In an ever-changing world, brands must acclimate to new realities. However, the fundamental notion of brand building remains the same: brands need to create and build trust with consumers and be authentic in their messaging and in what they stand for.
Dalam beberapa tahun terakhir, kita telah melihat pemasaran influencer semakin populer. Ketika merek mencari cara untuk membangun hubungan yang lebih dalam dan lebih personal dengan konsumen, banyak yang melirik influencer media sosial dan keterlibatan signifikan yang dibanggakan oleh banyak dari mereka di berbagai saluran seperti YouTube, Instagram, dan TikTok.
WARC estimates that brands in Ireland will increase their social media ad spend by 24% this year, which is a stark reversal from the drop of 2.4% in 2020. The trends in Ireland are consistent with those across Europe. Research from IAB Europe found that creator marketing (influencer marketing) investment in Europe increased 14% to โฌ1.3 billion, noting further growth expected for 2021. In addition to increased interest from advertisers, the pool of influences continues to rise. According to Nielsen InfluenceScope, there were 93,437 Irish influencer accounts with more than 1,000 followers on social media platforms in August 2021, a 58% increase from 2020.
Mengapa merek semakin mempertimbangkan influencer sebagai bagian dari bauran pemasaran mereka?
Dunia influencer sangat luas, dan tidak hanya terbatas pada selebriti terkenal. Meskipun dukungan selebriti bisa sangat kuat, influencer media sosial adalah peluang yang berkembang untuk merek, karena mereka memiliki hasrat untuk subjek khusus mereka, membuat konten mereka sendiri dan berhubungan erat dengan kehidupan sehari-hari para pengikut mereka. Orang-orang yang mengikuti mereka secara aktif memilih untuk melakukannya, dan karena alasan tersebut, mereka dapat menjadi pendukung merek yang kuat dan membantu mendorong niat beli. Menggunakan topik khusus untuk beresonansi dengan pengikut mereka menawarkan kemungkinan penargetan untuk menjangkau audiens tertentu untuk merek dan ketika dieksekusi dengan baik, pemasaran influencer dapat memberikan hasil yang berdampak.
Jadi, apa yang mendorong kampanye influencer yang sukses?
Like any marketing or advertising campaign, the success of an influencer campaign ultimately rests on its execution, and influencer marketing comes with its own unique set of challenges, most notably around transparency and authenticity. According to research conducted by the Advertising Standards Authority for Ireland (ASAI) in October 2020, over half (51%) of Irish consumers are concerned by a lack of transparency, and 59% consider influencers who do not seem authentic to be โannoying.โ Across the influencer campaigns measured by Nielsen Brand Effect in Europe, one-third of those exposed stated that the content was โirritating,โ suggesting that brands need to improve the strategies they employ in their influencer marketing efforts.
Konten yang baik adalah dan akan selalu menjadi fondasi dari setiap kampanye yang efektif, dan pemasaran influencer juga demikian. Konten yang buruk akan menyebabkan ketidaksesuaian dalam penyampaian pesan yang berarti bahwa, paling banter, konsumen tidak akan mengingatnya dan, yang paling buruk, akan menyebabkan konsumen membenci komersialisasi konten influencer favorit mereka.
Selama tiga tahun terakhir, Nielsen telah menjalankan pengukuran Influencer Brand Effect di seluruh kampanye influencer di Eropa untuk membantu para pengiklan dan agensi memahami dampaknya terhadap citra merek dan kecenderungan orang untuk membeli merek mereka. Metrik utama yang diukur adalah kesadaran merek, kesukaan, dan pertimbangan. Penelitian kami menemukan bahwa pedoman praktik terbaik berikut ini berlaku: Konten haruslah relevan dan otentik.
Konten yang relevan membantu mendorong niat beli. Dari kampanye influencer yang telah kami ukur, lebih dari separuh orang yang disurvei merasa bahwa konten yang mereka lihat relevan bagi mereka. Analisis kami menunjukkan bahwa 65% orang mengingat konten untuk kampanye yang mendorong kesukaan merek yang tinggi, dan hampir 60% orang yang terpapar pemasaran influencer mengatakan bahwa mereka cenderung ingin mencoba atau membeli produk tersebut.
Regardless of category, brands need to navigate the growing pool of influencers to partner with to ensure the authenticity of your brand and message. Once youโve identified the right influencer for your brandโby analysing their posts, follower comments and the products and services they enjoyโwork with them to create authentic content. Even when the ultimate goal is to sell a product or service, marketers are increasingly seeking ways to be perceived as authentic and real. This is where influencers can assuredly help. Consumers are more likely to align themselves with brands that share their beliefs and values. If followers trust an influencer and their recommendations, theyโre more likely to follow the brand and stay loyal.
In 2020, influencer Holly Carpenter became an ambassador of Dogs Trust Ireland. As Holly suffers from mental health issues, she was keen to promote her belief that โmanโs best friendโ could help people cope with and possibly overcome similar issues. As ambassador, she created a campaign for her vision, which was well received by her followers. According to Nielsen InfluenceScope, Dogs Trust Irelandโs Instagram account gained 30% new followers.
We believe the momentum behind influencer marketing will continue, particularly as the pandemic has inspired higher traffic on social media platforms. Social media and influencer marketing have become useful marketing options for brands looking to expand their online presence. To be successful, influencer campaigns need to be carefully planned, executed and measured to ensure they deliver on key objectives. When used well as part of the marketing mix, they can be successful in achieving key objectives, help build positive brand associations and ultimately drive purchase intent.
Metodologi
Wawasan dalam artikel ini diperoleh dari Nielsen InfluenceScope dan Influencer Brand Effect.
InfluenceScope is Nielsenโs data-driven solution to support marketers throughout the entire Influencer Marketing Lifecycle. We assess the social media users with over 1,000 followers or subscribers exercising influence, on digital platforms, over digital users and audiences. We select the personalities to suit the specific objectives within a desired time frame, pre-evaluate the mix of contents, platforms, personalities and measure the media value and ROI.
Influencer Brand Effect measures the extent to which an influencer marketing campaign has driven uplift in brand KPIs and perceptual changes among the target audience, utilising a test and control approach. Our solution can split out results by platforms and specific influencers post campaign (sample permitting), identifying the factors which were successful at driving brand KPIs and identifying effective creative elements, providing crucial insights and recommendations for future campaigns.
