The popularity of influencer marketing has led to many influencers' channels being filled with advertising. Too many commercial collaborations, on the other hand, drive away audiences - even 35% of viewers have stopped following an influencer due to excessive collaborations. (Troot & OMD, 2019). The importance of quality implementations is highlighted if an advertiser wants to stand out favorably.
More and more companies and brands have created their own influencer strategy. What are the benefits of that?
In almost every industry, companies for which influencer marketing is relevant have begun to utilize influencers in their marketing. The company should consider how it stands out in influencer marketing compared to its competitors. Is it trying to irritate or serve audiences? Does it want to build a brand or sell products? Or perhaps both? It is good for the advertiser to continuously analyze companies in its industry and adapt its actions to meet its own goals.
Once a company has defined the role of influencer marketing as a goal-oriented part of marketing communications, it is able to clearly demonstrate its effectiveness. Other marketing communications can also be enhanced if desired by utilizing influencers, for example, the attention value of advertising can be improved by using influencers as faces.
Instead of an advertiser buying influencers' posts for individual campaigns, where the cost of a single action becomes more expensive, it makes sense for each party to negotiate a long-term collaboration. An influencer strategy makes it possible for the advertiser not to undertake unnecessary actions. The primary goal of long-term collaborations is to build a loyal brand relationship between the influencer and their audience.
Long-term partnerships improve an advertiser's opportunities to secure the desired influencer for campaigns and ensure that, for example, competitors' collaborations are not seen on their channels. The more precise the target group definition becomes, for example in theme and language choices, the more limited the number of quality influencers becomes.
For influencers, long-term collaborations often mean that they can focus peacefully on content production. In collaborations valued by all parties, everyone wins and it is possible to achieve earned media as well. In addition, audiences respond positively to long-term collaborations, and according to our research, 65% of 15-35-year-olds consider longer-term collaborations better than short-term ones.
