Tag: gordon glenister

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.

What Are The Top Social Media Trends 2022?

What Are The Top Social Media Trends 2022?
What Are The Top Social Media Trends 2022?

What Are The Top Social Media Trends 2022?

My friends at Hootsuite have released this year’s digital report and, as ever, it’s full of fascinating insights into the world’s online behaviours.

The full report analysis data from 230 countries and territories, offering a global perspective on how people are using all things online, and predictions for our digital future that will help your business stay ahead.

The full report (which you can download here: Digital 2021 - Social Media Marketing & Management Dashboard - Hootsuite) is pretty detailed. It’s worth a read, so to whet your appetite here are some of the main take-outs.

1. Social media use

According to Hootsuite’s report, there are now 4.62 billion social media users around the globe (note: the term ‘users’ may not represent unique individuals). That’s up 424 million users (or +10.1%) on last year.

It represents around 75% of the world’s population over the age of 13, and users spend an average of just under two and a half hours per day on social media.

This global expansion in social media use gives your brand more opportunities to be seen by your audience.

But it’s also important to recognise that social media use is split, on average, across 7.5 different platforms.So to maximise opportunities to get your brand in front of your audience, you need to have a presence across multiple platforms, AND tailor your content according to the user experience for each one.

2. The world’s most-used social media platforms in 2022

Here’s the leaderboard according to Hootsuite’s research. No real surprises in terms of the most-used platform. Facebook still leads the field, by quite a long way.

So it’s pretty clear that there are benefits to your brand to having a presence on Facebook. But with so many users, and so many other brands, you need to think carefully about how you manage your content.

There are many different ways in which your content can cater for the experiences offered by Facebook, so it’s important to understand how your specific audience interacts with you here.

Facebook groups – does your audience engage with them? These digital communities have become increasingly meaningful to many social media users, so if your audiences have strong engagement, so should you.

Facebook advertising – the potential reach is huge, so it may be time to consider (or revisit) running ads here.

It’s also worth noting that whilst Facebook is top of the ‘most-used’ list, when it comes to users aged 16-24, their favourite is WhatsApp. If your audience is in this bracket, you might want to consider whether a WhatsApp Business account would be a good move in terms of communication options with your customers.

3. Who uses which platforms?

As we’ve already seen, most social media users are on more than one platform. This makes it easier for you to reach people, but it’s important to be aware of the different mindsets for platform use and tailor your content accordingly.

You’ll need to think about tailoring your content to the reasons why people are on that platform. Which platforms and their users are best aligned with your business goals, and what content will work best for them?

4. Social media advertising

In 2021, social media advertising represented around a third of global digital advertising spend.

That’s an increase of $23 billion (or 17.4%) on the previous year on social media advertising. That’s despite many brands having reduced their overall marketing budgets during the pandemic.

More than half of the marketers Hootsuite surveyed for their report said their paid social spend is likely to increase in 2022, as well.

They aren’t spending it all on the top platforms, though. Many marketers, as well as spending on Facebook, Instagram and Twitter, are seeing channels like TikTok, Snapchat and Pinterest as emerging priorities.

5. TikTok as a marketing tool

TikTok has been developing its opportunities for marketers in recent months. It’s particularly popular with the 16-24 age-group. I took a look at the platform’s growing portfolio of marketing tools in my Marketers Guide to TikTok.

TikTok is becoming such an important marketing tool for many brands, that Hootsuite have analysed it’s advertising audience in more detail.

TikTok has a huge potential reach of 884.9 million users over 18. The report doesn’t give a year-on-year comparison here (perhaps because TikTok advertising is a relatively new phenomenon), but that’s up 60 million (7.3%) on the previous quarter.

What is perhaps most useful for brands is the analysis of TikTok advertising audiences by age group and gender.

Unsurprisingly, the largest group on the platform is 18-24 year-olds, followed by 25-34 year-olds.

But with the massive number of users, it’s not just those age groups that you can engage.

And remember, a strategy encompassing TikTok doesn’t necessarily mean increasing reach. It’s an ideal platform for changing perceptions – or strengthening them – if you are looking to position your brand as bolder, or more cutting-edge. If you’ve got quality, entertaining content, it could be a great fit for TikTok audiences. At the very least, it could be a platform to think about or experiment with.

