Tag: gordon glenister

Discover What B2B Influencer Marketing Is and How It Can Elevate Your Business Strategy

In the ever-evolving world of digital marketing, B2B influencer marketing is gaining traction as a powerful strategy to reach niche audiences, build brand credibility, and generate leads. But what is B2B influencer marketing, and how can it elevate your business? This guide breaks down the essentials of B2B influencer marketing, from identifying relevant influencers to designing an effective marketing strategy that engages corporate buyers and decision-makers in your industry. Let’s explore the insights, strategies, and practical tips to help you succeed.

 

What Is B2B Influencer Marketing?

B2B influencer marketing is the practice of partnering with industry experts, thought leaders, and influential voices in your field to promote your brand to other businesses. Unlike B2C influencer marketing, which focuses on broad audience appeal, B2B influencer marketing is geared towards corporate buyers and professional decision-makers. These influencers often have deep industry knowledge and an established credibility, making them trusted voices within their respective industries. By leveraging these connections, B2B brands can gain exposure, build relationships, and boost brand awareness among their target audiences.

Key Benefits of B2B Influencer Marketing

    1. Boost Brand Visibility

   Partnering with relevant influencers increases your brand’s visibility among potential customers. Influencers with niche followings allow you to target specific markets and reach audiences who are genuinely interested in your brand’s messaging and values.

    1. Build Credibility and Trust

   Working with respected industry experts can lend authority and credibility to your brand, positioning you as a reliable partner and thought leader. This credibility can have a lasting impact on how potential buyers perceive your brand.

    1. Drive Quality Leads

   B2B influencers not only reach larger audiences but also attract the right ones— corporate buyers and decision-makers. By targeting these influential figures, your business can generate leads that are more likely to convert.

    1. Enhance Brand Loyalty

   B2B influencer marketing campaigns that resonate authentically with an audience can build stronger brand loyalty. When influencers share genuine interest and passion for your product, it strengthens audience interaction and connection with your brand.

 

How to Build an Effective B2B Influencer Marketing Strategy

  1. Define Your Goals and Target Audience

Before launching a B2B  influencer marketing campaign , start with a clear understanding of your  target audience and your campaign goals. Are you looking to build brand awareness, generate leads, or position your brand as a thought leader? Establish these goals to guide your influencer strategy and select  right influencers who align with your objectives.

  1. Identify the Best Influencers for Your Brand

B2B influencers vary widely, from industry practitioners to CEOs and niche experts. When choosing influencers, look for those who have deep industry knowledge, established credibility, and a genuine connection with your target audience. Social media listening platforms and influencer marketing platforms like Traackr or Upfluence can help you identify influencers who fit your brand values and niche.

  1. Develop a Strong Content Strategy

An impactful B2B influencer campaign requires high-quality content. Collaborate with influencers to create content that resonates with their audience—whether it’s educational videos, guest blogging, or social media posts. Make sure the brand message aligns with both the influencer's voice and your company's values, as authentic content drives greater engagement.

  1. Choose the Right Platforms for Your Campaign

Consider which social media platforms will yield the best results for your B2B audience. LinkedIn, Twitter, and even YouTube are excellent platforms for influencer content in the B2B space, allowing you to connect with decision-makers and corporate buyers.

  1. Collaborate and Build Long-Term Partnerships

While one-time campaigns can be effective, ongoing influencer partnerships often bring better results. Building long-term relationships with influencers allows for consistent brand visibility and reinforces brand credibility over time. Working closely with influencers at industry events or as part of an influencer marketing program can deepen these connections.

  1. Use Social Listening Tools to Measure Success

Monitoring brand sentiment and campaign impact is essential to any influencer marketing program. Social listening tools like Sprinklr and Brandwatch can provide valuable insights into audience interactions, while an influencer marketing platform can track metrics such as reach, engagement, and conversions to gauge success.

 

Types of Content for B2B Influencer Marketing

Creating a variety of content helps keep the audience engaged and increases the chances of influencing purchasing decisions. Here are some popular content formats that work well for B2B influencer campaigns:

- Educational Videos: Influencers can create tutorial or explainer videos that showcase your products or services in action, providing a clear value to potential buyers.

- Guest Blogging: Thought leaders writing on your company blog or contributing to industry publications adds authority to your brand.

- Social Media Posts: Sharing insights, product highlights, or industry news on LinkedIn and Twitter can reach decision-makers directly.

- Panel Discussions and Webinars: Involving influencers in webinars or industry events positions your brand alongside respected voices, adding to your thought leadership.

 

Practical Tips to Get Started

  1. Identify Influencers with Niche Audiences: Focus on finding influencers with established authority in your industry and a loyal, engaged following.
  2. Align Brand Messaging with Influencer Content: Ensure that the content reflects your brand’s messaging and provides value to the audience, fostering a sense of authenticity.
  3. Track and Adjust Your Campaign: Use social media analytics and social listening tools to monitor results, adjust strategies, and improve ROI on future campaigns.

