3 Ways To Leverage The Role Of Influencers In The 2023 Marketing Mix
Chief Growth Officer of Gen.video . Expertise in impact space measurement and platform technology.
As marketers begin experimenting with new innovation and optimization strategies for 2023, a flexible and comprehensive omnichannel marketing mix will enable brands to stay ahead of new emerging marketing trends. Influencers have proven to be important in 2022, and many brands are ramping up their investment in influencer marketing for their 2023 marketing mix.
In my role as CEO of gen.video, a company that provides measurement and marketing solutions for influencers, I've learned a lot from my own experience and conversations with other industry professionals when it comes to identifying drivers and ideas. behind the decisions From these experiences and conversations, three ways to incorporate influencers into your marketing mix in 2023 emerge today.
What's the perfect way to reach Gen Z customers?
Conversations with Bethany Evans, Vice President of Media and Channel Marketing at The North Face, and Stephen Vigilant, Head of Business Development at Olipop, helped me understand the importance of brand state of mind when it comes to using influencers as an ideal resource for reaching young people. My segment of the target population. According to a recent survey, 97% of Z consumers cite social media as their favorite source of shopping inspiration, and 40% say they follow their favorite brands on social media.
Because powerhouse brands like The North Face and Olipop are so successful at leveraging influencers, it's clear that both understand their target markets' demands for attention. Gen-Z consumes content at an incredibly fast rate, which makes building a following on any channel a complex and time-consuming process that requires an incredible amount of research and dedication. That's why brands like this are looking to use the power of social media to reach Gen Z. Some models of choice include:
• Provide reliable models for different areas of life.
• Create short video content to meet the needs of fast thinkers.
• Create long-form live video content to delve into your specific interests
• Excessive emphasis on creating high-quality, relevant content that fully connects with their audience
In these and other ways, we can see many brands adding TikTok as an important tool for reaching these young consumers in their 2023 marketing mix. According to a January 2023 report by Statista, the attractiveness of this method is demonstrated by the fact that 21 .5% of TikTok users are between the ages of 18 and 24.
With TikTok's user base expected to exceed 97.6 million users in the US by 2023, the social media giant shows no signs of slowing down as a key resource for marketers to reach for young people.
How can brands use influencers to improve their social presence?
Social media marketing is one of the most potential marketing channels to snowball after brand building. The hardest part of social media marketing is indexing millions of users and creators to meet them. That's why many brands choose to use influencers who have already worked hard to build an audience that wants to see their content. When it comes to branding, many companies take steps such as:
• Facilitate content creation and brand presence platform.
• Try to get word of mouth quickly through targeted campaigns.
• Exploit the potential of raising awareness through knowledge of social marketing techniques.
• Provide content styles and strategies to drive specific sales and conversions that brands have previously overlooked.
Another colleague of mine, Josiah Ross, director of social media at Jared Jewelers, says Jared is currently using a multi-channel strategy that prioritizes Instagram, TikTok and Pinterest. Josiah says these platforms were important to their growth and prosperity, and Jared was their primary income.
Details like this explain exactly why tracking sales for every platform, publication, and influencer is so important when running these types of programs. Ross noted that Jared has started focusing on Instagram over TikTok based on ROI, an improvement that can't be determined by just looking at his CPM or CPE.
How can brands best benefit from the added value of influencer marketing?
Brands that don't prioritize influencer marketing may not be aware of some of the ways they can use this space to add value to their social media presence. Here are some striking examples:
• Create and strengthen brand loyalty for the brand on new platforms.
• Change of intent to influence branded channel content.
• Relevant, high-quality video reviews sharing engaging content on product pages to boost page performance.
Brand presence and loyalty are other important factors to consider, as I understood better thanks to Conner's social media manager, Christy O'Brien. O'Brien wants to raise awareness of the depth and variety of its product portfolio through influencers who use their products organically. In a saturated market, many brands see it as a powerful way to reach potential customers who are already in a good position to trust recommendations from their favorite influencers.
Will you be including influencers in your marketing mix in 2023?
Finally, a conversation with Alexa Lindes, Marketing Brand Manager of Segafredo Zanetti Coffee highlighted the importance of multiple campaigns/implementations throughout the year. This is an ideal strategy for determining which social media strategies will work best for your brand to determine which works best for your brand in a sample format.
As we enter 2023, it's exciting to see how the field of influencer marketing is evolving in so many areas. I hope this article provides helpful tips for marketers looking to build influencers at all levels.
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