6. Online shopping habits

If you’re a brand that deals in e-commerce, this next slide is for you. Hootsuite have analysed a wider report to look at the percentage of internet users aged 16-64 who use selected e-commerce activities each week.

The top line here is that almost 60% of internet users bought something online every single week.

Talking about consumer goods alone, 2021 saw people spend $3.85 trillion online, an increase of 18% ($591 billion) on 2020.

We know, of course, that the pandemic drove a dramatic increase in online shopping around the world, but that trend seems set to continue, especially now that social media platforms have capitalised on it and increased their online shopping tools.

Hootsuite recommends taking a good look at your social storefronts across your channels to ensure a seamless and enjoyable shopping experience rather than simply a transactional relationship. Many shoppers appreciate the opportunity to compare products and to share with friends, for example.

7. Online shopping research

How do internet users research what to buy and where to buy from?  Hootsuite has looked at this, too.

Overall, search engines are the main source of information, closely followed by social media networks. But of the younger age groups those 16-24 yearsprefer social networks, and for those 25-34 search engine are only just ahead.

Remember, again, it’s the experience that’s important. The ability to ‘buy now’ whichever platform you’re on is vital, but positive comments, likes and customer reviews are influential drivers when it comes to prompting that all-important click.

These are the main take-outs from the full report. The complete report also includes some useful, more in-depth insights into online behaviour including the most-used devices and advice about strategy.

Hint: brands need to be focussing on:

  • Social experience to ensure every step of the purchase journey is positive and aligned
  • Customer care – using social as a key tool
  • Understanding user-behaviour, especially Gen-Z

If you’d like to talk about how to build or develop your digital strategy to take advantage of the trends developing in 2022, get in touch. I’d love to chat.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and Tik Tok
  • about future digital trends for connecting with a digital customer

Social Media Trends 2022

Use of social media has been growing exponentially of late, and the changes forced by the Covid-19 pandemic have accelerated that growth, as consumer habits and demands have adjusted in response.

A recent report by Hubspot and Talkwalker ‘Social Media Trends in 2022’ has highlighted 10 key trends in social marketing that you need to know about, and consider their relevance as part of your digital strategy.

The common denominator in all these trends is the consumer. Consumer power has grown, and they are now effectively in charge of your brand. What’s important to them needs to be important to you – so your market intelligence is going to become even more crucial.

The report is packed full of insights, and is well worth a read, But for busy readers who don’t have time to dive into the full thing, I’ve summarised the main take-outs for you here.

1. The domination of TikTok

Remember when TikTok was a playground for kids doing lip-synch videos? There’s still plenty of that going on, but savvy brands have been exploring its potential for a while, and the platform has been developing new tools for marketers, with an e-commerce and monetisation model rumoured to be in the pipeline.

During 2021, TikTok became the first non-Facebook platform to exceed 3 billion global downloads, its meteoric rise largely driven by users turning to it during successive lockdowns.

TikTok’s popularity lies mainly with the younger age-groups, and successful brands are those which are able to capitalise on the move from simple ads to more direct communication with consumers.

One of these is live-stream marketing, which has already taken off in Asia. Read about live-stream here.

The essential message here is that if your customers are on TikTok, you should be too. More than that, you need to be part of their conversations and willing to embrace user-generated content.

2. As cookies are phased out, social media ads will grow in importance

Social media continues to develop as a tool for reaching out to bigger audiences than ever before, and to engage with them in a more personal way. The customer journey is changing (and shortening) and successful brands on social media know how to engage directly and positively with their audience. That relationship might also be fragmented across various channels, so your data strategy will become more critical.

3. Social selling will simplify the customer journey

Social media platforms have recognised the importance of social selling and started to provide new shopping features, making it easier for brands to engage with, and sell to, social media users without them needing to leave the platform. Instagram is just one platform that has introduced these new shopping features. Combining the power of a strong influencer strategy with these new e-commerce possibilities is one way that brands are simplifying the customer journey and making it easier for social media consumers to become customers.

But it’s important to recognise that the brands doing this successfully are those willing to get creative with their customer engagement. It’s not just about well-placed ads. Livestreams and other engagements with consumer-led content are creating more positive engagements – shoppertainment is a growth area.

4. Consumer needs will shape content

The pandemic drastically increased our use of and reliance on social media. As a result content trends have moved on and brands need to adapt their marketing accordingly. Social media users increasingly expect that, since companies have their data, they tailor their content more accurately – so brands need to get more granular in terms of how they create content for specific locations, age groups, interest areas or gender.

