The article discusses the evolution of influencer marketing, highlighting its transition from basic partnerships (1.0) to using influencer content in paid strategies (2.0), and now to a comprehensive approach (3.0) that encompasses all marketing channels. Keith Bendes emphasizes that modern brands utilize influencer-generated content across multiple platforms, ensuring such content has a social, relatable feel to enhance its effectiveness. The article outlines key strategies for brands to maximize these efforts, including planning content needs in advance and ensuring all potential uses of the content are briefed thoroughly.
1. Design With The End In Mind: This means mapping the owned and paid content needs before an influencer campaign is scoped. This includes detailing every ad placement spec (size, length, file format, etc.) to create a grid that can be populated with creator content once it's produced.
2. The more the content feels social, raw, relatable, authentic or whatever word you want to use to describe the magic that is social-first content, the better it performs.
#influencer-marketing #marketing-strategy #content-creation #digital-advertising #brand-partnerships
Collection
[
|
...
]