Yes, It’s November and We’re Talking Resolutions

No one really starts thinking about their New Year’s resolutions in November. But what if we got a head start so those health-related resolutions were already a habit by January 1? Maybe you’re not ready to prioritize those resolutions just yet but wouldn’t it be great to better understand some of the health and fitness trends for 2019?

Here at Find Your Influence (FYI), we’re always learning, evolving and working to stay ahead of trends. One of the ways we achieve this is through our family of influencers, like Sarah Dussault. Self-described as “The OG Fitness YouTuber,” Sarah has her finger on the pulse of fitness and has offered up some tips, exclusive to Find Your Influence, about how to set yourself up for success in the new year. We’re sharing her valuable insights, so you too can be ahead of the curve.  

Positive Body Image Role Model

Sarah started making Fitness and YouTube videos in 2006. “I feel very lucky to get in early when I did,” she explained. “I was one of the first three fitness channels on YouTube.”

A lot has changed for Sarah since 2006. The social media landscape has grown. Social media influencer has become a profession. (One she’s really good at, by the way.) But that’s not it. Sarah is now the mom of two boys.

“I used to teach a lot of fitness classes and I made fitness a priority in my life,” the Boston mom explains. “I would try to work out five to six times a week. I was training for marathons. Fitness took up a ton of my time because it was something I enjoyed and it was also part of my career. Fast forward to having two kids and it’s still something I enjoy but I struggle to find that time. Instead of working out five to six days a week, I aim for three or four.”

Having a family has changed Sarah’s fitness priorities. Instead of focusing on looking fit enough to feel like she’s a fitness influencer, she shares, “It’s more about being a positive body-image role model. My health is a top priority but not the same way it was before I had kids.”

Forget the Oreos

As we near the holiday season filled with cocktail parties and sweet treats, it’s hard to know where to indulge and where to draw the line. But Sarah has the aha-answer we’ve all been looking for.

“If there are desserts at a holiday party, select the ones you can only have when you’re there at that party. For example, if someone brought Oreos, you can have those any day of the year. But, if your friend made her grandmother’s secret recipe Christmas cookies, when are you going to be able to have those again? Those are worth the splurge,” she says.

But what about family dinners during the holidays? You know you can count on cranberries, potatoes, stuffing and pie. Sarah says to give yourself a break here. “Many people say that you eat your day’s allotment of calories at Thanksgiving dinner, and that’s a lot. But you’re only doing that once.” Don’t beat yourself up when these meals aren’t a regular occurrence.

Fitness Trends with Friends

Once the gifts are opened, our focus often shifts to New Year’s resolutions. Some of the most common resolutions involve losing weight, eating healthier or going to the gym. What will the fitness and health trends be in 2019?

“I think group exercise is definitely going to be big again,” said Sarah. “People love to sweat with other people because it’s motivating. There’s also something to be said about being held accountable when you sign up for a class.”

But not everyone has the budget or access to a gym. Instead of making excuses, focus your attention instead on having a few essential pieces of equipment at home that will set you up for a good workout. There are apps, or Sarah’s fitness videos on YouTube, that can set you up for success.

A healthy lifestyle is often easier to stay committed to when your family or friends join in. “If you have friends and you love going out to dinner together, maybe instead of dinner, everybody decides, ‘let’s all go to a class at a gym’,” Sarah suggests. Accountability for a workout or a healthy meal with a friend or a partner is important because you’re less inclined to cancel.

Keep it Simple

What healthy eating plans will be trending next year? It may feel like Keto was the health conversation in 2018, however Sarah thinks it’s only getting started. “Personally, I’m not a huge fan of any diet that says bacon is better than fruit. That’s not a diet for me. But people find results. I think it might be a great way to jump-start a weight loss program but I don’t think it’s a long-term solution,” she says.

Sarah also thinks eating less meat is also going to be popular. “People are acknowledging the health benefits of a vegan diet and also the effects it has on the environment.”

When it comes to healthy meal planning for yourself and your family, the goal should always be to keep it simple. “I keep my recipes basic and simple because that’s all I really have time for these days,” explains Sarah as she gets ready to walk to pick up her son from school. “I’ve become a fan of roasting vegetables and potatoes and then have a standard protein that’s easy and simple. You can marinate the protein overnight or cook using a slow cooker.”