The key take-out from this is that consumer insights are vital to enable you to create content that’s targeted to specific audiences.

Lifestyle and working habits having shifted during lockdown, consumers are acutely aware of the types of content that suit them – whether in terms of platform or duration. Bitesize formats are popular.Interestingly, too, although video and livestream content is still on the up, audio only content – including podcasts – is also very popular.

Think about your customer experience and whether it needs improving to make buying from you as simple as it can be. How easy is it to make a buying decision without seeing or touching an actual product? VR features are being added by many successful brands, allowing customers to explore, test and try out online.

5. Onmi-channel engagement is changing the way customers use social media

According to the Hubspot report, 64% of users now receive their news from Facebook, Twitter, Instagram, Youtube and Snapchat, instead of traditional media. This rise in social media consumption gives brands many opportunities to expand their audiences and increase the number of connections with you – as long as you are providing the content that your consumers actually want. Beware of fake news and misleading content!

As the table below shows, media is the largest source of misinformation, so to gain and keep the trust of your audiences you need to ensure you are providing trustworthy content, and challenging sources of fake news.

Although social media platforms are beginning to take more responsibility for fact-checking (Twitter, for example, has a partnership with Reuters to help combat misinformation), consumers themselves play a significant part in spreading misinformation. So brands who want to remain trusted need to be keeping an eye on not just their own content, but the content their online community is reading and sharing, and take a proactive role in sharing factually correct information to build trust.

6. Influencer marketing will come into its own

Influencer marketing has been growing up over the last few years, and is fast evolving into a sophisticated and more regulated version of itself. Combined with brand advocacy, where ‘real’ consumers become influencers in their own right, it’s a powerful tool for switched-on brands. Since the onset of the pandemic, we’ve become more conscious that a consumerist outlook isn’t good for the planet, so many brands are choosing to work with influencers with a social conscience that reflects their own vision.

A 2021 report by the Influencer Marketing Hub revealed that 67% of respondents were using Instagram for influencer marketing as part of their strategy.

This article explores developments in influencer marketing in more detail: https://gordonglenister.com/brand-advocacy/

7. Brands will take more control over social, with their own platforms

Social media used has exploded through the pandemic precisely because it enables the connections, socialising and relationship maintenance that Covid-19 impacted. The lesson brands need to learn from that is that they need to ensure that their digital platforms, apps and channels include social aspects.

The other side to this is that the ability to create communities is no longer limited to the big social media platforms. It’s now possible to build effective in-house social networks –enabling brands to take back control of their audiences from the global giants and, crucially, maintain more control of their content – or put more control in the hands of their audiences.

Stronger interactions mean greater engagement. As consumers become more able to interact direct with a brand, we’ll see how engagement and retention increase.

One brand that has been doing this very successfully is Venmo, which keeps its users engaged through conversations and connections on its social media channels, resulting in a higher level of trust and appreciation.

8. The rise of the metaverse

So what’s a metaverse? A good question, as the word didn’t really exist until recently. It refers to the amalgamation of the physical world, the augmented and the virtual. It was led, unsurprisingly, by the gaming industry, but even before Covid-19 hit, many brands were experimenting with virtual reality. The need for increased online social interactions and more immersive experiences during lockdowns has accelerated developments. Across industries and sectors, brands have realised that features like virtual dressing rooms, digital meet-ups and more personalised digital customer service can help them to stay relevant and create deeper connections, especially with younger audiences.
As Tania Tal, MD at DIA Brand Consultants says in the Hubspot report, “The metaverse is becoming the future playground for brands, where real and virtual worlds converge.”

Expect to see exciting new developments over the coming year.

9. Sustainability and inclusivity will become key

Covid-19 forced people to make drastic changes to how they live and work, and they now demand more from the brands they buy from. People are increasingly valuing sustainability – and they expect it to be authentic. The re-evaluation is also impacting on employment, with employees giving more importance to a company’s purpose than ever before.

Brands are no longer able to simply produce products or provide services and ignore the topics that matter to their audiences. Customers expect them to engage with issues of sustainability, inclusivity – everything from environmental concerns to social justice and mental health.

Lego is an interesting example. Their ‘Everyone is Awesome’ set, launch to coincide with 2021 Pride Month garnered 64% positive conversations, with over 20K people heading to social media to express their excitement.

