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Advertising Influencer Marketing

Effective Influences: Marketers - your audience is craving sponsored content blended with creativity

Social Circle

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March 7, 2017 | 5 min read

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When considering an influencer marketing campaign across social media, it’s easy to fall into the system of beliefs that apply to traditional media campaigns - that the content must have a wide appeal, it must be blatant, commercial, and self-assured. However, when it comes to working with influencers in this highly flexible format, it is important to keep some key factors in mind.

Social Circle

Your audience is craving sponsored content blended with creativity

Advertising in collaboration with an influencer is incredibly different from traditional media advertising in so many ways - and it is becoming increasingly apparent that it is different from the traditional celebrity endorsement model as well. The level of trust placed upon social influencers by their audience has a different weight to it than for a Hollywood celebrity. For them, there is still a certain elusiveness that adds intrigue, even with the increasing usage of social media. But for native social influencers, their brand is built on reliability and trust, with almost everybody having the same humble beginnings - a teenager talking to a camera in a bedroom.

With that in mind, while it may make sense to give a pop star a bottle of Coke and feed her lines, it simply would be disastrous to take the same approach for an influencer.

YouTube audiences are the quickest to cry ‘Sell Out!’ - influencers are allowed to make money from their platforms, but only as long as they are being genuine. There is an unwritten rule that no matter how much money is being offered, you must only take on endorsements for products which you genuinely believe in and use yourself.

However, the fact of the matter is, for the vast majority of up-and-coming youtubers, ad revenue is simply not enough to make a living from. In order to make YouTube a part time, or even a full time endeavour, it is essential that they capitalise on the branded opportunities which are sent their way. And generally, their viewers don’t mind this - as long as the creator is honest with them, and incorporates the brand in a creative and natural way, the benefits suit everybody - the viewers get to continue watching the creator’s content for free, and the creator gets to continue turning their passion into a job.

In the UK, there is legislation that asks all online content creators to disclose their branded content - bringing it in-line with the existing non-broadcast media rules. This ruling made quite an impact on the creator community when it was announced, however now, most are familiar with the rules and abide by them.

However, we are still yet to see clear legislation outlined and enforced in other countries, creating a potential unfair disadvantage to British creators - many are concerned that simply titling your video with ‘AD’ like the legislation suggests, is off-putting to viewers, and can limit a video’s performance.

But the truth is, branded content doesn’t scare people. As long as the creative suits the channel down to a T, it really doesn’t matter if it’s an ad or not.

Take our work with Fleur De Force for example.

Here are some of the comments which she received:

Social Circle

There is nothing more incredible to hear both as a creator and as a brand that the video is the perfect example of a brand integration. She is not too pushy or commercial, because it simply does not make sense to be that way on YouTube to her audience which sees her as their best friend, big sister, a member of their family. Instead, she is natural, transparent, and best of all, doing something which is meaningful to both her and her audience. The product adds to the experience more than if she were to do it without its’ involvement.

Our work with Dodie for Chupa Chups is also notable:

Here are some of the comments which she received:

Social Circle

She does not hide from the sponsorship - she makes the product an intrinsic part of the video, and the key point for the creative’s inspiration. She is transparent and proud of the brand incorporation.

Overall, it’s simple - work with the influencer, and really embrace the nature of the collaboration. Be flexible - allow them to take the wheel in terms of creative direction - in the end, the main eyes for the campaign will be the ones which are already dedicated to the influencer, and after all, who would know them better?

Beckii Flint, Creator Liaison, Social Circle

Telephone: +44 (0)20 7748 9237

Email: hello@socialcircle.media

Web address: socialcircle.media

Twitter: @SocialCircle_ @beckiicruel

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