INSUBCONTINENT EXCLUSIVE:
Here are three strategies to consider when implementing influencers into your growth marketing plans.
Kamiu Lee is CEO at Activate, an
influencer marketing technology platform and agency that partners with brands and influencers to tell engaging and compelling stories across
social media at scale. For new brands, growing awareness and gaining the trust and credibility of consumers are two of the most important
yet challenging marketing objectives
As an added constraint, most startups don’t have the budgetary flexibility to activate mega-influencers and celebrities that have national
attention at their fingertips
However, new research from ACTIVATE found that smaller-tier, more accessible influencers are a top choice for marketers – they enable
brands to tap into niche communities and offer superior engagement rates.Surveying over 110 brand marketers, PR professionals, social media
managers and agency executives, we found that 64 percent of marketers are choosing to utilize micro-influencers very often, as opposed to
larger creators, mega influencers and celebrities
We also found that more than 44 percent of marketers are repurposing influencer-created content following a sponsorship, a practice that
extends the ROI of an influencer campaign and can help startups attain valuable visual assets for future marketing use.While mega-influencer
content rights are often negotiated to steep rates, those of smaller tier influencers are more affordable, as the influencers themselves
also benefit from the added exposure.With this in mind, when developing an influencer campaign, it’s critical not to feel constrained to
the most popular creators, and instead think out of the box and consider what factors will be most important to the audience you’re
specifically trying to reach
When being thoughtful about how you’re implementing influencers, smaller creators can be just as impactful as their larger
counterparts.Let’s go through some of the most impactful emerging influencer strategies, to grow awareness, without growing debt.Key
influencer casting strategies to drive targeted impact