Be Basic

When it comes time to make those resolutions, be smart and set yourself up for success.  Be basic, not extra. For Sarah, her goal is to work out three to four days a week which isn’t always possible to do. “When I do hit my goal, I feel so good about myself!” Sarah says emphatically. ‘If my goal was to work out five times a week I would constantly be disappointed.”

Stay in-the-know and ahead of trends with FYI, from your New Year’s health resolutions to the latest consumer trends. If Sarah is “The Og Fitness YouTuber,” then Find Your Influence is “The OG Influencer Marketing Solution.” Stick with us and we will keep you informed so you’re not the last person still doing aerobics with Jane Fonda – unless it works for you, we won’t judge.

 

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The Men of Influencer Marketing: Alan Lawrence

This is part four of an ongoing series where we will come to know more about the men of influencer marketing.

Social media influencers are everywhere. Seriously. Everywhere. But have you looked closely at who these people really are? At Find Your Influence (FYI), we have more than 100,000 influencers who have opted in to our network to be discovered by brands around the world.

When I first started at FYI in August 2018, I was shocked by how many women are part of the FYI network. 84 percent are female. That leaves just 16 percent of the network led by men.  

Who are these men? What makes them so successful? Why do they do what they do?

On Monday, October 15, I spoke with Alan Lawrence of That Dad Blog to learn more about his beautiful family and what inspired him to start his blog. What follows is my conversation with Alan:

Tell me about yourself, Alan. How did you get started as a blogger? Is this a full time role or a side hustle?

“When my second youngest son was born with Down Syndrome, it was pretty traumatic for me. In the following months I realized it was something that was more of a blessing than a negative. I felt guilty about that. When he was born and I was looking for different resources available about Down Syndrome, I noticed there weren’t a lot of positive articles available, especially coming from dads. I wanted to be part of the good news. Years ago when you would search for information about Down Syndrome it was all negative news. I wanted to create something different that would rise above all that to show that while there are some challenges, there is also a lot of joy.

As time went on, I started to feel more comfortable talking about my personal interests and my family of six kids. The idea of big families in today’s society is really where I’ve found my niche today.

Chick-Fil-A was the first brand to reach out to me and asked if I would be interested in getting involved in a campaign. And I thought it would be fun to try. It felt really natural and they liked the content. From there I really started thinking about putting my foot in the influencer realm. It’s really just gone from there.

When my son was born, I was working full time in the marketing department for a running shoe company. I’m also a photographer and a graphic designer.  I had the opportunity to create a couple of fun photo series with my kids that went viral. The last two weeks actually have become a little bit more full time for me on the social side for me.”

Is the blog where this all started? How have you transitioned to other social platforms?

“Currently I’m using my blog, Instagram, Facebook and YouTube. Instagram is really where it took off. My blog and Instagram were started at the same time but it was the photos of my son Will flying that really caught everyone’s attention and gave me the thought of taking this onto a bigger storytelling platform. Once Will was born, I wanted to share my Instagram for more than just personal platform but to help other dads who may be going through the same challenges with special needs kids as I was.

As things started to grow on Instagram and my blog, I started using Facebook. In 2015 I started using YouTube as a way to vlog. I really like telling stories through video.”

You’re active and engaged across four channels. Where do you find the time?

“I’m still trying to manage the time between being a good dad, working full time and then doing this on the side. I’ve now gone part time in my other role because it finally got to the time where the brand collaborations and partnerships are able to float us financially. I’m slowly stepping away from a job that I really loved to do something that I love even more. I’m walking with faith into this new direction in my career and hopefully take it to the point where I can fully step away from my other job and put more time into this. “

I can hear your passion and enthusiasm for this! In order to build something so strong across all of these platforms, you have to be committed to your followers. Tell me about them and how you engage with them.

“It’s kind of funny that my accounts are called ‘That Dad Blog’ so you would think the majority of the people who follow me are men but it’s 90 percent women. I work in partnership with my wife quite a bit. I feel like I’m a lot more open than the average male in my demographic would be as far as sharing personal feelings. I find myself reaching out to my wife to find out what she thinks, from a female perspective. I really appreciate her opinion and it’s valuable knowing that 90 percent of my followers are women.