Conclusion

B2B influencer marketing is a powerful tool to enhance your marketing strategy, build brand awareness, and reach niche markets effectively. By collaborating with the right influencers and crafting high-quality, targeted content, you can boost your brand’s visibility, credibility, and lead generation efforts. Whether you’re new to influencer partnerships or ready to scale, these strategies and tools will guide your business in building genuine, impactful connections with influential figures in your industry.

Elevate your business strategy by exploring B2B influencer marketing today—and start seeing the impact it can have on your brand’s growth and reputation.

 

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

AI Deepfakes: Experts reveal the tell tale signs

AI-generated deepfake videos of celebrities and public figures are becoming increasingly common, with Scarlett Johanson being the most common target according to McAfee data.  To crack down on deepfake scams on Facebook and Instagram, Meta recently announced the introduction of facial recognition technology.

To help people stay savvy to this growing threat,  Digital PR Agency has compiled expert advice on how to spot deepfake videos.

How to avoid being fooled by deepfake videos

  1. Verify the source and context

Fake news spread more rapidly than true news on X (previously Twitter), a concerning trend given that nearly 30% of Americans rely on social media as a regular news source. Always examine the credibility of the sources behind the content you consume. Is this information coming from a reputable news outlet or a verified official account? If the source is unfamiliar or looks dubious, cross-check the content's authenticity using reliable news organisations or fact-checking platforms like Google Fact Check Tools.

Remember that misinformation often plays on emotional triggers like fear, anger, or outrage to cloud your judgement. When you encounter content that provokes strong emotions, pause and re-assess to ensure you are not being used as a pawn in someone’s game.

  1. Observe facial expressions and movements

Deepfakes often falter when trying to replicate the intricate details of facial expressions and natural movements. Key areas to scrutinise include microexpressions around the eyes and mouth. Look out for unnatural blinking patterns, disjointed eye movements, or jerky head motions, and check whether the facial expressions align with the conveyed emotions. Details like the uniformity of teeth, hair texture, and facial structure can also reveal deepfakes. 

For example, Chris Umé’s viral deepfake of Tom Cruise performing a coin trick in 2021 was so convincing that 78% of viewers couldn’t distinguish it from real content. A key giveaway is the shape of the face and ears - deepfakes often have slightly off measurements in these areas, with ears being particularly difficult to replicate. Pausing the video and examining the facial features can help you spot these irregularities. Just as with the infamous deepfake of Obama calling Trump 'a total and complete dips**t' - how convincing does this look to you?

  1. Use reverse image and video search tools

Leverage reverse image and video search tools to trace the origins of visual content. Uploading an image to Google Reverse Image Search can help identify if it’s AI-generated, manipulated, or being used out of context. For videos, tools like InVID can dissect footage and check for any modifications or previous appearances. These searches allow you to find other copies of the image online, helping you verify its authenticity and uncover potential misuses. 

  1. Look for digital artefacts and inconsistencies

Deepfakes often reveal themselves through subtle digital flaws like blurriness or unnatural pixelation, especially around the edges of faces or objects. Pay attention to inconsistencies in lighting, shadows, reflections, or even an extra finger, that might indicate manipulation. Don't forget to check the background for distortions or irregularities that throw off the scene’s overall coherence. The viral deepfake of Pope Francis in a Balenciaga puffer jacket from last year showed clear anomalies, like distorted glasses fused to his cheek and blurred fingers closed around thin air instead of the coffee cup he’s holding, yet still fooled many online. 

One fun way to sharpen your detective skills is by practising with the Which Face is Real game created by professors at the University of Washington. The more you play, the better you’ll become at recognizing the patterns of AI-generated content.

  1. Check for audio-visual synchronisation

Spotting a deepfake often comes down to watching the lips closely. Our mouths form specific shapes when pronouncing certain letters, and these movements are tricky for AI to replicate accurately - nearly a third of deepfake videos struggle to match sounds like M, B and P. If you notice the speaker’s lip movements don’t quite align with the sounds they’re making, or if there are oddities in tone or pitch, it’s a red flag. A notable example is a deepfake video of Mark Zuckerberg, where subtle mismatches between his speech and lip movements exposed the manipulation. 

AI expert at AIPRM, Christoph C. Cemper, commented:

“The World Economic Forum has flagged disinformation as a top risk for 2024, with deepfakes emerging as one of the most alarming uses of AI. If you come across a potential deepfake, the best course of action is to refrain from sharing it. The power of a deepfake lies in its ability to spread, and its impact diminishes if it doesn't disseminate widely. If you see someone else sharing it, take a moment to courteously inform them and point them to reliable fact-checking resources, especially if the fake has been debunked. Additionally, leverage reporting features on social media platforms to limit its reach. 

