Influencer marketing has become a major tool for businesses as part of marketing strategies to help reach and engage target audiences and convey key brand messages.
In recent years, we’ve seen this develop to now be utilised as a tool to drive awareness of some of the most well-known events across the world, such as The Met Gala and Coachella. Months of preparation and planning go into pulling these events off and the brands that attend utilise influencers to showcase their presence.
Here are just a few takeaways from these major events that can be applied to working with influencers.
Make sure you choose the right influencers
Ensuring you select the right match is really important. Any household name can pair up with an influencer but if it isn’t the right fit then the authenticity is lost, and the campaign won’t work.
For instance, major brands aligning themselves with individuals who fit their image at The Met Gala brand invite individuals who fit their aesthetics. Brands such as Guess and Poosh who want to appeal to a younger demographic invite the most relevant and popular influencers for young females, such as Alix Earle.
When selecting individuals to represent and showcase your brand always be authentic. If you pick someone solely based off their popularity and not if they hold up your values it could anger the trusted audience you already hold.
In previous Met Galas, some brands brought influencers such as James Charles and Addison Rae which was met with backlash after many people held the idea that they didn’t deserve to be there. Unlike fellow influencer Emma Chamberlain whose attendance is very popular and her Vogue interviews are well received. This highlights the importance of understanding your audience and what they value.
Make sure the influencers add value
Enhancing the value of social media is crucial in the modern world. Influencers and notable people can open the door to a style of content you alone as a brand can’t create yourselves such as reviews, get ready with me, and vlog content. All of these give off a much more authentic and human feel to them than in comparison to content directly created by the brand itself.
For instance, many individuals have their getting ready process features on Vogue’s YouTube channel or vlog and create TikToks about the process, such as Ashley Graham when getting ready for this year’s Met.
But remember – you must ensure that they create the type of content your audience engages with, there is no point getting a well known TikToker if that isn’t where your audience is.
We have seen this dominate the type of influencers these brands work with, when YouTube was the main platform, Coachella was packed with YouTubers yet with the rise of TikTok, YotTubers have largely been de throned for the top picks.
Pick a trusted influencer
Picking a trusted influencer who audiences listen to is important from an engagement perspective. Highly respected and beloved influencers at the moment include Monet Mitchell who went with Kourtney Kardashians brand, Poosh, to Coachella. Her fans love her and her relatable content leading to a trusted opinion.
Some influencers have a negative reputation that can damage your brand too by association such as, makeup TikToker Mikayla Nogueira whose reputation and opinion have been under scrutiny after saying things for the money that contradict her authentic opinion. Yes, many influencers are paid but must always remain believable and relatable.
Know your target audience
Look at where your target demographic is and who they engage with and want to see. Brands at the Met Gala, are bringing relevant people who they know are in the public eye at the moment such as Pedro Pascal, Doja Cat, and Jenna Oretag all making their Met Gala debut after a great year for their work. They are being viewed and well received by certain demographics and the brand knows that this will draw in individuals they want to be seen by.
Always be specific when selecting your influencers, not all women aged 25-30 are the same, one influencer might be heavily into sports and the other fashion. Always look into the specifics of who you want.
Make wise investments
Investing in certain influencers has to pay off for you. Purchasing a table at the Met Gala can set brands back £300,000 and brands spend an eyewatering amount renting villas that they deck out to take these influencers to the festival. But why bother?
Brands know that the prices of this will be made back with the worth of the reach, coverage, and engagement that these events get every year. Of course, for the smaller brands it’s slightly different but knowing if this influencer is worth the investment is key, will their content benefit you and your brand? Always answer this question.
Influencer marketing isn’t just for the big-name brands attending worldwide events. Brands of all sizes can still take inspiration from these key learnings and apply to strategies.
We work with a variety of brands on their influencer marketing, helping them to expand brand awareness, prompt purchase and create engaging content. Get in touch today to find out how we could help you. Call us on 0113 430 4160 or drop us an email: hello@prohibitionpr.co.uk
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