As far as the interactions with the men who follow me, it’s very personal. I feel like men feel too vulnerable in sharing and putting themselves out there. That’s one thing that I’ve tried to help with, to let men know that they have a voice out there. Women are doing a great job but we also need to talk about the father’s feelings and create support groups through social media to be able to help dads express their feelings and be better dads. We need to learn from each other.

There are a lot of personal struggles I share, specifically related to having a child with special needs. I shared about how it was really hard, and about how I was not happy at first to know that my son had Down Syndrome. I didn’t want to sugarcoat that, I wanted to be honest. A lot of people responded and appreciated the honesty. People want to know the good news but finding a cadence and the balance of the good and the bad is important. Being honest and feeling comfortable putting yourself out there was a real struggle for me at the start. It’s become much easier for me as I began trusting the people who follow us after having open, honest and real conversations with them.’

Since it’s called “That Dad Blog,” tell me a little about your family.

“We have six children ranging from 16 to 3. They’re all so different from one another. My oldest, my daughter is kind of a shy, really intelligent introvert. Her brother, my oldest son, is very outgoing, charismatic and has a really great sense of humor. Our second oldest son is a mix between his older siblings. He’s in that awkward 11-year old stage right now where he’s trying to figure himself out. He really loves his younger brothers and has a good heart but leans more toward the shy side. My daughter Ali struggles with weight but is a really confident girl who likes to take over my Instagram Stories sometimes. I think sassy is a good way to describe her. It’s the cutest thing. It’s kind of created a separate following. People keep asking me to have her create her own account but I think she’s too young right now. My two younger boys Wil (5), who happens to have Down Syndrome, and Rockwell (3). I tell most of my stories around my two youngest because it’s kind of this dynamic about my son who has Down Syndrome and his brother who is this “average” kid. I think that’s the dynamic that people really enjoy watching because it’s a big family in general but also watching my younger two grow up together.

My oldest daughter doesn’t really like to be in pictures, she’s kind of a private person so I respect that with her. Ali is very open to most anything, she wants to be a YouTube star herself. My two older boys are timid but they are open to it.

My wife is the glue that holds it all together. She’s the one who keeps me sane and on track. She’s the rock. We’ve been married for 23 years now.”

Along the way, you’ve worked with different brands. Tell me what you’re looking for in a brand partner.

“I’m looking for something that I would actually use or something that can help to make my life better. At the start, when I was kind of new to it, I agreed to promote some brands that ultimately didn’t feel natural. I did one for a food brand that I wasn’t really interested in and didn’t end up feeling was a good fit but I guess I more or less did it for the experience. It didn’t flow right and my followers could tell it wasn’t authentic.

Doing things that feel right, that we actually use and that we can get behind are what we look for.”

Are there other dad bloggers who you follow?

The biggest one I follow is Father of Daughters. He is a great writer and I love his sense of humor.  Him and his wife have a fun dynamic. I know he works part time along with doing his social media so I can relate to that challenge.

I feel like there’s not a strong community of dad bloggers that is easy to find. There is a small network of dads that I’ve found through their outreach or I’ve stumbled upon through Instagram search. This smaller network includes dads of kids with special needs that I’ve become friends with. I’m friends with a lot of mommy bloggers whom I speak with a lot but not a lot of dads. I don’t mean for that to sound terrible but it’s something I can be a voice in helping to change in some way so dads can feel comfortable sharing their opinions too.”

 

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Is That a Fake Influencer Behind That Mask?

Halloween is the one day each year we pretend to be someone else. We wear masks, wigs or makeup, all to trick others from knowing who we really are. In influencer marketing, some people do this everyday, not just Halloween.

“Influencer marketing fraud is when a social media influencer displays an unauthentic media presence,” explains Chelsea Goodson, Director of Influencer Marketing at Find Your Influence.

Influencer fraud is alive and well. It’s often a reason some brands may be hesitant to include influencer marketing in their overall marketing strategy. At Find Your Influence, or as our friends call us – FYI, we understand that fraudsters exist and we have a plan to keep them out.