It’s vital that we all play a role in raising awareness - share your experience and insights on how you recognized deepfakes to help others counteract similar threats. By staying vigilant about the content we consume online, we can collectively fight misinformation and safeguard the integrity of our digital environment.” 

● Credits to Digital PR Agency for the article

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

Best Time to Post on TikTok UK: Ultimate Guide to Boosting Engagement

Understanding Your Target Audience

Identify your specific target audience and their demographics to determine the best time to post on TikTok.Use TikTok analytics to understand your audience’s location, age, and interests.Analyze your audience’s online habits and behaviors to create a tailored posting schedule.

The Importance of Timing on TikTok

Timing is crucial on TikTok, and posting at the right moment can increase engagement and growth.Posting at a time when most users are active increases the chances of your content being seen and interacted with.A strategically planned posting schedule at optimal times can push your videos into the spotlight.

Finding Your Best Time to Post

Use TikTok analytics to find your followers’ most active times and adjust your posting schedule accordingly.Experiment with different posting times to find the optimal posting schedule for your social media calendar.Leverage your own TikTok data to determine the best time to post for maximum engagement.

Best Times to Post on TikTok

Post on TikTok right before your audience checks the app to get maximum engagement.Create a posting schedule based on your target audience’s time zone and activity patterns.Consider posting at peak hours, such as 10 am to 11 am mid-week, to reach a larger audience. If you are planning to reach global audiences be aware of multiple time zones. This will absolutely increase your engagement rates. Try and stick to a Tiktok posting schedule so your target audience know when that time is. You can even remind them when you will be posting eg don't forget we go live on a Wednesday at 7pm GMT. This is important to make sure you say GMT as different countries may well be viewing your content. In general the best times to post on tiktok is between 10am-2pm on weekdays. According to some experts The best times to post on TikTok are Tuesdays and Fridays from 4 to 6 pm, Wednesdays, Thursdays mornings from 9 to 11 am and Thursdays from 2 to 6 pm.

Creating Engaging TikTok Videos

Optimize your TikTok videos for engagement by using trending sounds and hashtags.Keep your videos short and concise, with a clear call-to-action.Use high-quality visuals and editing to make your videos stand out.

Scheduling Posts with a Social Media Management Tool

Use a social media management tool, such as Hopper HQ, Buffer or Hootsuite to schedule your TikTok posts in advance.Plan your posting schedule across multiple social media platforms to ensure consistency.Use analytics to track your performance and adjust your posting schedule accordingly.

Posting on TikTok: Frequency and Strategy

Post consistently on TikTok to build engagement and grow your audience.Aim to post 1-4 times per day, which I know for some people feels a lot but then you can test how your content is received.Use a mix of promotional and engaging content to keep your audience interested. You can also consider these posting times against other social media platforms or you might like to schedule posts. Test and Measure all the time so you find the optimal posting times and continuously track the tiktok algorithm.

Analyzing Your TikTok Performance

Use TikTok analytics to track your performance and adjust your posting schedule accordingly.Monitor your average watch time, engagement rate, and other metrics to optimize your content.Use data to identify trends and patterns in your audience’s behaviour. There creator tools that will help you get the best out of your tiktok content. What is also a good idea is to write down the posting time and the then what engagement you got because ultimate you want to find the best time to post on Tiktok UK.

Competitor Analysis

Analyze your competitors’ posting schedules and strategies to gain insights.Identify gaps in the market and opportunities to differentiate your content.Use competitor analysis to inform your own posting schedule and strategy.

Tips for Growing Your TikTok Account

Use hashtags to increase your visibility and reach a larger audience.Engage with your audience by responding to comments and using duets.Collaborate with other TikTok users to reach new audiences and build relationships.

Conclusion

Finding the best time to post on TikTok requires understanding your target audience and their online habits.Use analytics and experimentation to determine the optimal posting schedule for your social media calendar.By posting consistently and using a social media management tool, you can boost engagement and grow your TikTok account.

 

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

What is an Influencer Talent Agency? Everything You Need to Know

What is an Influencer Talent Agency? Everything You Need to Know

In the rapidly evolving world of digital marketing, influencer talent agencies have become pivotal players in connecting brands with creators. With the rise of social media and influencer marketing, both brands and influencers need professional guidance to navigate collaborations effectively. This is where an influencer talent agency steps in, helping creators manage their careers, brand deals, and more, while ensuring that businesses reach their target audiences through the perfect influencers.

If you’re a brand, an aspiring influencer, or simply curious about how the influencer industry works, understanding the role of an influencer talent agency can shed light on the fascinating dynamics of the influencer marketing space.

