3 Ways Brands Are Activating Influencers in 2017

Influencers have grown from a non-traditional method of brand promotion to one of the more effective strategies in all of marketing. Brands must build a connection with their audience in order to be successful. This involves gaining their attention, building trust, and making sure the entire effort doesn’t sound too much like a pitch.

Brand influencers bring a sense of authority and credibility to these efforts. They can incentivize viewers to check out content they may have otherwise passed on, and even help brands expand their audience in the long-term. Here are a few ways brands are activating influencers in 2017.

Brand Influencers Can Highlight Areas of Expertise

People like getting their information from those who are in the know, and brand influencers bring the necessary authority to boost a content’s reach. Brands want to be viewed as trustworthy, and this means enlisting the help of people who have plenty of experience in the areas they’re trying to focus on. Expert insight can also help a brand come across as more fact-focused and informative than salesy or pitch-based.

One of the best ways to use a brand is by appealing to the individual directly. A common practice in content marketing, brand marketing also benefits from a viewer-focused model. The easiest way to implement this is to allow for interaction between creators and their audience.

Using Influencers to Encourage Interaction

One of the most difficult things for many brands is getting a two-way conversation going. Interacting with viewers and subscribers is conducive to long-term engagement. People will stay around when they’re part of the discussion.

Brand influencers can incentivize even the most reserved individual to comment on and interact and share their opinions on a piece of content or even the brand as a whole. Influencers help brands acquire feedback this way, making it easier for them to adapt and grow.

Sometimes a brand may grow as a direct result of the feedback they receive. When there is a disconnect between a brand and their audience, influencers can function as a great way to bridge the gap. Sometimes a familiar face with a good standing is enough to put any brand on the right track.

Focusing on Specific Issues and Areas

Being a niche brand can be extremely difficult, as these lesser-known areas are usually harder to make an impact in. Though there may be less competition, those who specialize in these areas usually have high expectations.

For brands focusing on very specific issues and ideas with their efforts, sometimes getting the right influencer can truly put things in motion. A good example of this is Vanessa Selbst, a high-ranking poker player who focuses her efforts on various equal rights issues. Selbst is the top women’s poker player on the planet with earnings of over $11.6 million. As a Texas Hold’em standout, Selbst has been an advocate for women in sport for many years. Her high profile has been an asset to influence young women to start playing poker and other sports.

Brands are using influencers when narrowing their efforts, allowing them to gain the proper credibility when entering new territory. When it comes to gaining a good reputation quickly, being in good company is important.

Brand influencers can incentivize even the most reserved individual to comment on and interact and share their opinions on a piece of content or even the brand as a whole. Influencers help brands acquire feedback this way, making it easier for them to adapt and grow.

Author: Kar

Dr. Kar is in the Information Systems & Management area in one of the top QS Ranked universities of Asia/world. He has extensive experience in teaching, training, consultancy and research in Indian Institutes. He has published over 75 high impact research papers with hundreds of citations as per Google Scholar. He has also authored/edited a number of books. He is the Editor and Founder of Business Fundas. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.