Every influencer in the FYI network has been curated and categorized by an actual human being right here at our Arizona HQ. We use more than 25 data points to evaluate any influencer who opts in. No bots. No spammers. Not a single Russian hacker. When brands engage with influencers from our network, they know they’re getting the real deal.

Some of the influencers you follow today may not be part of the FYI network — yet. We want you to know how to spot the bad apples though. Here are five red flags to look for to spot influencer marketing fraud:

  1. Engagement doesn’t match the influencer’s follower count. For example, 60 likes on a photo for someone who has 20,000 followers may be a red flag. You would generally expect to see a higher engagement.
  2. Questionable comments left on influencer’s posts. This could include the same type of comment repeated numerous times by different followers. “So cute.” “CUTE.” “cute.”
  3. Drastically inconsistent likes per social posts on Instagram. One Instagram post could have 1,000 likes and the post immediately before it could have only 100 likes. You should expect consistency with a trusted influencer.
  4. Some people buy their followers. Seriously! Review an influencer’s followers. Are there many with similar names, short profiles or no posts of their own? This could indicate the followers are not real and were purchased.
  5. Look closely at the content. Is it their own or simply a repost from another popular account? Authentic influencers create their own content that is true to who they are.

On November 1, when the masks and wigs have been put away and the clown makeup has been washed off, look closely at the influencers you follow. Are they still wearing their mask?

 

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The Men of Influencer Marketing: Parker York Smith

This is part one of an ongoing series where we will come to know more about the men of influencer marketing. 

It’s not often you find an industry where women have a commanding position over men. At Find Your Influence (FYI), we have more than 100,000 influencers who have opted in to our network to be discovered by brands around the world. Taking a closer look at the FYI network, 84 percent are female. That leaves 16 percent of the network led by men.

Who are these men? What makes them so successful? How have they built their personal brands?

This is part one of an ongoing series where we will come to know more about the men of influencer marketing.

On Monday, September 24, I spoke with Parker York Smith, a fashion and lifestyle influencer known as The LookSmith. What follows is our conversation:

Hey Parker! Tell me a little about yourself. How did you get started as an influencer?

“I started out a little over three years ago, it was like mid-2015. I was living in Los Angeles. My now wife, then girlfriend, saw me struggling trying to become an actor. I wasn’t enjoying it that much. She knew that I had gone to school for journalism and that I loved fashion. She suggested that I start taking photos of my outfits and putting them on the internet with my thought process about why I put it together the way I did. I had always been a style person even when it wasn’t my career. I started a website, went on to Instagram and started posting photos. There were a few people who were doing it already but not a good amount. My wife had met someone who was doing it full time who inspired her to even realize it was a career path. She encouraged me to start doing it and I did and little by little it turned into something. I’m fortunate being in Los Angeles because there are a lot of brands. It felt easy to me when I started to partner with some smaller brands early on and develop their content catalogue while also allowing me the opportunity to learn the ropes of fashion branding and the content creation side which is what I’ve grown to love. From three years ago to now it’s been a steady grind of lots of content, lots of partnerships, lots of ups and downs with social media. It’s provided me with incredible opportunities that I will always love and appreciate. I’m willing to admit that it can be a bit of a grind at times. I got my foot in the door at the right time when it wasn’t something that was super saturated.”

Tell me about the platforms you use today. Do you focus on just one platform or multiple?

“I originally started with Instagram and a website, cooperatively. I wanted to write a blog because I enjoy writing – my background and my degree is in journalism. Instagram became so essential and it was such an easy opportunity to showcase the visual side of everything. About a year ago, I started doing video because it really allows me to share my personality and my knowledge and hopefully inspire people to start to take themselves more seriously in terms of their style and confidence. I’ve been really loving video and am realizing that is where I want to end up in the future.”

Do you have any plans to expand across other social platforms?

“I have a Twitter page that I love but it’s just a way for me to push content from other channels. It’s really there as another outlet but not really a focus. I love shoes and Twitter is where I do a lot of research about upcoming releases or collaborations. Snapchat is on my phone but I don’t really use it. With the introduction of Instagram stories it made more sense for me to create videos where my audience already was as opposed to cultivating an entirely new audience.”

Tell me a little about your followers.

