"If you aren’t already using influencers as part of your marketing remit, then 2022 is the year to re-think. By taking a long-term view of influencer marketing and working with the right talent, you can build genuine brand advocacy through idea-driven, creative content that communicates the unique perspectives of brands and influencers alike."
It's not us who say this. It's our fellow Sherpa Emma Wills who lives and breathes Influencer Marketing and has been consulting major brands on their influencer strategy. A few weeks ago, Emma took the time to write an article exclusively for Sherpa Society. An excerpt was featured on our 2022 Whitepaper, so it may look familiar to those of you who have read it. Today we are sharing it with you in its entirety.
So, according to Emma, here are some key things to consider in your influencer marketing efforts this year:
Think outside Instagram! Instagram is a great channel but it’s time to start thinking about how to broaden the reach of the content that these amazing creators produce and get it seen by as many people as possible. This could be through paid social (organic reach is a thing of the past), using influencer assets in-store at POS, amplifying your influencer content with a PR-able news hook, or even using influencers to engage more audiences with real life activations.
Embrace Social Commerce. 2022 is the year for social commerce. Before the pandemic, this was a new opportunity, with only the most innovative businesses experimenting. Now, it’s clear that social commerce will become an innovative complement to e-commerce, from IG shoppable feeds to FB live shopping Fridays, it continues to rise in popularity. It’s worth thinking about how you can use influencers in your social commerce strategy because more and more buyers are using social media to research and evaluate the brands they’re going to buy from. Don’t just think about social commerce as just the buy button, you should look at it in terms of telling a product story and influencers can play a key role in this entire buying process.
Look to the Metaverse. Facebook’s ‘Meta’ has officially launched – solidifying the social media giant as a visionary of the metaverse, which Zuckerberg sees as the future of the internet. Instead of using apps/websites from phones, tablets, and computers, people will interact with more immersive experiences via virtual reality, mixed reality, and smart glasses. But what does this mean for brands? Well, it’s time to start thinking about how brands can bring the online and offline worlds together – whether that be through gamifying social, interactive experiential, embracing AR as part of your social commerce strategy, or even thinking beyond entertainment and novelty. How can brands contribute to the creation of an inclusive and ethical virtual world using the metaverse as a force for social good and connected wellbeing?
👉 Find out what Emma Wills can do for your business.