{"id":19877,"date":"2024-03-26T06:08:26","date_gmt":"2024-03-26T06:08:26","guid":{"rendered":"https:\/\/carma.com\/?post_type=tms&p=19877"},"modified":"2024-03-26T06:08:32","modified_gmt":"2024-03-26T06:08:32","slug":"does-the-decline-in-traditional-media-increase-the-use-of-influencer-marketing","status":"publish","type":"tms","link":"https:\/\/carma.com\/pt-pt\/tms\/does-the-decline-in-traditional-media-increase-the-use-of-influencer-marketing\/","title":{"rendered":"Does the decline in traditional media increase the use of Influencer Marketing?"},"content":{"rendered":"\n

Much has been said\u2014and written\u2014about the decline in the number of traditional media outlets. Cost pressures, consolidation, and generational changes in the ways in which people access and consume news are some of the many reasons cited for this decline. Regardless of the reasons, the challenge for PR practitioners is clear: how do you get your message out when the number of available channels is declining?<\/p>\n\n\n\n

For many, the answer is to turn to influencers.<\/p>\n\n\n\n

Influencer programs are not new to public relations and communications work. Some PR firms have had similar programs in place for years under slightly different names: peer-to-peer influence, grassroots marketing, brand ambassadors, and advocate programs all carry elements in common with what is now broadly referred to as \u201cinfluencer marketing.\u201d<\/p>\n\n\n\n

Finding third-party voices with an impact and empowering them to advocate for an issue or brand has been a part of PR for a long time. The element that changed influencer marketing and made it a household word was the method used\u2014the arrival of social media supercharged influence.<\/p>\n\n\n\n

<\/p>\n\n\n\n

The rise, drop, and reshaping of Influencer Marketing<\/h2>\n\n\n\n

Influencer marketing experienced a rapid expansion in the late 2000s, as social media platforms became ubiquitous. As more and more people joined platforms like Facebook and then-Twitter (now known as X), some users demonstrated an ability to garner large followings. People listened to what they said and perhaps more importantly, they acted<\/em> on their suggestions.<\/p>\n\n\n\n

Despite the clear impact of influencer marketing, there still can be some head-scratching over who exactly is an influencer. In season one of the Apple+ series Ted Lasso, Keely Jones provided what is possibly the most relatable description of an influencer. When queried by Rebecca as to what exactly she does for employment, Keely\u2019s response was, \u201cI\u2019m sort of famous for being almost famous.\u201d<\/p>\n\n\n\n

With some prominent influencers commanding large salaries, interest in becoming \u201can influencer\u201d ballooned, even if clarity surrounding exactly what that meant in terms of a career path did not.<\/p>\n\n\n\n

Brands quickly recognized the benefits of partnering with people who had large followings, even if these partnerships weren\u2019t always executed in the smoothest way. Backlash was typically fierce and immediate when followers discovered an influencer had been compensated to recommend a product without disclosing that information. Improperly vetted influencers were another problem.<\/p>\n\n\n\n

An ongoing concern for brands is the simple fact that influencers are human beings who make mistakes\u2014and some of those missteps could ignite controversy or even a brand crisis, or simply be off-message for your brand. Fake followers and bots have also surfaced as a concern.<\/p>\n\n\n\n

While these issues are part and parcel to an adjustment period, some direct-to-consumer companies have scaled back influencer campaigns. This is a normal response, and follows a pattern of sudden interest, rapid expansion, problems, contraction, and then a leveling off, as brands learn what the best approach is for their particular industry.<\/p>\n\n\n\n

Finding the right influencers to approach and engage is a critical part of a well-designed influencer program, and thankfully technology and monitoring have made it far easier to locate the right fit. This advancement alone will help to alleviate some of the mismatch\/bad fit concerns that went along with choosing which influencers to engage for your brand.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Reels vs. Stories vs. TikTok<\/h2>\n\n\n\n

Some of the most effective influencer marketing is creator content. Instructional videos that showcase products are hugely influential, particularly in the fashion, travel, and beauty sectors.<\/p>\n\n\n\n

Determining the level of efficacy is important, which is where measurement comes into the picture.<\/p>\n\n\n\n

One key measurement challenge is the fact that a huge amount of influencer content is now short-form video. This is very different than assessing traditional media, and adding to the complexity is that some of this video content is short-lived (Instagram Stories are available for only 24 hours, for example), and not all content is publicly available to all audiences. Let\u2019s break this down.<\/p>\n\n\n\n

Reels<\/em> \u2013<\/strong> Reels are public videos, with considerable editing capabilities. You can narrate your video, making these useful for \u201chow-to\u201d content.<\/p>\n\n\n\n

Stories<\/em> \u2013<\/strong> Stories are short-form clips that can be video, a static image, or a series of photos. This provides some visual flexibility, but the clips are short and as noted above, they disappear after 24 hours\u2014and, they are visible only to those who follow you. Editing and audio choices are limited.<\/p>\n\n\n\n

TikTok<\/em> \u2013<\/strong> TikTok is a video-sharing app that started out primarily to share lip-syncing videos but quickly grew into much more. Video creation is simple, with editing capabilities and features such as filters and sound effects. Users can collaborate using the \u201cduet\u201d and \u201cstitch\u201d features, and there\u2019s a green screen setting that enables users to swap out backgrounds.<\/p>\n\n\n\n

Fortunately, the use of hashtags can help to both find and target content.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Measurement<\/h2>\n\n\n\n

The most immediate issue with measurement is monitoring for mentions outside of a branded account. In other words, if an organization has social channels (Facebook, Instagram, TikTok) and posts content on those branded channels, it\u2019s easy and straightforward to access data collected about the performance of that content on those channels.<\/p>\n\n\n\n

What is more challenging to quantify are the mentions on accounts owned by others<\/em>. When you don\u2019t have access to the analytics, you need a different approach. It\u2019s clear that this is an important area to monitor, but the most accurate method\u2014human review\u2014can be time consuming. If this information is brand- or strategy-critical, it may be most effective to engage a service with an analytical team.<\/p>\n\n\n\n

Other ways to measure the effectiveness of an influencer program include:<\/p>\n\n\n\n

Engagement<\/em> \u2013<\/strong> How are audiences engaging with the influencer\u2019s content?<\/p>\n\n\n\n

Affiliate Links<\/em> \u2013<\/strong> This revenue-sharing model is extremely popular, and when done well can show how effective influence can be.<\/p>\n\n\n\n

Discount Codes<\/em> \u2013<\/strong> People love a coupon or discount. Having an influencer provide a specific discount code can provide a clear sense of who is willing to try a product promoted by an influencer.<\/p>\n\n\n\n

Web Traffic<\/em> \u2013<\/strong> Not every influencer campaign is about selling a physical product, sometimes the desired outcome is to drive audiences to learn more about a topic or issue, so monitoring web traffic is a good way to gauge effectiveness.<\/p>\n\n\n\n

The economic challenges traditional media outlets face do not appear to be abating\u2014if anything, media consolidation seems to be the new normal. Brands must continue to innovate and experiment with new ways of getting their messages out, including the use of influencer campaigns.<\/p>\n\n\n\n

By establishing a robust monitoring and measurement program, brands will be able to quickly determine which influencers to pursue for partnerships, and then see how effective they are at reaching a brand\u2019s core audiences.<\/p>\n","protected":false},"excerpt":{"rendered":"

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