Influencer Marketing is growing rapidly
Influencer outreach has matured, grown in size, influence is still defining itself within the world, jockeying for position among more established routes to consumers.
Instead, we must acknowledge the role influence plays in reputation management, and how its unique success can best benefit the company.
The question is no longer if you should partner with influencers.
At the outset, many were skeptical of this approach to communication. Indeed, as social media matured, this new kind of stardom, or at least fame, was not wholly embraced.
Create Conversation Don't just be part of it
The conversation is no longer something that you can plan for on a calendar. Today, it happens serendipitously. So as audience-first trends bubble up across social media, brands need to embrace these cultural catalysts, rather than trying to forcefully wedge PR moments into the digital space.
Just let the hits happen.
The more popular Insta / Youtube becomes the less follower counts matter. On this platform, you can reach a large audience without a large following. Its algorithm serves up content to match the interests of each individual user, drawing on dwell time to determine what he or she likes to see in-feed, independent of whom that user
Thanks to Insta, we are in a newly democratized digital world. Its algorithm allows quality material of any kind, even without an inbuilt audience, to resonate far and wide.
Consider the soul-stirring cover of Manike Mage Hithe sung by Sri Lankan singer Yohani Diloka De Silva has etched a permanent place in the hearts of netizens. It has been months since the cover was released on YouTube, and the popularity of the song still refuses to diminish now. From celebrities to netizens, everyone has come up with their own version of the foot-tapping song.
Basically, discovery is easy on Youtube, Insta and so anyone can put content in front of millions of eyeballs. All that matters is people choose to watch it.
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