4.3 The Largest Overlooked Influencer Marketing Opportunities:
Content is the most valuable currency brands can create with influencers.
It builds relationships and the resulting content gives both the brand and influencer exposure. That same content can also be leveraged by the brand for marketing programs.
Another missed opportunity is that brands do not pay enough attention to identifying who is already advocating for the brand and influencing communities at all levels – not just those in the celebrity category. Activating advocates at every level should be a part of every brand’s influencer and community management efforts.
One central piece of influencer marketing advice for brands:
Give to get. Always lead influencer engagement with what the brand can do for the influencer. An empathetic view of influencer collaboration will inspire far more effective outcomes than just a transactional approach alone. See working with influencers from a long term perspective, not just as advertising campaigns.