Understanding Influencer Talent Agencies

An influencer talent agency represents social media influencers in the same way traditional talent agencies represent actors or musicians. These agencies handle everything from talent management to securing brand partnerships, ensuring that their clients can focus on what they do best: creating genuine content that engages audiences.

An influencer talent agency acts as a bridge between brands and influencers. It helps influencers by managing their professional engagements and supports brands by connecting them with the right influencer talent. Whether it’s managing a talent roster, negotiating brand deals, or strategising influencer marketing campaigns, these agencies are experts in enhancing the influencer’s career and delivering results for brands.

Why Influencer Talent Agencies Are Essential

In a crowded digital space where brands need to stand out, influencer talent agencies have become an integral part of influencer marketing strategies. These agencies curate a talent roster of the sharp talent needed to run successful campaigns across multiple platforms, including social media giants like Instagram, TikTok, and YouTube.

Influencer agencies are skilled at identifying which creators align with a brand’s goals and values. They employ data-driven approaches to ensure that influencers reach the intended target audience, boosting brand awareness and credibility. Additionally, agencies manage a talent roster that includes not only well-known figures but also micro influencers—individual creators who, despite having a smaller following, can drive authentic engagement and target niche demographics.

The Role of an Influencer Talent Agency

An influencer talent agency is responsible for several crucial functions:

  1. Talent Management: The agency takes care of managing the influencer’s career, which includes setting up brand partnerships, negotiating contracts, and maintaining long-term relationships with clients. This enables influencers to focus on creating content without the burden of administrative tasks.
  2. Influencer Marketing Campaigns: These agencies are experts in planning and executing influencer marketing campaigns. They help brands identify the right influencers for their campaigns and ensure that these collaborations align with the brand’s image, reach their target audience, and deliver effective results.
  3. Brand Deals and Negotiation: Influencer talent agencies negotiate brand deals on behalf of their talent, ensuring that the terms are beneficial for both the brand and the influencer. This includes managing payment structures, timelines, and deliverables, as well as protecting the influencer’s personal brand.
  4. Campaign Management: Beyond just making connections, influencer agencies also manage the entire campaign lifecycle. From conceptualisation to execution and evaluation, these agencies are responsible for making sure campaigns run smoothly and meet the objectives set by brands.
  5. Strategic Guidance: Influencer talent agencies offer strategic guidance to both influencers and brands. This means advising on the type of content that works best, identifying the best social media platforms to use, and ensuring that the message delivered resonates with the target audience. 

Types of Influencers Represented by Talent Agencies

Influencer talent agencies manage a wide variety of talent, including:

  • Social Media Celebrities: These are influencers with large followings who are often considered celebrities in their niche.
  • Micro Influencers: Micro influencers typically have a smaller, more engaged following. They are great for targeting specific audiences and often have stronger relationships with their followers.
  • Niche Content Creators: Influencers with expertise in specific areas, such as wellness, fashion, or technology, who can provide genuine content that resonates deeply within their niche.

These diverse groups of influencers are part of a talent roster that allows agencies to connect brands with the perfect influencers for their marketing campaigns, whether they are looking for broad reach or engagement within a specific community.

Influencer Talent Agencies vs Influencer Marketing Agencies

While influencer talent agencies and influencer marketing agencies may seem similar, they play different roles within the influencer ecosystem.

  • An influencer talent agency represents influencers, managing their career, negotiating contracts, and helping them secure brand deals.
  • An influencer marketing agency works on behalf of brands to create and manage influencer campaigns. They are responsible for finding the right influencers for a campaign, designing the strategy, and ensuring that the campaign meets its objectives.

Sometimes, an agency might combine both roles, acting as a full-service provider that manages both the talent and the campaign for the brand. Well-known agencies like Viral Nation and Goat Agency offer these comprehensive services.

The Process: How Does an Influencer Talent Agency Work?

The process of working with an influencer talent agency typically involves the following steps:

  1. Talent Scouting and Signing: Agencies actively scout for new influencer talent that matches their portfolio needs. This can include influencers with a high follower count, excellent engagement rates, or unique content styles.
  2. Developing a Personal Brand: Once signed, the agency works with the influencer to develop their personal brand. This involves crafting a consistent image, voice, and content strategy to attract brand partnerships.
  3. Brand Partnerships and Campaigns: The agency uses its industry connections to secure brand deals for its talent. These partnerships often lead to larger influencer marketing campaigns, where the influencer is a central part of the brand’s advertising efforts.
  4. Campaign Management: Agencies manage the entire campaign process, including content creation, posting schedules, and analysing results. This full-service management allows brands to focus on their overarching strategy while the agency handles the intricacies of campaign execution.

