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14 reasons why influencer co-creation is the way forward in influencer marketing

The Drum 02 Dec 2019 03:45
By Emilie Tabor-02 December 2019 15:45pm

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

Influencer marketing has made a name for itself due to the effectiveness of promoting products and services through influencers’ content on their social channels. By now, it’s no secret that followers really feel connected with and trust their favorite content creators and, consequently, their opinions and recommendations (we like to call it word of mouth 2.0).

However, as these classic partnerships with influencers improve and bring better results, brands and marketers are thinking of a way to innovate and leverage content creators’ power even more. “How?”, you might be wondering. The answer lies in co-creation.

Here are 14 reasons why fostering a co-creation environment involving influencers from the very beginning is something you should be (at least) considering for your brand:

  • The audience is exposed to new products and/or new brands
  • Puts the audience in a privileged spot, since events, products, and collaborations are often announced first on socials and the audience will be the first in the know
  • The audience gets deeper exposure to the brand, its values, and behind the scenes moments
  • Co-creations can provide inspiration, tips, and information for the audience
  • Co-creations are a great way to generate a ton of new beautiful content for their own feed
  • Influencers get to partake in big campaigns that their own influencer role models are a part of
  • They get to work and associate with their favorite brands
  • They get to act as a trusted source of review for their audience
  • They are exposed to new brands, exclusive products, events and more
  • Co-creations give the consumers an intimate exposure to the brand
  • Co-creations capitalize on person-to-person advertising in the most effective way possible
  • Co-creations authentically (and not obviously) alter brand perception through partner association
  • Brands can have a better idea of which and how products work best with their target audience since influencers should represent them, and for this reason, they avoid making mistakes in product development
  • Influencers feel more involved, and therefore show greater commitment to business objectives and brand values
  • Influencers are more likely to create earned content for the brand.

Danielle Bernstein vs. Onia

Arielle Charnas vs. Nordstrom

Camila Coelho and Aimee Song vs. Revolve

Designers vs. Moncler

For all the above said, it’s obvious that influencer co-creation can be a powerful tool. These content creators already have the authority and credibility with the target audience brands want to reach, so why not involve them in the creative process of product development and enhance their leverage even more? Influencer co-creation creates mutual value for brands, influencers, and their audience, and it really is the way forward in influencer marketing.

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Emilie TaborArielle CharnasOniaDanielle BernsteinNordstrom