Influencer marketing has come a long way since its inception. In the early days, it was still relatively unproven, and brands were mostly hesitant to invest in influencer-driven campaigns–partly because they weren?t convinced of the value, but also because it was hard. Setting up and managing influencer campaigns could be labor-intensive and time-consuming.
From finding the right influencers to managing the relationship and measuring the results, building a robust influencer strategy was a challenge. Furthermore, many companies didn?t have the resources or expertise in house to handle it.
But as the industry matures, we are seeing the development of tools and platforms that simplify the whole process. What impact will these platforms have on brands, influencers and the industry as a whole" Let?s take a look, shall we"
Problem No 1: Finding the right influencers
According to the Augure 2015 State of Influencer Engagement report, finding the right influencers for their campaigns is a major challenge for 75 percent of brands.
It?s understandable: With an increasingly huge amount of influencers out there, it?s challenging and time-consuming for brands to find just the right ones for their campaigns–not to mention audiences are expecting more from influencer marketing. Simple product placement no longer cuts it. True success comes from great brand and influencer synergy and a healthy dose of creativity. But how are brands supposed to find the right influencers"
The same Augure study reveals that the tools most brands use to find influencers aren?t the most effective ones. Although Twitter is the most used tool, the brands surveyed aren?t convinced by its effectiveness. Instead, brands are finding influencer marketplaces and identification initiatives far more effective.
These databases tend to help brands find the right influencers for their campaigns and save time in the process. So it should come as no surprise that companies are looking to...