the brand.
Digital asset management (DAM) software can help you with general marketing in a range of ways. When it comes to influencer marketing, one of the more specific benefits is the way DAM allows you to easily categorise your influencer content so you know which assets are linked to which campaign.
You can also easily sort assets by date and version. This will make sure you don’t accidentally use influencer content outside of the agreed campaign timeframe – a mistake that could get you into legal hot water.
If you would like to make the most of DAM’s helpful features for your influencer marketing campaign, don’t hesitate to get in touch and arrange a one-to-one demo that will show you exactly how DAM can revolutionise your marketing.