“My followers are 80 percent male. Mainly 24-34. Mostly American but a big chunk in London too. I’m starting to build a decent audience in other parts of the world too, thanks to YouTube, which is really exciting. Guys like me who enjoy style but aren’t trying to be wearing the most crisp suit and tie everyday. It’s more about expressing yourself through different style genres.”

Having followers is great but engagement is what really matters. How do your followers engage with you?

“As it relates to engagement, my biggest focus is to have a group of truly engaged, highly interested followers. It doesn’t have to be a gigantic number but engagement is important, I want my content seen because it makes it more exciting for me to create more when I know that it’s out there being seen by the most people. At the same time, I’m a strong believer in interacting with my followers. I answer all of my DM’s about my content or questions related to style in general. One of my favorite things is that I’ll have guys send me photos of them getting ready and they’ll show two different types of shoes with their outfit and ask me which one works better. It’s so cool to be able to have that direct connection with someone who may be thousands of miles away. I’m definitely more focused on being available, being approachable and being someone who people feel comfortable reaching out to, knowing that I’m going to provide solid, honest feedback. I’m not about making people feel that fashion is unattainable or that I’m living some lavish lifestyle that is out of their reach.”

Now let’s talk campaigns. What are some of your favorite brands that you’ve worked with?

“I have an ongoing partnership with a brand called Greats, a Brooklyn-based sneaker company that is one of my favorite brands in general. They are awesome. I love what they do. I love their product. Their whole business model is great. They give me and my wife the freedom to really create some amazing content for them. We work together on a lot of stuff which is fun.”

Is there a brand you aspire to work with?

“In thinking about a brand that I would aspire to work with, as someone who loves sneakers, I would love to be able to collaborate with a shoe brand either on an existing product line or get involved from the ground up in the design process. I don’t look at it like, ‘I need to work with this brand,’ or ‘I need to work with that brand,’ it’s more of trying to be excited about the brands I am working with. Helping them while also being true to my brand and my values.”

What inspires you?

“The thing that inspires me most is being able to have an honest impact on people. Whether that’s giving them on idea on what they can be wearing or giving them more confidence to try a new hairstyle, whatever it is, I’ve been where they are before. Having an impact and helping people be the best version of themselves is what inspires me more than anything.”

Let’s talk about your peers, other male fashion influencers. Help me understand the relationship you have with them.

“Within the male fashion influencer space, it’s a pretty collaborative scene.  It’s not competitive, in my experience. Because I feel strongly that I want to provide as much value as possible, if it’s realistic to think someone else is going to provide more value for a specific style or brand, so be it. I would obviously love to get every job and work with everybody but that’s just not realistic. I don’t feel competitive but instead I feel inspired because many of the other influencers are just killing it. Many of them produce content that I follow that inspire me and give me ideas to tweak my content. I choose to look at it as a much more a motivational factor and to be excited for these guys and their success.  There have been opportunities where brands have come to other influencers and say ‘We actually need three more guys, can you recommend anyone?’ and because we have good relationships and they trust my ability, they offer my name to the brand. I’ve gotten several jobs because of this. I like to be up front and honest with my peers that we’re all in this together. This isn’t something we need to be fighting against one another.”

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Fasten Your Seat Belt: Influencer Marketing Will Dominate Ad Budgets by 2020

“Ladies and gentlemen, the Captain has turned on the fasten seat belt sign. If you haven’t already done so, please return to your seat and fasten your seat belt.” 

For those of us working in digital marketing, it’s time we consider buckling up too.Since 2013, influencer marketing has hit the runway with many of the top brands in the U.S. relying on this marketing tactic to create word-of-mouth awareness around hundreds of thousands of products and services.

Welcome to IMS flight 2020 

In 2013, I managed an influencer marketing program for a publicly traded company in Arizona. Back then, most advertising budgets were newly focused on display advertising while influencer marketing was new and unproven. My colleague, Cristine Vieira, and I had some early success with influencer marketing campaigns, primarily with bloggers, and wanted to scale by leveraging technology. Unfortunately, we couldn’t identify an existing technology to meet our needs. So, we decided to build our own.

