There are many lessons we’ve learned in 2020, including many in the world of marketing. When traditional means of advertising are flipped on their head, finding another method that works is paramount. Many different strategies were attempted, but one has risen above the rest: influencer marketing.

“In 2020 people are online so much, we’re seeing the performance of our influencer campaigns continuing to accelerate and increase in value. The concept of an influencer has really transitioned into the mainstream where you open the front page of the New York Times and you’re like, there’s going to be two or three articles that mentioned influencers or TikTok or Instagram. it’s so pervasive in a way that I think was sneaky for most people, but it’s now so huge.”

That’s Mae Karwowski, the founder and CEO of Obviously, which provides quality influencer marketing for the world’s iconic brands. On this episode of Marketing Trends, Mae discusses some of the latest trends in influencer marketing. She talks about why it’s key to understand the value a potential influencer can have on your brand, and she stresses that the number of followers a so-called influencer has does not correlate to purchases.

Main Takeaways:

• Know Your Voice: When deciding to enter the realm of influencer marketing, it’s important to work with people who not only understand your brand, but make sense for your brand as well. If a particular influencer’s followers are used to them reviewing cameras and you’re a beauty brand, it doesn’t make sense to work with that person. Instead, work with influencers who are authentic matches for your brand.
• Follow the Leader: CMO and marketing departments need to start thinking about influencers as a distinct channel and not just someone you write a check to. In order to have success when utilizing influencers, you need to strategize a campaign around them just like you would any other channel.
• Bigger Isn’t Always Better: As the price of influencers rises, think about the cost of who you’re working with. Is it more important for your brand to go after one large influencer? Or are you better off working with smaller influencers in order to reach the same audience? If you work with a larger number of micro-influencers, you can reach your audience at the same scale and may find a more loyal audience.

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