In our latest Brilliant Reads, we will show you why influencers are as important as ever, how influencers can help shift brand perception and the key to keeping it simple. We also invite you to apply for a place at our upcoming master class on influence marketing, led by Brilliant Noise and featuring our influencer campaign for EDF Energy (currently nominated for two Drum DADI awards). Click the link below to sign up.
Three reasons why they’re as important as ever
One of the main reasons influencer marketing is important is because the way people shop and make decisions about purchases has clearly changed. People will trust a recommendation from a peer over your company’s website or Google any day. And this is where the power of influence comes in.
- Customer experience – Influencers can provide important touchpoints with your brand that have more weight than the content you produce directly. People would rather learn from their peers than from a seemingly faceless company.
- Social media advertising is growing – According to Adobe Digital Insights, 50% of Generation Z and 42% of Millennials report saying ads on social media are most relevant to them. With its unrivalled visual storytelling power, Instagram Stories leads the way when it comes to commerce-driven online advertising.
- Standardisation – Transparency has always been essential to maintaining trust as well as good practise. Better standardisation is great news because it means there’s less opportunity for fake followers, fraud and general bad practise. Influencer marketing should be relational, not purely transactional. Standardisation means the relationship between influencer and brand will be strengthened and based on trust, enabling them to benefit from each other for maximum growth potential.
Influencers: three reasons why they’re as important as ever – Brilliant Noise – 3 min read
Beyond energy: how influencers helped bring EDF Energy into a whole new marketplace
To support our client EDF Energy’s brand new electric vehicle (EV) offering, we created a film series celebrating the Great British road trip. EDF Energy are already the UK’s largest producer of low-carbon energy, so we were excited to get involved as they expand into low-carbon travel.
Electric Adventures is an influencer-led five-part series featuring influencers like Jim Chapman, Mother Pukka and The Michalaks. The campaign’s purpose is to raise mass UK awareness that EDF Energy now provides an end-to-end solution for electric vehicles.
Each episode features a classic British road trip – with a twist. We gave each influencer an electric car and filmed their electric adventure – busting myths along the way about what it’s like to drive and run an electric car.
You can watch the series and read about how we created this relentlessly customer-first and data-led influencer campaign below.
Ever bought a car from an energy company? – Brilliant Noise – 4 min read
What you should really be trying to achieve with influencer marketing
Because of the distrust in advertising, influencer marketing is exploding as a way of gaining trust with increasingly discerning audiences. But a lot of brands are set up for failure because they’re measuring the wrong metrics or using the wrong model.
Pinpoint your metrics for success
The main thing most brands want to see is cold hard cash, so conversion is a major expectation. This is an easy metric to affect if you’re a commerce brand – especially fashion. You can advertise a product through a person that will influence your audience and watch the sales roll in.
But that doesn’t deliver long term value. And it isn’t a one-size-fits-all theory. Sectors like financial services, utilities and entertainment need to use different methods to reach audiences and consider different metrics to measure success.
Relevancy is the backbone of effective influencer marketing
Staying relevant is life or death in a crowded market so choosing the right influencer is integral to gaining and maintaining relevance. The right influencer or influencers can increase your relevance with a target audience, a new demographic or reach new niche audiences that are difficult to reach through traditional advertising.
Maintaining relevance in your target audience can provide longer-term value like an improvement in brand sentiment, repeat custom and brand advocacy which are arguably more important for the longevity of your brand but undoubtedly harder to measure.
What you should really be trying to achieve with influencer marketing – Brilliant Noise – 3 min read
Advocacy not endorsement
The idea that your brand is not what you say it is, but what other people say it is, is nothing new. And this has never been more true than in the digital age. As we become more and more immune to traditional advertising, we listen more to our peers when it comes to understanding a brand or a product’s value. This is where the power of the influencer comes in.
At Brilliant Noise, we practise a simple approach to influencer marketing for the brands we work with that’s based on being mutually beneficial for the influencer and the brand. Here’s some points from our thinking.
- Be a friend to your influencers
- Use grassroots influencers
- Do your research and ensure they are relevant
- Endorsement is not influencer marketing
- Have clear goals
Influencer marketing can help you gain or increase trust and awareness in your target audience. It can help you amplify your message, encourage action and persuade your audience. But when it’s done badly, it can make both parties look insincere and be bad for your brand’s reputation.
Advocacy not endorsement – the key to effective influencer marketing – Brilliant Noise – 2 min read
How to use influencer marketing to change brand perception
Influencer marketing has caused a radical shift in advertising. It’s now synonymous with fashion, tech, fitness and beauty.
But what about other industries? Will influencer marketing work for an energy supplier? What if you want to totally change brand perception? Or become famous for something you’ve never been known for? Does it work then?
Join us at our next event for vibrant and inspiring presentation sessions from market leaders such as EDF Energy and Gleam Futures on how to use influencer marketing to change brand perception. Featuring an in-depth look at our award-nominated Electric Adventures campaign with EDF Energy. Click the link below to sign up.
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