Influencer Agency Guides

Influencer Marketing & Authenticity: How to Create Authentic Influencer Campaigns.

Jun 10, 2024 | By Chris Jacks

Influencer Marketing & Authenticity

Influencers continue to impact the world of digital marketing. From beauty brands to travel companies and fashion sites, businesses use the power of personality to engage and inspire diverse markets. Regardless of your location or industry sector, having the right people promoting your products makes all the difference in the world.

Not all influencer-driven campaigns are equal, however, with good partnerships based on creative ideas, shared values, and mutually beneficial relationships. Authenticity is key, and genuine people are worth their weight in gold.

In this guide, we’ll look at how to create authentic campaigns that work for your brand. When you align vision with strategy, and partner with the right people, you can bring any campaign to life.

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The Growing Impact of Influencers

The influencer marketing industry has grown by leaps and bounds in recent years. Driven by social media and the endless draw of celebrity, influencer-driven marketing has taken over the world.

The following insights come from The State of Influencer Marketing 2024: Benchmark Report:

  • More than 80% of respondents recognize the high quality of customers from influencer marketing campaigns.
  • Nearly 60% of respondents plan to increase their influencer marketing spend in 2024.
  • Finding influencers to participate is the greatest challenge for businesses that run campaigns in-house.

Focusing on Authenticity in Influencer Marketing

Like all forms of digital marketing, the devil lies in the details. Working with random influencers rarely succeeds, especially when you’re trying to forge a distinct brand identity. Instead, you need to find partners that understand who you are and what you’re trying to achieve. In the world of marketing, authenticity is about communicating openly and honestly with your customers. 

Online audiences are getting smarter by the day. They’re sold to endlessly on social media platforms, and they can spot fakeness from a mile off. In this highly competitive environment, putting a genuine face on your brand is the best thing you can do. When the words and actions of hired influencers are congruent with the vision and values of your brand, anything is possible.

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Thinking About Influencer Marketing Strategy

While influencer marketing is a relatively new phenomenon, it has already splintered into distinct forms. Traditional influencer marketing uses media personalities and celebrities to promote products and services. This is achieved through social platforms and established media outlets. These people have cultivated a large audience, and they’re already recognized as an authority in their field.

User-generated content (UGC) is another type of influencer marketing, and it’s an exciting alternative for many brands. Content creators may not have the same reach as famous influencers, but they craft content that resonates deeply with their audience. Instead of focusing on a few big names, UGC can be a great way to build an organic community around your brand.

When creating a marketing strategy that involves influencers, it’s vital to think about reach, resonance, and engagement. While partnering with a big star can be incredibly powerful, using a mix of creators and influencers often produces more genuine content. Star influencers can make an immediate impact, but integrating UGC helps to foster sustainable business success.

Consumers are increasingly jaded by scripted content, with the rise of UGC highlighting the importance of authentic and consistent messaging. Even if you decide to use big-name celebrities, you need to find people who are genuine about your products and services. Along with the type of influencers you choose, you also need to think about social media platforms, media formats, campaign budgets, and timelines.

Defining Goals for your Influencer Marketing Campaign

Once you’ve developed a strategy based on influencers and UGC, it’s time to define your goals. They will determine how you approach the campaign, affecting your budget and influencing your expectations going forward. Modern businesses use social media in very different ways, so it’s important to be clear about what you want.

For example, influencer-based campaigns can be used to:

  • Launch products and services
  • Build brand awareness
  • Convert interest into sales
  • Enhance customer engagement
  • Develop brand loyalty
  • Improve business reputation

Digital marketing has many applications, and a cookie-cutter approach rarely works. Instead, you deserve a tailored strategy that takes the needs and expectations of your business into consideration. In the vast majority of cases, success comes from crafting a customized and targeted campaign. When you collaborate with a proven agency and find the right influencer partners, you can build a campaign based around your goals.