Benefits of Working with an Influencer Talent Agency

For both influencers and brands, there are numerous advantages to working with an influencer talent agency:

  • Access to a Talent Roster: Brands gain access to a talent roster of vetted influencers, which includes micro influencers, sharp talent, and those with a proven ability to reach millions.
  • Efficient Campaign Management: The agency handles every aspect of the campaign, including influencer campaigns and content creation. This saves brands time and ensures high-quality, consistent execution.
  • Brand Credibility: Influencers can significantly enhance a brand's credibility. Working with a talent agency ensures that the selected influencer aligns with the brand’s values and audience, thereby increasing campaign success.
  • Strategic Insight: Agencies provide strategic guidance based on data and industry knowledge. This means better decisions regarding the right influencers, platforms, and content styles to use for each campaign.

Top Influencer Talent Agencies to Know

When it comes to top influencer talent agencies, a few names stand out in the industry for their expertise, talent rosters, and successful campaigns.

  • Viral Nation: Known for its wide range of influencers, from micro influencers to global celebrities, Viral Nation helps brands launch effective global campaigns by providing a holistic approach to influencer marketing.
  • Goat Agency: Goat Agency is renowned for connecting brands with influencers who create genuine, engaging content. They have a strong track record in executing campaigns across various social media platforms.
  • Creator Club: Specialising in niche creators, Creator Club offers strategic guidance and helps individual creators build their brand while connecting them with businesses that align with their image.
  • Gordon Glenister Associates not only is an international expert in influencer engagement but also specializes in executing employee advocacy programs

Challenges Faced by Influencer Talent Agencies

Like any other industry, influencer talent agencies face their own set of challenges. One major issue is the ever-changing landscape of social media. Platforms constantly update their algorithms, and trends can shift almost overnight. This requires agencies to stay agile and up-to-date to ensure their strategies remain effective.

Another challenge is the balance between authenticity and commercial content. Influencers are often wary of becoming “too commercial,” which might alienate their audience. Agencies must strike a balance between delivering for their brand clients and maintaining the genuine content that makes influencers relatable to their followers.

How Do Influencer Talent Agencies Make Money?

Influencer talent agencies typically earn money through a percentage of the influencer’s earnings. This can come from brand deals, appearances, or other campaigns. The agency fee generally ranges from 15% to 25% of the earnings generated through collaborations.

For brands, agencies may charge for campaign management services, taking responsibility for creating, managing, and analysing influencer marketing efforts. This dual income model allows agencies to earn from both the influencer and brand sides of their partnerships.

Do You Need an Influencer Talent Agency?

If you’re an influencer looking to scale your career and connect with major brands, working with an influencer talent agency can be incredibly beneficial. Agencies provide the expertise and industry contacts necessary to land lucrative brand deals and ensure long-term career growth.

For brands, especially those entering the influencer marketing space for the first time, an influencer marketing agency or talent agency can provide essential guidance. From helping to identify the right influencers to managing the entire campaign, an agency simplifies the process and increases the likelihood of a successful partnership.

Conclusion

Influencer talent agencies play a critical role in today’s digital marketing landscape. By bridging the gap between brands and influencers, they ensure that collaborations are strategic, successful, and beneficial to all parties involved. Whether managing talent or running full-fledged influencer campaigns, these agencies have become indispensable for creators and brands alike.

With expertise in talent management, campaign execution, and brand partnerships, influencer talent agencies are set to shape the future of digital marketing. Brands looking to leverage influencer marketing can rely on agencies to provide strategic guidance, manage relationships, and ensure a streamlined and effective campaign. Influencers, on the other hand, benefit from professional representation that allows them to focus on what they do best—creating content that connects and inspires.

 

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

Unlocking the Power of Key Opinion Leaders (KOL) Marketing for Modern Brands

In today’s rapidly evolving digital landscape, brands are continuously seeking innovative strategies to stand out in competitive markets and build brand credibility. One such strategy that has gained substantial traction is Key Opinion Leader (KOL) marketing. This approach allows brands to leverage the influence of respected figures in specific industries, reaching targeted audiences more effectively than traditional advertising channels. In this article, we will explore the intricacies of KOL (Key Opinion Leader) marketing, its key components, and why it has become a cornerstone in modern marketing strategies.

What is KOL Marketing (Key Opinion Leader)

Key Opinion Leader (KOL) marketing refers to the practice of using influential individuals to promote products, services, or ideas to a targeted demographic. Sometimes this is called a variance of Influencer Marketing too but having a key opinion leader is a slightly different emphasis. A KOL is an expert or authority in a specific niche who commands the trust and respect of their audience due to their knowledge, experience, or professional achievements. These individuals possess the power to shape consumer perceptions, guide purchasing decisions, and enhance brand values credibility. They want to be seen as a respected key opinion leader in their industry and are often visible across a wide range of marketing channels.

