21 November, 2019 - brands
Disclosing influencer sponsorship in India will soon be compulsory, but what must brands do to remain authentic?
The fast-moving social media space continues to get complex by the day as people try to introduce creative methodologies to attract new customers. At the same time, the complexities of marketing can also be rooted in the audience that we are dealing with today. There is greater awareness about social media campaigns and the marketing techniques employed by brands to attract their target audience. So, if you chose an influencer to market your product or service, the concerted efforts of their influencing abilities and your brand’s transparency will make the biggest difference.
The Advertising Standards Council of India (ASCI) has begun the process of instating rules on influencer disclosure. At Teacup, we feel that this is a step that can help regulate the existing processes through which brands and influencers connect with each other. A #spon or an #ad could in fact position the influencer and the brand in a more positive light which showcases honest marketing efforts. As a result, we look forward to seeing more genuine collaborations that can improve a brand’s reputation and ROI.
There are a total of 10.7 million posts using #ad and 2.8 million posts using #sponsored another 229K posts use #spon to indicate that the posts involve a paid partnership with a brand. Interestingly, posts with these hashtags have done equally well because the audience values integrity and good content more than anything else.
When you decide to choose an influencer or plan a campaign for your brand, here are 5 tips to ensure your campaign remains genuine and relevant for customers, with or without a hashtag that discloses sponsorships.
- Work with influencers based on their performance metrics
The right influencer can help a brand position itself positively among the audience and achieve several business goals – larger audience reach, higher sales, more customers talking about the brand, etc. Since the key here is choosing the ‘right influencer’, you must take the time to find an influencer who has proven his or her mettle through actual performance metrics.
Talking about performance metrics, you must look for the performance of each post and not just the total number of followers the influencer has. The number of active followers who like the posts and engage with the content really demonstrates the effectiveness of that post. With Teacup Influence for example, users have access to each and every influencers’ performance metrics including platform-specific reach, engagement rate, sponsored post engagement rate and sentiment analysis, helping them make a more educated and ROI-driven approach to their selection.
- Find influencers who have a natural affinity with your brand
When Soha Ali Khan talks about the launch of the Voot kids app, she is more likely to influence parents since she is a parent as well. She currently positions herself as a mother and has loads of collab posts on her profile. But none of them look out of place and each one gets lots of likes and engagement because her collab partners are brands that she can naturally identify her personality with. An influencer who will be able to reach out and connect with your target audience naturally is more likely to achieve your campaign goals. The Teacup Influence platform equips users with influencer insights such as parental status, regional languages spoken, zodiac sign and personal likes and dislikes, that furnish brands with information that goes much beyond the influencer’s public profile.
- Find a genuine connect with the influencer
Brands must try to look for connections with influencer partners that go beyond the usual post-contact exchange. Gul Panag is famous as Miss Universe and a Bollywood actress, but our data on Teacup Influence unearthed she is in fact an adventurist, an aviation expert and she loves driving SUVs!
It is no wonder that her recent collaboration with Mahindra for the Mahindra XUV300 #HerDrive challenge received considerable acknowledgment and generated soaring engagement figures, proving how important the extra mile of influencer-research could prove for brands and the addition of #ad would hardly be a deterrent for the target audience.
- Analyse how previous collaborations have fared
An influencer’s collaboration track record can help marketers look for a pattern or trend on the influencer’s ability to attract the right audience, engagement and desired results for your brand. Relevance is key because an influencer with a poor collaboration history can reduce the impact and reputation that you may have built for the brand. Previous sponsorships also helps marketers target an audience who are already familiar with the influencer and their interests.
- Build long-term relationships with influencers
Brands are often frivolous with their influencer partnerships, going from one partner to the next with each fleeting campaign. This might result in short-term boosts, but in the long-run, the consumer loyalty starts waning. For businesses who want to maintain customer loyalty and build trust, it is first important to establish a strong relationship with a few key influencers, who over time become genuine brand advocates for the brand, with or without the #ad.
To find out how Teacup Influence can help start, plan and execute your next influencer campaign, email us at: email@example.com