To reach out to the tech-savvy Gen Z consumers, it’s essential to target the channels they would respond to like Facebook, Twitter, YouTube and Instagram.
If you’re looking to connect with the Gen Z consumers, then the traditional marketing strategies of the past no longer work. The sooner marketers realize that the better. To reach out to the tech-savvy Gen Z consumers, it’s essential to target the channels they would respond to like Facebook, Twitter, YouTube and Instagram.
Keep in mind, with the expansion of social media and videos going viral every now and then causing overnight sensations, the number of influential people has increased marginally over the past few decades. It’s not just celebrities who are regarded as persuasive anymore and advertising isn’t solely reserved to television commercials, radio jingles and print ads. From fitness models to food enthusiasts to fashion bloggers and artists, the list of influential people in these categories are long. Instead of targeting the market as a whole, the attention falls on influencers from diverse backgrounds who use their sway over their audience to advertise the brand.
Influencer Marketing may be the trend but it’s important to plan your marketing strategy carefully around it and be well-informed. Here are five factors to consider when employing influencer marketing:
1. Identify an Influencer
It’s important to find an influencer who fits your brand image and already posts and promotes content appropriate and related to your product. For example, if you want to advertise a new design line, it’s better to target a fashion blogger. They should not only have a sizeable audience but also interact well with them.
2. Approach the Influencer
When approaching an influencer, it’s always best to first cultivate a relationship with them. Start by ensuring you keep up with their posts online and familiarize yourself with their tone and style. That way, when it comes to the planning stage, you have a clearer idea of what works and what doesn’t.
There are also databases that you will give you access to a list of potential influencers as well as agencies who can connect you with the right influencer and help arrange the campaign and also deliver insights on how well your strategy is working.
3. Plan, Plan, Plan!
From the content to whether or not you want to boost a post, everything should be planned preferably together so that your influencer and you are on the same page. Outline an agenda and the effect you wish to create so that your objective is clear. The content that goes live should be of value not just to the brand but also to the influencer and their audience, otherwise the campaign will fall short.
4. Law & Order!
It’s important at this stage to ensure that any official and legal guidelines are understood and noted to avoid any legal trouble. There are options on online platforms like Instagram to state ‘Paid Partnership with xyz’ or simply use hashtags like #ads #xyzpartner etc to avoid misleading the audience.
5. Done and Dusted? Not Really!
Once the post is up, it doesn’t mean you can prop your feet on the desk and let social media do the job, no. Pursue the post, see how many engagements it has gotten and how well it’s working for your campaign. From the data you receive, figure out how to create more of an impact.