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Finding “Perfect Match” Influencers

Once your campaign objectives have been clearly defined, it’s important to identify influencers and content creators. To create authentic messaging, the people you choose need to fit your business like a glove. You want influencers who share your values, understand your aesthetics, and align with your brand. When you recruit influencers with similar interests, you’re more likely to reach and engage your target audience.

Regardless of what you’re selling, messages travel further when they resonate with the market. Despite the wonders of modern technology, social media largely functions as a high-speed, hyper-connected version of word of mouth. People use trusted online communities to gather social proof, sharing information and making recommendations. While this type of viral marketing can be difficult to engineer, aligning with the right influencers is the perfect place to start.

Creating Detailed Influencer Briefs with Freedom to Move

Along with finding the right people for your campaign, you need to create a clear and detailed brief. Even with the best intentions, influencers and content creators can’t read your mind. It’s important to provide them with clear directions, and offer them a guide in the form of examples. Delivering a great brief is not enough in isolation, however, with influencer marketing always involving a degree of freedom.

In the digital media world, influencer-based marketing is somewhat unique. Influencers are not employees, and they should not be treated as such. Instead, they are independent operators with their own power and reach. As a brand, you approach influencers because they align with your values, your vision, and your overall vibe. There’s a degree of trust in this relationship, with influencers needing creative freedom to produce truly authentic content. When you find the perfect match, providing direction without scripting delivers optimal results.

Influencer Marketing Case Studies at HireInfluence

At HireInfluence, we have built numerous successful campaigns for brands across the world. We work with leading influencers and exciting content creators to put your brand in the spotlight. The following success stories showcase some of our great campaigns:

  • We worked with Joah Beauty to help them build a stunning beauty empire. Our influencer-driven campaign showcased the unique features of their product range, generating authentic buzz among beauty enthusiasts. We found influencers with natural looks to align with their brand vision and product line.
  • We partnered with Nickelodeon to launch the #TMNTxWalmart campaign. The brand was excited to showcase its Teenage Mutant Turtle line, and we found the right influencers to make it happen. We worked with leading family influencers and content creators to shine light onto Nickelodeon.
  • We helped Taiwan Expo to achieve new levels of exposure online. The team behind the expo wanted to share their culture with the world, using both traditional marketing campaigns and influencer promotions. We partnered with influencers on Instagram, including leading names in family, lifestyle, and travel socials.

Creating a Compelling Influencer Marketing Campaign Arc

OK, you’ve created a thoughtful strategy, set clear goals, and found the perfect influencer to set your campaign on fire. You’re well on your way to success, but there’s one more hurdle to overcome.

Before you set your campaign in motion, you need to create a clear and compelling narrative that works for your audience. Digital campaigns don’t pop out of nowhere. They need to unfold in time and space. The campaign you create needs to follow a compelling story arc.

This is dependent on the product and its target audience, and it’s also influenced by social media platforms and media formats. From a practical perspective, building an influencer campaign involves setting budgets, making timelines, and analyzing results. You need to roll out posts at certain intervals, make sure people are paying attention, and analyze results based on real-world sales. While each brand and product is unique, the best campaigns inspire people to take action without being overwhelming or seeming pushy.If you want to take your influencer marketing to the next level, HireInfluence is ready to help. We work with leading online personalities and deliver engaging media campaigns that inspire people to move. To find out more about our process, please contact our friendly support team today.

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ABOUT THE AUTHOR

Chris Jacks is an influencer marketing professional with over a decade of experience in the digital marketing sphere. As the Director of Growth Strategy, Chris oversees and drives strategic initiatives to fuel business expansion. With a keen eye for market trends and opportunities, Chris develops comprehensive growth plans and aligns business objectives across cross-functional teams. With a strong focus on crafting impactful, ROI-driven influencer campaigns across multiple sectors, Chris utilizes his expertise to enhance market positioning and maximize results.

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Brands we’ve worked with
target
adidas
honda
coke
wb
mtv
oreo
ebay
ricola
mcdonalds
microsoft
nfl
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