We launched Find Your Influence in 2013 and were quickly able to create a network of influencers who were looking to connect with brands appealing directly to their followers. Today our influencer platform includes a community of influencers exceeding 100,000, an attractive quality to some of the largest household brands.

Over the past five years, we’ve been fortunate to be a part of the takeoff of successful influencer marketing solutions (IMS). However, this industry has not yet reached its cruising altitude. What’s coming in the next two years will, however, allow brands to scale and reach greater heights. 

In 2017, ChiefMarketer.comcited a study by ANA and PQ Media showing that brand spending on influencer marketing is expected to reach $101 billion by 2020, a 25 percent increase over 2016. While advertising budgets themselves aren’t growing, the influx of dollars toward influencer marketing will be shifting from traditional media advertising: television, radio and print to influencer-driven campaigns. 

It’s also interesting to note how advertisers are responding to this relatively new tactic. According to findings from a 2018 survey by the Association of National Advertisers, “Advertisers love influencer marketing.” The report further explains “…a full 75 percent of their companies currently employ the discipline and 43 percent are planning to increase spending over the course of the next 12 months.” Seeing this type of growth already planned proves that we are on the edge of something special. 

Your life vest is located under your seat  

As brands begin investing more dollars into this marketing channel, the influencer community will begin to look like the TSA line at an international airport – – countless people trying to make their way through the process. The number of influencers available to brands has not reached its full potential either. Everyday there are hundreds of fresh voices trying to become the newest large-scale influencers.  

Influencer reach is the first-class ticket for a brand. Everyone thinks that being an influencer is an easy gig, when in reality, it’s really quite hard. These influencers must focus a significant amount of time on establishing their brand, keeping up with relevant content and building a follower base. As far as engagement, they either have it or they don’t. 

I’m often asked what brands are really looking for from influencer marketing. The answer is simple: brands today are trying to target the 12-35 age range. They can do this through many advertising channels, but most efficiently through influencer marketing. Influencers will be getting younger as brands demand to reach these younger audiences. 

With the shift in ad dollars leaning more heavily on influencer marketing, how do you know if your brand is ready for influencer marketing? Start with these five questions. 

  • What is the level of brand awareness for your product or service? 
  • Are you reaching your target audience four or five times with the same campaign? 
  • Which marketing channels are underperforming for your brand? 
  • Are you ready to amplify your message across social media? 
  • With a low cost to entry, isn’t word-of-mouth advertising (influencer marketing) worth beta testing to start? 

Please take a few moments to locate your nearest exit

A recent Forbes piece opened with, “Influencer marketing is having a moment right now.” Sure, you could call it a moment. However, it could be more aptly described by flight control that influencer marketing has been cleared for takeoff.  

A recent report by Forrester, “New Tech: Influencer Marketing Solutions, Q3 2018” looked closely at 34 influencer marketing solutions, yet noted that there are nearly 100 vendors in the space.  A market so large can’t thrive but will begin to consolidate in a similar fashion to how digital technology solutions have consolidated over the last decade. Display advertising was the perfect example of there being 100 different companies and over time, they all began consolidating and becoming larger media companies together.  

Consolidation is the next destination on the IMS journey when you look at the global financing history. CB Insights shows funding peaked in 2015 with 45 deals netting $169 million. While the number of individual deals peaked in 2016, funding has continued to decline year over year, proving success with those solutions that continue to meet the needs of large brands. 

Sit back, relax and enjoy the flight

If we look to 2020 as the point we reach cruising altitude with greater demand and a larger community of influencers, we will then shift our focus to the horizon. To avoid turbulence for your brand or to avoid getting lost in the inevitable jet stream of your competitors, request a demo of the Find Your Influence platform today. 

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Broader & Louder: Content Amplification With Influencer Marketing

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By Courtney Moser

“Can you hear me now?”

This simple phrase made infamous by a phone company years ago illustrates the frustration many brands face online today. The internet is so cluttered – with companies, consumers, blogs, social networks, readers, advertisers, you name it – that standing out and being heard can seem impossible. What used to be an opportunity (connect with your customers anywhere in the world!) is now a challenge.

The solution for this challenge is ever evolving. Just when it seems like we have the answer (Google! social media!), there’s a software update or algorithm change and brands are once again lost in the digital hustle and bustle of progression. But, this isn’t a glass-half-empty kind of article. There are plenty of emerging opportunities for companies to be heard.

