In the marketing & advertising industry, it is well known for its fast-paced and highly demanding environment. One of the key reasons for this is that marketing & advertising never sleeps. To keep up with the trends and relevancy, marketers and brands are always trying to ensure all of the campaign plans are executed as fast as possible, within the shortest timeline possible. While it’s good to have content and campaigns roll out quickly, there are also a few things to keep in mind regarding the potential consequences of a rushed campaign.
As most of us are aware, influencer marketing is everywhere, most brands and marketers are using influencer marketing strategies as their “leading” strategy for their marketing campaigns. However, there are two important points that we need to consider and remember when planning a campaign using influencer marketing as the strategy:
Quality Content Requires Weeks – Months of Planning
While most (or all) of us have a degree of creativity within ourselves, it is not something that you can rush. Great content creators (i.e. Jenn Chia, Jinnyboy, etc.) require ample time to plan out their content creation – which requires a lot of research, troubleshooting, understanding the brand/product, and ultimately strategizing how to best deliver to their audiences. In Nuffnang’s experience, it is very common that when an influencer/content creator curates rushed content, it will lead to subpar quality content.
Hence, it’s very important to have this thought during campaign planning – so we are able to estimate a period of time for the influencers to work on their content to ensure they are able to deliver quality content.
Influencers Are Not Billboards
Understandably, brands would love to have their branding to be included and visible as much as possible in any marketing campaigns & collaterals. However, at times – too much branding might lead to some negative impact or implications for consumers to turn away or lose their interest in that particular brand. In relation to influencer marketing, it is worth considering maintaining a good balance between branding & content to ensure the consumers are able to keep their interest long enough to absorb both of these elements.
Working with influencers should be in the form of a partnership or collaboration, but not towards a “one-way communication” style. We have to be open to considering some of the ideas & suggestions provided by the influencers because they will know how to best engage with their audiences through their content.
In summary, to ensure better results from influencer marketing – we must remember the two points highlighted above. Influencers are not just another “marketing tool”, and they should always be considered as a “partner” for our marketing campaigns, hence it’s very important to know that they are the essential “human touch” of any campaign to really connect with the audience.