Team IZEA’s Addi McCauley, Executive Director, Client Development and Strategy, took part in a panel discussion with Tinuiti on March 3 called “The New Blueprint for Social Measurement Given Privacy Changes,” giving her perspective on the influencer marketing industry.
5 Ways Marketers Can Adapt to Changes in Influencer Marketing
1. Remember the value of working with influencers
Work with influencers that specifically post content geared toward certain audiences, like new moms, for example. This content is highly targeted organically.
“A creator knows how to connect with a particular niche audience,” Addi said. “As it’s harder and harder to maybe get to the exact right targeting” it’s important to remember that “influencers really know their audiences.” That shows the value that influencers bring to the table.
2. Consider longer-term collabs with influencers
Influencers are being viewed as ambassadors and that allows them to collab with brands in an authentic way. Influencers want to be ambassadors for the brands they love.
“The fact that so many brands are starting to work with influencers on a much-more ambassador-esque relationship versus one-off activations really is showing the value of influencers’ ability to drive results for these brands,” Addi said. “We’re seeing a lot of brands lock creators in for months or even full-year commitments where they’re doing a lot of collaboration with them.”
More brands are even doing full-on product collaborations with influencers.
3. Look beyond the common metrics
Despite privacy changes there are other ways to measure a campaign’s success. Addi said that IZEA influencer campaigns are increasingly being measured beyond impressions and engagement.
“We’re also layering in things like brand studies or sales lift studies or foot-traffic studies that really show the overall behaviors that are being driven by that content.”
4. Try social commerce
Social commerce is growing. Brands can get in on the trend in many ways, like using third-party integrations to measure how many sales influencers are driving.
“In fact, with a lot of our clients here at IZEA we’re using partners like SmartCommerce and Click2Cart to be able to say, ‘You just saw a recipe with these ingredients, now go and be able to add those to your cart at Walmart,’ where you can then buy online and pick those up in store. I think we’ll continue to see that with a lot of the content happening across social to make it more shoppable.”
5. Keep it real
Addi also shared her tips and predictions for what this year will bring for marketers as they explore new platforms. She stressed the importance of making sure content is seamless.
“As the opportunities to really drive behaviors, especially purchase behavior — with things like live commerce, creating experiences in the metaverse, really tapping into new platforms where social audiences are starting to engage — making sure that the content is still authentic and easy to interact with within those platforms is going to be really critical for brand success.”
To work with IZEA, visit https://izea.com/influencer-marketing-solutions.
