Read on Twitter
Hot Take
Most brands in influencer marketing don’t know what they are buying...
...and end up with expensive banner ads.
Here’s why
Most brands in influencer marketing don’t know what they are buying...
...and end up with expensive banner ads.
Here’s why
1/ Control
Marketers want the control of an Instagram ad, with the authenticity of
influencer marketing.
This is an oxymoron.
Marketers want the control of an Instagram ad, with the authenticity of
influencer marketing.
This is an oxymoron.
2/ This Brand Control....
• Sterile IG Captions
• Robotic Ad Reads
• 2 Brand hashtags
...Undercuts the very authenticity you are buying.
• Sterile IG Captions
• Robotic Ad Reads
• 2 Brand hashtags
...Undercuts the very authenticity you are buying.
3/ Getting to Authenticity
You realize influencer marketing is about the creator & their community.
Not you & your brand.
You are buying this connection. Lean into the authenticity.
You realize influencer marketing is about the creator & their community.
Not you & your brand.
You are buying this connection. Lean into the authenticity.
4/ Transactional vs. Relational ads
Smart brands realize influencer is relational advertising.
The rest are just buying expensive banner ads.
Smart brands realize influencer is relational advertising.
The rest are just buying expensive banner ads.
4/ I made the same mistake.
Our guidelines used to look like this...till @DavidDobrik refused.
He wanted to talk about supporting his mission to get World Series Tickets for his bf ...not our deal score
Our guidelines used to look like this...till @DavidDobrik refused.
He wanted to talk about supporting his mission to get World Series Tickets for his bf ...not our deal score
6/ This ad shifted our influencer strategy from transactional to relational
6/ This shift blew our previous results out of the water...
And it makes sense...
Once you insert brand speak, you destroy the power of influencer marketing.
And it makes sense...
Once you insert brand speak, you destroy the power of influencer marketing.
