This text was written with Marelle intelligence.
These days, influencers and content creators are carving out an important place in our communication strategies. Considered opinion leaders, their power of influence is such that they are now a more than effective way to propel a brand onto the market, especially among younger generations. In a changing media landscape, successfully gaining traction in so-called traditional media is becoming a more difficult task. Faced with this reality, it is important to combine our press relations strategies with influencer marketing, thus utilizing the diversity of communication channels at our disposal. In this multi-platform and constantly evolving media environment, the added value of an influencer strategy has never been more evident.
The winning duo for a successful campaign
Let's take any cultural installation as an example. In our strategy, we systematically combine public relations with influencer marketing. Public relations is there to announce the event to the general public, whoever it may be, while we then invite influencers to experience it, whether in preview or when they are available. We always encourage them to share their experience authentically with their followers on their platforms. The followers who will see the content created by influencers are generally individuals who have a pre-existing interest in this type of content. This approach allows us to establish a connection with an already engaged target audience, thus increasing the chances that they will want to experience it themselves.
Is this still adequate?
Understanding that you have to adapt is one thing, but actually saying go for an influencer campaign can be, for some, a whole other step to take! We must then ask ourselves there Good question: is it relevant to my brand, to my product? Today, a range of tools exist to fully understand the workings, implications, and effects of influencer marketing campaigns. Stellar, Klear, Findly, and others allow agencies to, among other things, measure various statistics related to social media and campaign performance, such as engagement rate, influencer audience, subscriber sentiment, impressions, the impact and reach of an influencer campaign, and many others, giving us the data necessary to best advise clients.
The role of the agency
Our responsibility is to expertly guide our clients, offering strategies tailored to their business and communication objectives. But how can we do this effectively? Just as in the field of public relations, where we must be constantly aware of the latest news every day, in influencer marketing, we must constantly stay on top of the latest trends, the influencers of the moment, the #cancel, etc. The landscape of content creators is vast and diverse, spread across a multitude of platforms, primarily Instagram and TikTok. A good understanding of our clients' target audiences and their objectives is important, as it will have a direct impact on the choice of content creators.
Trust and consistency
A simple tip to help you succeed in your current and future campaigns: take notes and keep them. Make sure to regularly follow up with influencers about their experience and their positive or negative impressions. You'll gradually build trust while learning about each influencer's credibility and working style. By following several different influencers on social media, you'll develop an understanding of their content style, habits, and areas of expertise. This information will be invaluable to you, according to an expert.
Contact us to learn more about the synergy between press relations and influencer marketing, and discover how this alliance can propel your communications strategy to new heights!
