On average, a person interacts with more than 2,000 online advertisements per day. The commercials not only overwhelms but also leads to banner blindness. Further, the use of ad blocks by most people while online results in brands going unnoticed. The best alternative, therefore, is to engage an influencer.
An influencer by default is an extension of the brand. Finding the perfect fit, whose online presence resonates well with the brand’s mission and vision, cannot be overlooked. On identifying such an influencer, getting the most returns out of such an engagement can be achieved by; creating a long term engagement, encouraging creativity and being legally compliant.
Long term engagement.
The traditional practice in influencer marketing is working with influencers on a per campaign basis. Most of these campaigns last for days, weeks, or can extend to months but barely do they go for years. Such short term engagements are not only cost-ineffective in the long run but also does not guarantee maximum returns, since short term influencer marketing fall short of creating customer-brand allegiance
Long term influencer engagement, however, creates a benefit of the doubt in the consumers’ mind to the effect that the influencer may be using the said product, and that the same is not just a promotion gimmick. Casting such a shadow in the psychology of the consumers always results in astronomical sales. Further, it is cheaper to have an influencer on a monthly retainer for the long term engagement in comparison to one-off lump some payments made when the engagement is on a per campaign basis.
Freedom to be creative
Policing the influencer by imposing too many rules and regulations is detrimental to the brand. Influencers have a way and style which enable them cast a spell on, connect with and keep their audience glued to their screens. After a careful selection process of identifying an influencer, all one needs to do, is give the basics about the product and let the influencers creative juices flow freely as rigidity when promoting brands erodes such a hold which ends up in a loss loss situation.
Further, the fresh ideas injected by the influencer may just turn out to be the missing link apart from helping in cuting down on the cost of hiring independent creatives.
Being compliant with the legal regime in place, having a comprehensive contract with the influencer covering the terms and conditions of engagements and patenting all the intellectual property generated during the period saves both time and money. It prevents unnecessary battles that result from ambiguous contracts and intellectual property theft.