Influencer Strategy for Brands
Some sectors and industries are going to be more appropriate for influencer partnerships than others. In the gaming industry, for example, 97% of views come from influencers rather than brands or publishers, and those influencers are averaging an engagement rate that has an ER30 of 4.1x (4x more engaging than the average video). Influential content creators like VanossGaming or Rooster Teeth are proving to be significantly more influential among gaming audiences than studios like Electronic Arts or Rockstar.
Of course, not every influencer or trend is going to be the right fit for your organization. Success lies at the intersection of your brand and each of the emerging video and platform trends that you may be considering. For a successful influencer strategy, that means matching your brand with the right platform and the right content to meet your audience’s expectations and your business goals. There are three key questions you have to ask yourself for your own vertical, in order to figure out the right approach for your organization:
- Who are my fans and what are they watching? Link with established influencers to leverage their brand equity and reach while delivering a quality experience.
- What are the content trends in my industry or surrounding my product? Maximize your message resonance by working with trending creators and content formats that both of your audiences will love.
- Who are the rising stars in my vertical? You may get a better return on your investment by working with the next big personality in your space — rather than a vertical leader — so keep a look out!
There’s so much potential for brands and publishers in this space, and all you need to do is start experimenting. For those of you who attended InfluenceTHIS with me this month, as well those of you who may have tuned in from afar, I can’t wait to see what kinds of influencer strategies you’re able to craft in the year ahead.