People trust people, an old adage that in the digital age has taken on a new form (not a new nature): people follow (but, above all. listen to and react to) influencers.
It is not a question of opportunity or choice, influencers are becoming a specific channel. Data (and not the opinions) say so. According to a recent analysis – carried out by Eumetra in collaboration with Fattore-Mamma Media on a sample of 157 professionals from companies targeting mothers and families – 8 out of 10 respondents say they have activated at least one influencer marketing campaign.
eMarketer estimates that by 2021, 70% of US companies with more than 100 employees will employ ongoing influencer marketing programs.
It is therefore not – if anyone still had doubts – a question of IF, but at most a question of WHEN (for some companies) and HOW.
There are certainly pitfalls in influencer marketing. Some are external to the company, but need to be addressed:
- There are a lot of influencers, a plethora of them, and it is difficult to distinguish correctly between those capable of talking to an audience and those who merely manage a circle.
- Influencers change: they change their focus, learn, adopt new channels and new forms of creativity. Their followers change for its part and so interest and trust.
- The worst pitfall: competitors target the right influencers for us.
But there are also mistakes that build internal pitfalls:
- Forgetting that the social media environment is horizontal: people talk to people without intermediation. Treating influencers as testimonials is investing your money badly.
- Looking at metrics with the rear-view mirror (the influencer has a lot of engagement, a lot of fan base, a lot of contents) and never predictively: what are the business KPIs (of sales, awareness, familiarity, etc.)?
- Don’t ask if there are any unknown targets today that the chosen influencers are actually working on
- Not all business functions are on board.
Eumetra presents SWIPE UP, a model for selecting, choosing and using influencers, ambassadors and testimonials to optimize four results:
- Involvement of all company stakeholders, internal (management, departments) and external (agency, media center) on common, precise and measurable objectives.
- Ability to persuade the client or consumer.
- Effectiveness of communication based on company KPIs.
- Sales acceleration.
→ Do you want to know more? Our consultants will be happy to introduce you to SWIPE UP and the possible customizations for your influencer marketing activities.