Engagement and Influencer Marketing
It’s a tough world out there for marketers and advertisers – Their job is centered around reach and frequency. They want to get their message out to their target audience in the easiest manner available and for little as possible. Luckily for them, almost everyone has a smart phone and spends the majority of their day using it. It’s easier now than ever for marketers to get their message in front of eyeballs. However, this isn’t always the best route to take – they should be investing heavily with engagement and influencer marketing.
Marketers can’t just blast their audience with ads anymore. Users have become so immune to advertisements – it’s easy for them to just flip a switch and easily tune out all ads. Not to mention the increasing amount of people using ad blockers. That means wasted dollars for little to no impressions. Marketing and advertising campaigns now have to get extra creative or think outside the box to find a new way to engage their audience.
This is where we start to see marketing campaigns rely heavily on influencer marketing and engagement marketing. Not only agencies but brands are starting to see the potential in these new types of marketing strategies. Tide recently executed a great campaign using both influencer marketing and engagement marketing. They partnered with a bunch of social media and YouTube celebrities to kick off their Tide Challenge campaign. These influencers have huge followings across social media and Tide was able to tap into their audience by working together to create unique content.
The campaign resulted in millions of views for the Tide YouTube channel and drove thousands of people to subscribe to the channel. By partnering with influencers and creating original content, users proactively engaged with the content in a more natural way, rather than being subjected to pre-roll advertising. Tide was still able to increase their brand exposure but without the risk of alienating a potential audience from too many ads.
At the same time, Tide used social media to connect and engage with their audience on a 1:1 ratio. That means every time Tide was mention on social media, a member of the social media team would respond. This level of engagement only helped to increase the awareness for the brand during their campaign.
Businesses and marketing agencies can learn a lot from the Tide Challenge campaign. People are more open and responsive to engaging with a brand if it comes on a recommendation of one of their favorite influencers. You see this happening all across the internet with bloggers, podcasters, and social media stars partnering with influencers to get their message to an audience. It helps if these brands have an active social media presence and work to build a community of their own. Keep an eye out and you’ll soon start to notice many more brands working with influencers to grow their awareness.