Table of Contents
Today’s Influential People are Idols
Today, popular influencers act as a marketing army for brands. They lend their audience to the highest bidders. Fraud is rampant and justifies skepticism about celebrity influencers.
Despite FTC warnings, influencers rarely publish their posts as sponsors. It is important that Influencers be responsible for the products they are selling. It’s not too difficult to include the #ad or #sponsored tags.
Campaigns like Fyre Festival remind us of the importance of accountability. What happens after someone is affected? So far, the answer is “not my problem”.
When consumers are affected, they become part of the community they need to manage.
Marketers are Too Busy to Ask, “Can you Do It?” Instead of Asking “Let’s Do It”
A hyper-growth is vogue today, and we are not sure that it’s healthy or sustainable. What happens if the campaign or brand succeeds? Expectations are … more!
More Growth! More Market Share! However, in many cases, the brand has not planned more externality and more social responsibilities.
The real creator wins. A person who is dangerously exposed to creating something meaningful at their time. Influencers who develop an audience with a unique identity will win in the long run. Brands pay a premium for access.
The Rise of Branded Creators
Future Influencers will no longer be the marketing army for the brands. Instead of working for brands, influencers will work side by side with brands. They`ll hold their audience closer to their chest. They’ll have their own brand where they will sell their products.
Promising influencers will sign with accelerators, not agencies. That is if you sign with someone.
Agencies are value extractors. They charge influencers a 2040% premium for privileges placed behind the gatekeeper.
Accelerator programs teach influencers to be their own brand and run their own business. It’s already happening in China:
Today’s Celebrity. Tomorrow’s Micro-Influencer
Today’s influential brands and collaborations are scale-dependent. Think of Kylie Cosmetics and Project Rock. Top-class influencers and long production cycles.
Tomorrow’s model is within the reach of influential people of average height. Create and connect to your brand according to your brand’s behavior. Influencers move from selling branded items directly to the products they use.
Think of influencers as a holding company whose capital is the audience. Influencers who bring together brands through alliances are of great value. By sharing influencer audiences, you can avoid advertising network bid wars.
Own a Unique Audience
Paid media is a rogue game, the house always wins.
Brands used social advertising networks to gain market share. New brands don’t have that luxury. Venture capital-backed companies spend 40% of their money on advertising. Intensifying competition means more competitive bidding for the same keywords and audiences.
Everyone is trying to do the same and the market is simply oversaturated and users see the same ads on all platforms over and over, in the end, they just keep scrolling and don’t pay attention to the ads which results in less interaction and engagement.
In order to succeed, you will have to find a different method, and be unique and creative in order to bring more people to your brand.
Marketing Is an Arbitration Game
If the treaty is changed, a blank is created. The newcomer breaks the group of established old school retailers and then closed. In Fate Iron Dynasty twist, native brands are currently retail. The benefits of retailer experts have exceeded the cost of a bidding war for ads.
The notation changes.
Turning Eyeballs Into Customers
Today’s influencers are all eye-catching. But these eyes are on the external platform. Instagram, Facebook, Twitter, and Snapchat help you increase your followers, not your assets.
Marketing outlets will diminish or die. Instagram, Facebook, and Twitter will never exist. Sustainable brand’s experience to market and platform changes throughout their lives. To survive, the brand’s audience must be an asset in itself. The rules change.
Email Is Still King – Once Again
When it comes to communicating with customers and prospects, social media needs to be part of their marketing strategy, but many brands focus on the old tool, the email.
Platforms, such as Facebook, Twitter, Instagram, etc., think about the reliability of a specific platform twice twirly think about the reliability of a specific platform is that the brand and marketing personnel have to pay attention to it, you need to make a trend. Last year, the user got stronger awareness about how the social media platform works, especially how personal data is used.
The US Pew Research Center conducted in May-June 2018 discovered this:
– 42% of Facebook users took a break from using the platform for more than a few weeks.
– 26% removed the app from their mobile phone.
This does not mean that users and brands are socially abandoned, but they mean that the user has lost confidence in the platform. Instead, it is considered the best safe way to communicate with customers.
Finally, email is a medium that has never stopped growing.
It’s important to note that if your brand is thriving with Facebook and Instagram ads, it’s unlikely that your current customers will use the service in five years. They may still be your customers, but how do you communicate with your audience in the long run?
For most brands, the answer is email.
You don’t own your social profile-they belong to the network.
Some markets own mailing lists or SMS lists. Consumers do not immediately leave emails or text messages.
Email is also the next big thing.
Things to watch out for in 2022
– Winners of 2022 will move from social-first to email-first.
– The brand will stop paying influencers for “engagement”. Email is a property. Likes are not.
– Community that grows from its own target group. A product created based on the opinions of the community.
– Building your audience before launching makes it much easier to grow. Create good content.
– Take a long-term commitment – become a sustainable company.
– Influencers will be brand creators as well as hired marketing mercenaries. Curators of and for their own community.