Some of the most important take-outs here are that whatever you say needs to be genuine and authentic. It’s no good saying one thing, but acting differently. Your customers will notice! Listen to your customers and come up with ways to include as many of them as possible.

10. Communities are becoming the driving force

Given the previous trend, it should come as no surprise to hear that the community is taking charge. Whilst the onus is on brands to establish communities of consumers through strategic content shaped around their needs, they can’t always control what they say and do. With social media, these communities are able to form outside the brand’s owned spaces, which can have interesting outcomes. Social communities and movements can form, grow and gain power very quickly (witness the BLM and #MeToo movements) and brands with the right messages will be able to tap into them. On the flip side, get it wrong, and the disruptive power of the community can have catastrophic effects.

Again, transparency is important here – your social media presence needs to be as genuine as possible, with the ability for your audience to interact as much as possible. Communities also need nurturing, so be prepared to put the commitment in when it comes to maintaining them, and the pay-off will be brand engagement, exposure and even brand love.

There’s so much valuable information in the full report that I’ve only been able to give you a digest of the key points here. If you want to explore the case studies and examples in more detail, you can download the full report here ↓

If you’d like to explore how to tap into these emerging trends and build an effective social media marketing programme for your brand, let’s talk.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and TikTok
  • about future digital trends for connecting with a digital customer

Order your copy from Kogan or Amazon

Find out more at: https://gordonglenister.com/

BRAND ADVOCACY – why community should be at the heart of your digital marketing strategy

Developments in social media, and the lasting impact of the global pandemic, have changed the face of marketing. Social media has provided important marketing tools for many years now, enabling influencers to build, and connect with, communities of followers.

But recent shifts have meant that consumers are moving away from engagement with the type of influencer who they don’t relate to, in favour of ‘real people’ who deliver trust, authenticity and transparency instead of flash; largely through:

  • Social media sharing
  • User-generated content (UGC)
  • Customer referrals
  • Online reviews

A recent white paper from Wearisma looks at how brand advocacy is changing, in a big shift towards building communities instead of audiences.

In this article I’ll share with you some of their most important findings and outline some of the key elements of an effective brand advocacy programme.

1. What is brand advocacy, and why does it work?

Brand advocacy is a way to build an authentic online community of people who genuinely love and support your brand. Yes, we still need influencers to generate high levels of engagement and curate professional content, but making the most of our social media content now involves a shift towards content generated by customers themselves.

It’s not unlike traditional ‘word of mouth’ marketing, but now we can make use of modern digital channels to locate our genuine ambassadors within our customer base.

Wearisma have a simple way to explain the differences between influencers and advocates.

Source: Wearisma

So brand advocates can be either influencers or consumer advocates. From a community point of view, the magic happens when the enthusiasm of a consumer of your brand creates a desire to talk about you online through positive reviews, mentions and recommendations. Combine this with influencers who have a genuine passion for your brand rather than an eye solely on the metrics, and you have a potentially powerful community of brand advocates.

In Wearisma’s study, they found that 74% of people stated that more recommendations from people they know would encourage them to purchase from brands.

2. Trust, transparency and purpose – the three pillars of brand advocacy

The brand/consumer relationship has undergone a major shift recently, and the power is very much in the hands of consumers. Consumers are, increasingly, insisting on a genuine sense of connection with brands, a connection for which trust is essential.

That’s why community has become a vital online experience. Consumers trust their communities – whether physical or online – more than advertising, so messages ‘pushed out’ by a brand are no longer sufficient or acceptable for building trust.

With consumers easily able to block messages they don’t want to receive, building authentic online communities and engaging consumers personally is essential. According to Wearisma, brand advocacy is the leading strategy for achieving this level of engagement.

Building trust relies on authenticity and transparency. Consumers need to be assured that the content they are seeing is genuine, and originating from people with a ‘passionate, emotional attachment with a brand’.

So who are these people?

Wearisma’s research included looking at the essential attributes of successful brand advocates. It revealed a demand for advocates who are passionate about the brand and will provide honest reviews – including negative ones. They need to be genuine, knowledgeable users of the products, and to be transparent about their other interests and partnerships.

