What brands should consider when working with influencers?

One of the first steps in influencer marketing is choosing the influencers to contact. Source: Shutterstock

INFLUENCING marketing has really become mainstream

Although it is not a new marketing technique – celebrities and authorized figures have long been used to promote brands – the rise of social media has given birth to a greater number of influencers

The mass tracking of these influencers represents a fantastic opportunity for companies to use them as a platform to extend their reach , increase sales and create reliable recommendations for your brand.

However, for companies looking to explore the marketing of influence,

At the Asia Influencers Carnival Event and Awards (AICA) held yesterday in Kuala Lumpur, Kenny Ong, MD of & # 39; Universal Music, Malaysia, Singapore and Indochina, shared his tips on brands should consider when to choose an influencer.

Followers VS Fans

According to Ong, when it comes to choosing an influencer to work with your brand, you should look beyond the numbers. Even if an influencer can have a lot of followers, that does not mean that it will bring you value.

A mark should begin by examining the demographic composition of an influencer and its geographical origins

. ] For example, a brand based in Malaysia could find an influencer with more than 50,000 subscribers, without noticing that the majority of them come from other countries.

Similarly, if you are a brand selling women's products, you must check that the follow-up of an influencer with whom you wish to work has a large female clientele.

"So followers do not mean exposure because you have to understand demographics," Ong said.

In addition, when they choose an influencer, brands must remember that fans are different from fans. said Ong.

An influencer may have a prolific follow-up, but a large part of them may not be true fans, who will ultimately be the ones who will share the branded content and spend the money

c & rsquo; Is money. Will your fans spend money on you? In addition, we are at a time when buying and loving is easier than ever.This raises the question of whether the influencer you choose has an audience that interests you. really to content or it's only a bot.

Posting VS Marketing

To decide an influencer, it's wise to take a shot at Look at what the potential star of social media already displays, how they work with other brands and the type of engagement they get.

According to Ong, you want someone to ################################################################################# One that does more than just upload a selfie with your product The pre and post marketing component is the key to keeping your followers engaged

"If you take Arianna Grande for example. Before she launches a single, you will see every three days a new post on the song, a month before. And we will have a new post on the song every three days after the release of the song. That's marketing, "says Ong.

"Many brands focus only on the display and not on marketing. If you are going to work with influencers, please get them to help you plan the marketing around their messages, "adds Ong.

Influencers Are Different From Advertisements

Before setting up an Influencer marketing strategy, to understand that influencers and advertisements can not be treated the same way.

"For commercials, you can control, but for influencers it's different.Because the thing with influencers is that they do something in their own way," said Ong at the & # 39; 39; audience.

The authenticity of influencers is what consumers today need. Influencers are the true experts in content creation here. Thus, brands that allow influencers to demonstrate their skills will ultimately get the best results.

It is, of course, important to provide guidance on what you are looking for in a campaign, otherwise you may end up however, if brands want total control over the content, then marketing influence it's not theirs for them.

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