The world of media and messaging is saturated. From a consumer perspective, a brand point of view, and equally for the agencies who partner both, we are all drowning in marketing. Advertisements infiltrate every aspect of our lives. Print media is no longer simply ‘the daily news’ update it once was. Now, influencers, social media, and responsive digital campaigns make up part and parcel of all we consume. Each and every message we soak up. It’s everywhere.
This complaint is not new when it comes to consumers. But discontent is spreading to influencers and bloggers who are rebelling against the scattergun approach that is modern marketing. Reporting that they feel indiscriminately spammed by communications professionals with general press releases and non-specific collaborations, influencers are calling for more bespoke relationships. More discerning partnerships. And more meaningful collaborations for them, and for their followers.
Blanket mail-outs of a generic press release have long since lost their return. Traditional print media expect more, so why would digital media be any different? To secure good coverage in print media, it’s vital to know the publication. To know its audience, its point of view, its brand, its mission. The same rules apply to digital media. Influencers and bloggers expect communications professionals to know who they are, what they stand for, what their audience demographic is and what collaborations and products would be on-brand for them. Blasting every blogger contact in our virtual Rolodex for every campaign, for any product launch, for each event, just doesn’t cut the mustard and it’s about time we were all on board.
Not all influencers will suit the brand you’re working with or the brief your campaign centers around. Selective, specific, bespoke relationships are where it’s at. Taking time to understand your brand story and making sure there is a demographic match with the influencer can be the difference between valueless content and meaningful content that yields ongoing engagement.
Consumers have become increasingly dubious about influencers and their #ad #gift content so approaching digital campaigns in a general way will only feed into this scepticism. Instead, developing curated, micro-campaigns with influencers whose demographics are in tune with your brand, assures far more engagement, mutual benefit to brand and influencer and more long-term digital success.
Being more specific in your campaign targeting has the positive effect that influencers and bloggers will be held in higher regard. Understand what drives each and every one of them and add value where it matters! If you provide detailed, on-brand, relevant campaign information, influencers have the opportunity to create meaningful, relevant content and can focus on value-added material for their audience.
Interestingly, there is often a split with how brands use traditional media versus digital media. If the brand you’re working with wouldn’t consider taking out an advert in a subject-specific magazine that has nothing to do with their product or audience, then why would you suggest collaborations with bloggers whose audience has no overlap either? Brand communications should have consistency over all mediums, traditional or digital. Applying those rules across all platforms is key.
At a base level, we have all felt overwhelmed with content. Online…in traditional press… on the small and big screen. It’s increasingly difficult for advertisers to cut through the noise. Agencies should be leading the charge in doing this by thinking micro not macro. Specific, relevant content on platforms where your demographic live, with influencers your demographic care about, improves the chances of your campaign being seen. And of course, there is the benefit of cost. Choose wisely and more specifically and you can look forward to a more affordable budget, with improved authenticity and increased conversion. Win: Win.