In the 1980s, there were three main channels for reaching consumers: television, print media, and radio. But in 2023, social media and web 3.0 have led to an infinite number of voices and platforms, making it increasingly difficult for brands to stand out and reach their target audience.
Today, brands must regularly share content that is tailored to their audience, the social network they are using, and the latest trends in formats. This challenge becomes even more complex with the proliferation of platforms and the growing need for personalization, entertainment, and authenticity demanded by consumers.
So, how can brands navigate this sea of possibilities? What is the most effective content strategy? This is where influencer marketing comes in. By partnering with influencers, brands can tap into their audiences and create more authentic and engaging content.
In this article, we’ll explore how influencer marketing can help brands maximize their content strategy in a world of endless options. We’ll share tips on how to effectively use influencer marketing to reach your target audience, create engaging content, and ultimately drive results.
Leverage the entire pyramid of influencers to boost target-specific content
During large-scale campaigns or product launches, it is necessary to create specific content within a precise timeframe in order to reach as many customers as possible. Before activating influencers, it is important to define your target and identify the specific content that will resonate with them. This will help you identify the right influencers to work with and the type of content that will perform well with your audience. Once you have defined your target audience, identify the right influencers to work with.
For instance, nano and micro-influencers can be effective for reaching niche audiences, while macro and star-influencers can be effective for reaching larger audiences with broader appeal. And while macro and star influencers can increase online visibility and desirability, paid micro influencers are known to build credibility and engagement with a brand. Macro influencers, on the other hand, have the advantage of guiding companies, saving them time, energy and money by focusing on what is most effective.
Consider working with a mix of influencers to reach different segments of your target audience but also because they complement each other. By leveraging all influencer categories to boost target-specific content, you can tap into a wide range of audiences and create content that resonates with your target audience.
Activating all the different categories of influencers (nano, micro, macro and star) during campaigns or product launches can bring many benefits for brands. Here are some of the most important benefits:
By activating all the different categories of influencers, brands can reach a wider audience. Nano influencers can reach niche communities, while macro influencers can reach a wider audience. Star influencers can reach an even bigger audience, giving the brand maximum reach.
Different categories of influencers have different levels of engagement with their audience. Nano influencers can have higher engagement rates because their audience is more engaged with their content, while macro influencers have a larger reach but lower engagement rates. By activating all the different categories of influencers, brands can maximise engagement with different types of audiences.
Each category of influencers has a different audience. By activating all the different types of influencers, brands can target broader or more specific audiences depending on their objectives. Nano influencers can reach very specific audiences and macro influencers can reach broader audiences.
The different categories have different costs. Nano influencers are often cheaper (or free) than macro or star influencers. By activating all the different categories of influencers, brands can maximise their budget by using nano-influencers to reach niche audiences and by using macro-influencers to reach larger audiences.
What is important to remember is to work with influencers who are in line with your brand values and who can help reinforce your brand image. Read our latest article to understand which influencer category suits your objectives best.
Another piece of advice could be to benefit from the services of a dedicated agency to save time and ensure a qualitative result. At Territory Influence, our experts make sure to give you a tailor-made strategy by selecting the best profiles that match the brand’s expectations and objectives, and by using verified processes and tools.
Recycle User Generated Content to maximize content for your own channels
User Generated Content (UGC) refers to content created by real users based on their personal experiences with a particular product or service. UGC can be organic, meaning it arises naturally from the user, or it can be stimulated by brand agencies. In the latter case, the brand encourages and inspires its customers through Ratings & Reviews campaigns to share their opinions on specific platforms such as the brand website, online shop, social networks or Google. However, users are not compensated for their contributions in order to maintain the authenticity and credibility of the content.
User Generated Content is an effective tool throughout the entire customer journey, from discovery to consideration and conversion. In today’s highly competitive environment, UGC is particularly valuable for brands. In fact, consumers are 2.4 times more likely to consult UGC than branded content. This is because UGC is more trustworthy; consumers can identify with the personal stories of other customers, and this identification leads to increased engagement and conversations.
Brands can recycle UGC into their content strategies for many reasons. Here are some of the most important benefits:
UGC is often considered more authentic and credible than content created by brands themselves. By recycling UGC into their content strategies, brands can capitalise on this authenticity to strengthen their brand image and gain consumer trust.
Creating original content can be costly and time-consuming. By recycling UGC, brands can save time and money by using content already created by consumers. It also allows brands to diversify their content without creating new content from scratch.
UGC is often created by passionate fans who are engaged with the brand. By recycling them into their content strategies, brands can encourage this engagement and drive consumer participation. It can also encourage consumers to share more content, become brand ambassadors and create brand loyalty. Want to learn more about brand loyalty best practices? Have a look at our latest #eBook Loyal For Life.
- Diversification of content:
UGC is often diverse in terms of formats and styles. By recycling this content into their content strategies, brands can diversify their content and reach different audiences with various types of content such as images, videos, testimonials, etc.
Moreover, there are many ways to recycle UGC. They can be re-shared on the brand’s social networks or on its website. They can also be integrated into advertisements, or the brand can even organise content creation competitions to encourage consumers to create UGC that will then be used in the brand’s content strategies.
Activate your brand community to guarantee an ongoing content production
Brand ambassadors are unwavering support for a brand. They promote a brand because they are true “brand lovers”. They can be employees, customers or influencers who are committed to a long-term collaboration.
Identified in a CRM, on an influencer platform or on social networks, they result from an intensive selection, dialogue and education process. They can be part of a co-creation process or participate in events with the brand. Using them expands the options in terms of formats, content, storytelling and creativity.
These brand lovers humanise the brand by showing how the products or services can be used in real life, relying on their honest opinions to convince their friends and online communities. When these influencers are truly engaged, their passion quickly becomes contagious to the point of driving sales for the company. Moreover, once the campaign is over, ambassadors do not stop sharing their experiences and are even willing to partner with the brand on sustainable marketing plans.
Engaging brand ambassadors to create impactful content can have several benefits for brands, including:
Brand ambassadors have a strong connection with the brand and share its values. They can therefore create authentic and compelling content that resonates with their target audience.
Consumers tend to interact more with content created by brand ambassadors than with content created by the brand itself. By involving brand ambassadors in content creation, brands can boost consumer engagement and strengthen their relationships with consumers.
- Reach and visibility:
Brand ambassadors often have a strong presence on social networks and can reach a wider audience than the brand. By sharing content created by brand ambassadors, brands can extend their reach and visibility.
- Brand building:
By involving brand ambassadors in content creation, brands can strengthen their brand image by showing support for the ambassadors and enhancing their commitment to the brand.
Quick summary to save for later:
In conclusion, incorporating influencer marketing into a brand’s content strategy can be a highly effective way to reach and engage with target audiences. By working with carefully selected and trained brand ambassadors, companies can expand their options in terms of formats, content, storytelling, and creativity. Influencers can humanize a brand, showcasing its products or services in real-life situations with UGC, and relying on their honest opinions to convince their followers.
When executed correctly, influencer marketing campaigns can drive significant engagement, conversations, and even sales for the company. Moreover, these brand ambassadors can become long-term partners, continuing to share their experiences, and advocating for the brand beyond the initial campaign.
Of course, implementing influencer marketing requires careful planning, selection, and execution. At Territory Influence we identify the right influencers who align with your brand values and then develop campaigns that leverage their unique strengths and audiences. By doing so, you can tap into the power of influencer marketing to build your brand, drive engagement, and ultimately grow your business.
Let’s humanize marketing together!