Director of Corporate Development Gen. Video . Expert in influence measurement and platform technology.
Overall, as marketers begin testing new innovation and optimization strategies through 2023, a resilient and expanded marketing mix will allow brands to stay ahead of emerging marketing trends. . Influencers have proven their importance in 2022, and many brands are increasing their investments in influencer marketing for their 2023 marketing mix.
In my role as CMO at gen.video, a marketing solutions and influencer measurement company, I learned a lot from my own experience as well as from conversations with other industry experts when is to identify the drivers and ideas behind these factors. The decisions. As a result of these experiences and discussions, three paths are now emerging to include influencers in the 2023 marketing mix.
What is the perfect way to attract Gen Z consumers?
Talking to Bethany Evans, VP of Media and Channel Marketing at The North Face, and Stephen Vigilante, Business Development Manager at Olipop, helped me understand the importance of thinking from a brand perspective when It's about using influencers as role models to reach the younger segment of the target group. According to a recent study, 97% of Gen Z consumers cited social media as their favorite source of shopping inspiration, and 40% said they follow the brands they love on social media.
When we reflect on the “why” behind the success of strong brands like The North Face and Olipop using influencers, it becomes clear that both understand the needs of their target market interests. Gen-Z consumes content at an incredibly fast rate, which makes building a following on any channel a long and complex process that requires an incredible amount of research and dedication. For this reason, these brands are trying to use the power of social media to reach Gen Z. Some models of choice consist of:
• Provide appropriate role models for different areas of life.
• Creation of short video content to meet the needs of dynamic young people.
• Create live, long-form video content to further your specific interests.
• Focus on creating relevant, quality content that resonates with the general public.
Like this and more, we see many brands integrating TikTok into their marketing mix in 2023 as a key tool to reach these young consumers. The appeal of this approach is that, according to a January 2023 Statista report, 21.5% of TikTok's user base was between the ages of 18 and 24.
TikTok's user base is expected to surpass 97.6 million users in the United States by 2023, and the social media giant shows no signs of slowing down as a key resource for marketers looking to reach a younger audience.
How can brands use opinion leaders to optimize their social media presence?
Social media marketing is one of the most potential marketing channels that can benefit from a snowball effect once a brand is established. The hardest part of social media marketing is indexing millions of users and creators to determine what matters. For this reason, many brands prefer to use influencers who have already done the hard work to build an audience that wants to see their content. On the brand side, many companies are implementing actions such as:
• Optimized content creation and brand platform presence.
• Find early conversation potential with targeted campaigns.
• Benefit from a virality perspective because they are familiar with social marketing techniques.
• Provide content methods and styles to drive specific conversions and sales that brands have overlooked before.
Another colleague of mine, Josiah Ross, social media manager at Jared Jewelers, shared that Jared is currently using a multi-channel strategy that prioritizes Instagram, TikTok, and Pinterest, in that order. Josiah mentioned that these platforms are vital due to their growth and prosperity and the fact that Jared received the highest income from them.
Details like these explain why tracking sales by platform, publication, and influencer is so important when running these types of programs. Ross noted that Jared was starting to shift his top priority from Instagram to TikTok based on ROI, an optimization that can't be determined by just looking at CPM or CPE.
How can brands get the most value from influencer marketing?
Brands that don't prioritize influencer marketing may overlook some ways to use this space to add value to their social media presence. Here are some important examples:
• Build and reinforce brand loyalty on new platforms.
• Repurpose content from thought leaders on branded channels.
• Distribute influencer content on product pages to leave high-quality linked video reviews that increase page performance.
Brand presence and loyalty are other important factors to watch, as I learned best from Christy O'Brien, social media manager at Conair. O'Brien's company wants to spread awareness of the depth and diversity of its product line through influencers who use their products organically. In a crowded market, many brands find it an effective way to attract potential customers who are already in a good position to trust recommendations from their favorite influencers.
Are you including influencers in your marketing mix for 2023?
Finally, a conversation with Alex Lindsay, Brand Marketing Manager of Segafredo Zanetti Coffee, helped me understand the importance of having multiple campaigns/appearances throughout the year. To determine what works best for your brand with the appropriate sample size, the ideal approach is to identify the social media strategies that work best for your brand.
It's great to see the influencer marketing industry thriving in so many areas heading into 2023. I hope this article provides some helpful advice for marketers looking to get creative with influencers. In any domain.
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