Unlike social media influencers, who are often selected based on follower count, KOLs are chosen for their deep understanding of their field and the meaningful insights they offer. They may include industry experts, thought leaders, or prominent figures in sectors like healthcare, fashion, technology, or even the arts. For businesses, aligning with the right KOL can significantly boost sales, increase brand visibility, and build long-term relationships with customers.

The Rise of KOL Marketing

KOL marketing has surged in popularity over the last decade, particularly in China, where it has become a dominant force in the marketing world. The rise of social media platforms such as Instagram, TikTok, and YouTube has expanded the reach of KOLs, allowing them to engage with a global audience. Brands have recognised the value of tapping into this niche audience through KOL partnerships, enabling them to reach consumers in a more authentic and meaningful way.

KOL marketing is particularly effective because it relies on the trust and credibility these leaders have built over time. Their audience is highly relevant to the key subject matter. and with the right brand collaboration they deliver more than just brand awareness but brand sales, insights, connection with the brands ideal target audience. Their followers view them as reliable sources of information, and their recommendations carry considerable weight. This stands in stark contrast to traditional advertising, where consumers are often skeptical of overtly promotional messages. By partnering with KOLs, brands can communicate their value propositions more organically, fostering trust and loyalty among their target audience.

The Difference Between KOLs and Influencers

While KOLs and influencers may seem similar on the surface, there are distinct differences between the two. Traditional influencers, often selected based on their large follower count, focus primarily on social media engagement. Their authority stems from their ability to create visually appealing content and interact with their audience in a relatable manner. However, influencers are not always experts in their field, and their influence may be limited to the size of their audience rather than the depth of their knowledge. There are similar influencer marketing practices however with key opinion a leader which are considerably different from traditional marketing channels and that’s why they work in enhancing brand's sales and increasing brand awareness.

On the other hand, KOLs are respected experts with a deep understanding of their particular field. Their influence comes from years of professional achievements, research, or contributions to their industry. For instance, a leading dermatologist would be considered a Key Opinion Leader in skincare, while a popular beauty blogger would be classified as an influencer. Both play important roles in marketing strategies, but KOLs offer a higher level of trust and authority.

Benefits of KOL Marketing

The benefits of KOL marketing are vast, making it an attractive strategy for brands looking to enhance their visibility, credibility, and sales. Some key advantages include:

- Enhanced Brand Credibility: Aligning with a respected KOL can significantly boost a brand’s credibility. Consumers are more likely to trust a product recommendation from a KOL because of their expertise and reputation.

- Increased Engagement: KOLs typically have highly engaged audiences. By collaborating with a KOL, brands can tap into this engaged and relevant audience, resulting in higher engagement rates than traditional marketing methods.

- Targeted Reach: KOLs often have a niche audience that aligns with a brand’s target demographic. This allows brands to reach the right audience more effectively, leading to higher conversion rate and a closer target market opportunity.

- Shaping Consumer Perceptions: KOLs have the ability to influence how consumers perceive a brand, product, or service. Through their expert opinions, they can sway purchasing decisions and create positive associations with a brand.

- Boosting Sales and Visibility: Through KOL marketing, brands can experience a significant boost in sales and visibility, particularly when the KOL is well-aligned with the brand’s values and objectives. Their recommendations can drive purchasing decisions, increase brand awareness, and elevate the brand’s image within a competitive market.

Examples of KOL Marketing Success

Many brands have successfully leveraged KOL marketing to build brand visibility and drive sales. A notable example is the collaboration between Estée Lauder and Chinese KOL, Viya. With her deep understanding of beauty products and vast influence on social media, Viya was able to promote Estée Lauder’s products to her niche audience, resulting in a significant boost in sales and brand credibility.

Another example is Nike’s partnership with professional athletes, who serve as KOLs in the sports industry. These athletes not only have a deep understanding of the products they endorse but also command the trust and admiration of their followers, making them highly effective in promoting Nike’s products to a targeted audience.

Integrating KOL Marketing into Your Strategy

To successfully integrate KOL marketing into your overall marketing strategy, it’s important to treat it as a long-term investment. KOL partnerships should not be approached as one-off campaigns but rather as part of an ongoing effort to build credibility, engagement, and trust with your audience. Here’s how to incorporate KOL marketing effectively:

- Set Clear Objectives: Define what you want to achieve with your KOL marketing campaign. Are you looking to increase brand awareness, boost sales, or enhance your brand’s image? Having clear brand objectives will help guide your partnership with the KOL and ensure that both parties are aligned.

- Foster Long-Term Relationships: Building long-term relationships with KOLs can yield more sustainable results. Rather than focusing on short-term campaigns, consider how you can collaborate with KOLs on an ongoing basis to continuously engage their audience. Allow KOLs, creative freedom so that they can be a true industry expert for a brand is hugely powerful.

- Monitor and Measure Performance: It’s essential to track the performance of your KOL campaigns. Use metrics such as engagement rates, brand visibility, and sales conversions to evaluate the effectiveness of your KOL partnerships and make adjustments as needed.

