Important reminders on using influencer marketing to achieve business objectives by Gini Dietrich.
Resonance over reach & learn to relinquish control.
Influencers are influential because they consistently create compelling content that resonates with a select audience. The content resonates because it’s authentic.
The more you try to control the message via a straight-jacket of a creative brief, re-write requests or pushing for further edits, the more the authentic voice is diminished to a whisper.
Influencers have grown their audiences because their opinions chime with those of their audiences. So, let them speak. Let them speak in their voice. That’s why it’s so important to ensure you’re working with the most appropriate influencer in the first place.
FTC is going to start cracking down on non-conformers. It’s ruling on Lord & Taylor and with Xbox & Machinima are just the warm-up acts.
We live in an era where celebrity endorsements aren’t what they once were. The work of the people is more influential when it comes to influencer marketing.