Source: Wearisma

This transparency is particularly important when your consumers consist mainly of Gen Z and Millennials, as they tend not to be simply purchasers of a product. For these consumers, the brands they buy from reflect and are aligned with their personal core beliefs and values. So the personality and purpose of the brand is as important as the product – if not more so.

Brands who can have real conversations with the consumers, rather than always talking like a brand, tend to develop better relationships, and their consumers are more likely to move to becoming brand advocates.

Wearisma gives Ann Summers as an example of how building trust and connections with real people online has turned consumers into passionate advocates who go on to feature in brand campaigns.

3. Some dos and don’ts of a brand advocacy programme 

An affect brand advocacy campaign will enable you to leverage the power of your biggest fans, helping you to:

  • build the genuine brand love which is fast emerging as the most effective form of advertising
  • remain relevant to your online community
  • cut costs whilst driving impact

But some brands have made a few mis-steps, having failed to understand how vital a role authenticity plays.

Don’t rely on mass campaigns

Wearisma gives an example of brands who, in an attempt to build their online communities, have sent out mass DM campaigns, offering consumers discounts in exchange for their content. Whilst, on the face of it, this might seem like a perfectly reasonable idea, to today’s consumer it lacks authenticity, and may even look suspect – like a scam. This tactic lacks the personal touch which is at the centre of authentic brand advocacy. An offer in exchange for the label of ‘ambassador’, coming from a brand with which a consumer may have minimal or no prior relationship, is meaningless and may even deter people from engaging with you further.

Do nurture relationships with individuals

An effective brand advocacy strategy involves identifying the consumers who already love your brand but don’t (yet) consider themselves advocates. Whilst their reach might be smaller than a popular influencer, their impact within their own networks is likely to be greater. Plus, the chances are that their network consists of people like them – who share at least some of their values and core beliefs. So if they already love your brand, their community is already partly self-selected to love it too.

Do give something back

One of the ways to engage with your consumers and nurture them to become brand advocates is through gifting.

If these consumers are already posting positive content about you online, give them something back, as a thank-you for their support, and encourage them to share more about their relationship with your brand.

A well-thought out gifting strategy as part of your loyalty programmes, will enable you to reward the ambassadors for their authentic promotion of your brand. Wearisma’s research has shown that audiences are becoming more interested in content that highlights how brands are thanking their advocates for their loyalty, and also that 76% of people say they would be encouraged to purchase if first given a gift.

Source: Wearisma

Tiered gifting allows you to reward your advocates according to how much engagement their content generates – rewarding your highest performing fans more generously will help to further build the relationship and connections.

One way to approach tiered gifting.

  • Step 1: Design your tiers. You can have as many gifting tiers as you like, but a simple place to start might be a discount code (level 1), a sample product (level 2), and a full-size product (level 3). If you’re just starting out, begin with every advocate at level 1.
  • Step 2: Track your advocates. Once you’ve sent out rewards, you need to keep an eye on what your advocates are doing. Are they responding by posting further positive content about your brand?
  • Step 3: Monitor activity. Which advocates are creating the best performing content? You can track this with metrics like Engagements, Engagement Rate and Media Value, as well as tracking which content is driving traffic to your website and creating sales.
  • Step 4: Tier placement. Once you can see who are the top performers for your brand, you can reward them further, by moving them up a tier, then repeat steps 2 and 3. Keep rewarding everyone else at level 1 to maintain loyalty and engagement!

Summary: Why you should be considering a brand advocate strategy for your brand

Your best brand advocates will be highly active online, will have a great social reach, and will represent your company in the best way possible. They are likely to be customers, but could also be employees or partners.

The benefits for your brand will be:

  • using the power of your advocates to reach more potential consumers, both online and in-person
  • it’s a more authentic form of marketing, as your advocates are people who believe in your brand, andsupport it without being paid to do so
  • in an online world, it humanises your brand, and potential customers see it as more genuine, creating empathy, personality, and trust
  • it can create media interest – when publications see people talking about your brand, you are more likely to get your products featured
  • it’s a great way to educate people about your products or services
  • although you may need to invest a bit of money and effort in building your strategy, having a strong community of brand advocates can ultimately reduce the time and money you need to invest in marketing

You can download and read the full Wearisma report here.

If you’d like to explore how to build an effective brand advocacy programme, let’s talk.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and TikTok
  • about future digital trends for connecting with a digital customer

Order your copy from Kogan or Amazon

Find out more at: http://gordonglenister.com/