Examples of how you can use KOLs (Key opinion leaders)

Good examples maybe brand KOL partnerships for online posting, but a lot of these individuals will collaborate on research pieces, attend events as keynote speakers, deliver educational workshops, even take over social media accounts, appear on podcasts. They're aim is to increase brand awareness, world of mouth advocacy and help drive an engaged audience through all sorts of marketing channels.

The Future of KOL Marketing

As digital marketing continues to evolve, KOL marketing is poised to play an even larger role in shaping consumer behaviour and brand perceptions. With the increasing reliance on social media platforms and the growing demand for authentic, expert-driven content, KOLs will remain a valuable asset for brands looking to cut through the noise of traditional advertising and reaching their target audience.

The future of KOL marketing will likely see more brands integrating KOLs into their broader digital marketing strategies, combining the reach of social media influencers with the authority of key opinion leaders. By staying ahead of trends and continuously refining their KOL marketing efforts, brands can maintain a competitive edge in today’s dynamic market landscape.

KOL marketing offers a powerful way for brands to build credibility, engage with niche audiences, drive tangible results and build social media presence. By understanding the differences between KOLs and influencers, choosing the right KOL for your brand, and integrating KOL marketing into your overall strategy, you can unlock the full potential of this innovative marketing approach. Whether your goal is to increase brand awareness, boost sales, or shape consumer perceptions, KOL marketing provides a proven path to success in today’s digital age.

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

WHY DO 84% OF LARGESCALE DIGITAL PROJECTS FAIL WITH MY GUEST NEJ GAKENYI

In todays episode we talk about why digital transformation projects sometimes fail and what needs to be done in all parts of the process. A lot of this is due to mindset and a desire to change.

We draw on examples in the association world where there are often multiple stakeholders involved. Nej talks more about the importance of Digital Evolution and why associations need to be constantly evolving in the digital landscape.

If you want to find out more about GRM Digital head over to the Membership World Solutions Centre or connect with Nej on Linkedin

This show is kindly sponsored by RD mobile – www.rdmobile.com

INSTAGRAM’S MOST POPULAR CELEBRITY PETS

Social media followings are a lucrative business, with global influencer marketing estimated to reach a record of 24 billion U.S. dollars in 2024.

And there could be non-human influencers taking a slice of that pie: celebrity pets with their very own Instagram accounts.

RANT Casino calculated how much Instagram's most popular celebrity pets could be making from sponsored posts alone.

Megan Thee Stallion | @frenchie4oe - £1,962 per post

First in the rankings is Megan Thee Stallion’s French Bulldog 4oe, known as @frenchie4oe on Instagram. 4oe is such a star that he has even appeared on The Tonight Show alongside his mom. He is one of many adorable pups belonging to the popular American rapper, including fellow frenchies Dos and Oneita, however he is the only one with his own Instagram account.

With over half a million followers, and upwards of 60,000 likes on each post on average, 4oe could be earning almost £2,000 on a single sponsored post.

 

Nina Dobrev | @mrs.maverick - £1,540 per post

Next up is Maverick: a black and white pup belonging to Canadian actress and star of The Vampire Diaries, Nina Dobrev. The Border collie/Australian shepherd mix was adopted by Dobrev as a puppy in 2017, when she also received her very own Instagram account.

Maverick could be earning £1,540 with a single sponsored post, thanks to 404,000 followers and over 40,000 likes on average.

 

Kylie Jenner | @normieandbambijenner - £1,236 per post

Third in the rankings is a joint Instagram account for two Italian Greyhounds belonging to Kylie Jenner: Norman and Bambi. The two pups are part of a whole crew of Kardashian-Jenner animals, with Kylie alone having over 10.

Known as @normieandbambijenner on Instagram, the pair have 322,000 followers and could earn as much as £1,236 per post.

 

Karl Lagerfeld | @choupetteofficiel - £1,000 per post

Perhaps one of the most iconic celebrity pets of all time, Choupette is the white Birman cat who belonged to the late fashion legend, Karl Lagerfeld.

The legendary German designer loved Choupette so much that there were even tributes to the feline friend at the Met Gala that honoured Lagerfeld in 2019, including cat costumes from Doja Cat and Jared Leto.

Choupette’s own Instagram account is still going strong, and with 264,000 followers she could be earning £1,000 for every post.

 

Ed Sheeran | @thewibbles - £974 per post

Next in the rankings are Calippo and Dorita: two feline friends belonging to singer Ed Sheeran.

The Instagram account shared by the pair has 242,000 followers, and with an average 60,459 likes on recent pics, they could be raking in £974 for every post.

 
Please find the full dataset here.

