Written by: Vickie Sullivan | December 15, 2020
Influencer Marketing: A Reality Check
Like many bright shiny objects, influencer marketing faces a reality check. According to a recent Martech Series article, “ROI vs Awareness: Influencer Marketing’s Billion Dollar Question,” this marketing strategy remains strong. However, buyers are now focused on defining success in the age of COVID.
The interesting data ($22 billion in revenue by 2022, and 63% of buyers are increasing their budgets here) makes becoming a market influencer appear lucrative. Not so fast, though. These two factors influence your approach:
• Which is better: ROI (more sales) or awareness? Trend watchers say buyers need to pick one and then choose the influencer who can deliver. What that means for you: You also need to choose your focus and position based on that outcome. One-size-fits all approaches no longer work.
Listen: ROI vs. Awareness: 2 Factors to Help You Choose
• What do your followers really want? At 40%, how-to tutorials are most popular. What’s surprising is the second-most-popular type of content (37%): memes and funny content. A lot of us produce content designed to only educate our followers. (I’m guilty as charged.) Perhaps it’s OK, though, to take a break and share something funny once in a while. Consider this when planning your editorial calendar.
Not everyone will want to use this business model. Fair enough. But it’s good to know what buyers expect. Once you know that, then you can decide if and how you as an influencer can deliver.
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