Influencer marketing presents a powerful way for brands to partner with individuals who have an influential voice online – whether that’s in a specific blogging community, a niche market or on specific social channels. This updated form of word-of-mouth marketing can help brands increase reach, awareness, affinity and even intent to purchase – while connecting with consumers and engaging target audiences.

“Partnering with influencers helps get your message in front of a much larger audience and drive conversions, as well as help accelerate buyers’ decisions,” according to this MarketingProfs article.

There are different tactics within the influencer marketing umbrella, with the most popular being content creation – in which a brand gives participating influencers a topic or idea and has them create original blog or social content around it. Content amplification, however, is equally as valuable and actually an easier process. It’s centered around the practical concept of using what your brand has: giving new life to old words, images or campaigns.

With content amplification, you can take impactful brand content you already have, and ask influencers to promote it. Marketing Land refers to these influencers as the “Megaphone” for a reason. With content amplifiers, you can repurpose clever messaging or impactful content and reach new audiences with different methods, across multiple channels.

Your branded content may be a video or article that didn’t get quite the traction you were hoping for the first time around. Or, it may have done so well last year that you feel it deserves to be seen again. Either way, influencers can help you expand your reach by linking to it from their blog, posting about it on social networks, and more.

It’s been found that a small percentage of your content actually generates the majority of shares and links. The takeaway? “Focus 20 percent of your time on creating fewer high-quality pieces of content and the other 80 on promoting that content,” according to Larry Kim in this article. This supports content amplification efforts, and illustrates the value of increasing promotional tactics with influencers – you can save your resources and still make an impact.

“Start where you are; use what you have; do what you can.” Those words from Arthur Ashe were not necessarily meant for influencer marketing, but they describe the opportunity within content amplification. Are you going to take advantage of it?

Learn more about influencer marketing best practices here.

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How to Win Fans and Influence Consumers: Communicate Frequently

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By Courtney Moser

 

“A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.”

As Scott Cook, the founder and CEO of Intuit, said in this Forbes article, times are changing. The immense amount of opportunities for global, instantaneous connections spanning people and places means that brands and consumers – and their relationship with each other – are different than they used to be.

The one constant? Communication. Although the meanings and methods may change, the importance and core of communication remains. Brands are no longer in total control of their image, for instance, because consumers now have platforms of their own in which to communicate and share. Anyone can do research on a product or service and find consumer reviews, tips, message boards and more – impressions are no longer limited to traditional advertising.

Brands can embrace this evolution of communication by utilizing influencer marketing, which empowers you to communicate to a group of people through an influencer. These influencers – typically high-reach bloggers or social media advocates – share messages, promote products and cultivate partnerships. It’s word-of-mouth marketing on a larger, digital scale.

“People expect brands to talk with them rather than at them,” according to SocialTimes. “They no longer expect brands to sell to them, but to entertain and inform them. In this new paradigm, influencers are a force to be reckoned with. Brands can strategically partner with the right personalities to spark organic conversations and seduce their followers.”

The way a brand, and their influencers, speak with consumers can create communities and impact sentiment. Successful, strategic communication that’s aligned with brand messaging can lead to meaningful conversations, increased awareness, and much more. An effective influencer can turn other consumers into loyal brand advocates.

Once a brand starts using influencer marketing, of course, communication only becomes more important – only this time, it’s internal rather than consumer facing. It’s critical to work with your influencers to align expectations from the start, and stay in the know with their timeline and content. It’s also beneficial to keep them in the loop with your company, products and launch dates so that they can better plan and craft quality content.

The Find Your Influence (FYI) influencer marketing platform, for example, includes a message center to make communication between brands and influencers faster and easier. Every time you log in to the platform, you can check your messages along with campaign goals, progress, and more. This helps centralize communication and gives brands and influencers more time to focus on what really matters in one place, as opposed to checking multiple accounts or delaying timelines.

How you communicate with both consumers and influencers matters. Influencer marketing can make a big impact, but it’s also important to ensure you choose the right influencers and platforms in which to market your products or service. To learn more, check out FYI’s best practices blog series here.

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