AI Shaping New Marketing Realm – Leading US AI Influencers revealed

● Lil Miquela comes in as the most popular AI influencer, with earnings potentially sitting as high as $20,100 per sponsored post

● Leya Love comes in second place on the list

● Giorgina Alemann takes third

New research has revealed the most popular AI influencers, with Lil Miquela coming out on top.

The study by GirlfriendGPT analyzed earnings, followers, and engagement rates of the most popular AI influencers to see who could be earning the posts from these respective accounts for sponsored posts.

It was found that virtual influencer Lil Miquela could earn upwards of $20,100 per sponsored post on their Instagram accounts, with a whopping 2,614,514 followers. Founded in 2016, the account has seen features in product endorsements for brands like Calvin Klein and Prada and gained its first 1 million followers in the first two years.

Leya Love takes second on the list, with 567,070 followers at the time of the study, with earnings per sponsored post potentially being upwards of $4,550. Launched in 2018, the virtual influencer has engaged with brands like KFC, Adidas, and The North Face.

Giorgina Aleman comes third on the list, with 509,609 followers and earnings of upwards of $4,200 per sponsored post. This account is one of the most notable examples where every image and caption is entirely AI-generated.

Coming in fourth on the list is Thalasya Pov, with a total of 459,056 followers and potential earnings upwards of $3,850. Another AI influencer launched in 2018, the account currently sits among the top creators in Indonesia.

Rounding out the top five is Noonoouri, coming in with 444,026 and earnings upwards of $3,750. Since its 2018 launch, the account has landed a record label deal and has had prior collaborations with brands like Vogue China and Cosmopolitan Brazil.

Commenting on the findings, Enias Cailliau, CEO of GirlfriendGPT, said: "While AI influencers are still a very new thing to many people, it’s interesting to see how many examples have collaborated with popular brands already. With the recent rise in quality of AI image generation, we can expect more of these influencers to pop up and grow in popularity soon, potentially earning thousands for the people behind them."

Aspiring influencers could save £812 annually, by adopting the use of AI on social

Over four fifths (84%)1 of the online population follow influencers and content creators such as Molly-Mae Hague, Zoe Sugg and others across various social platforms. With Brits spending just over two hours a week on social media, now could be as good of a time as any to utilise AI to enhance and replicate our social media feeds to those we look up to.

Eager to find out how much social users could save by implementing AI, Adobe Express firstly surveyed 2,000 Brits to find out how long they spend editing social media posts.

They then calculated the estimated time AI could save on this and compared this against the weekly median wage in cities across the UK, to quantify how much people could save through AI automation.

Where can aspiring influencers save the most by implementing AI in their content?

*Time saved based on median minimum wage is in relation to the entirety of the UK. For the full dataset, please view here.

Aspiring influencers in Leeds could save the most by using AI tech to streamline their social media feeds - a sizable £962 annually.

With social users from this Yorkshire city spending 2 hours 47 minutes editing social media posts per week, using AI could save an hour and seven minutes weekly.

In second place is Norwich, where profile creators could save the most time by using AI to edit their photos (2 hours 49 minutes per week). With a local median weekly salary of £18.10, this equates to annual savings of £941.41.

With residents in the city spending an average of 2 hours 48 minutes on perfecting their pictures, Sheffield placed third. Whilst they can save 58 hours a year alongside both Norwich and Leeds from using an AI tool, this equals £938.21 in yearly savings.

On average, the UK spends around 2 hours and 18 minutes editing social media posts. But if AI were to be used in the future, budding British content creators could save not only 55 minutes each week (almost 48 hours annually), but an impressive £812 in total each year.

Three tips to using AI on social media:

1. Saving time on content curation
Using AI technology for your social profiles could make tasks quicker, allowing you to automate things such as content creation in a more effective way.
Creating captions can sometimes feel like a mundane, difficult task considering the competitiveness to have the ‘best’ online presence. Trying to be unique against other creators can take its toll, so why not save yourself time with AI by allowing it to compose catchy captions, posts, hashtags and responses based on your preferences and social plan.

2. Upgrading visual content
Upgrade the aesthetics of your feed through your visual content creation - here AI can suggest improvements for your images, graphics and videos to make followers more engaged and interested in what they are seeing.
However, most content created by tools will be robotic, so it is important to give refined details and prompts that ensure it is tailored to your liking. Before publishing, ensure to edit it to provide your final personal touch - this will make it feel more realistic and in turn, increase engagement to your audience.

3. Focus on a feed schedule
To save yourself time planning the perfect time to post a picture, AI can create a schedule for you. Some tools are able to examine your followers' online activities and calculate optimal times to post, meaning your followers will be able to see your activity when they are actively using the social platforms - improving visibility and interaction performance.

You can also track your followers' usage, to understand their needs and expectations better. Some tools let you know which content receives the best engagement, allowing you to create better content for your audience, and in turn, keeping their loyalty.