As Facebook attempts to clamp down on organic reach and a flurry of IPO’s force social media companies to think about their own bottom lines, marketers now seem to be getting cornered into buying more and more ads. In this environment, earned media increasingly starts to seem like a desperate and eventually futile attempt to keep engagement levels above water.
But not to be discouraged, as earned media will continue to stay relevant, and the reason behind that will almost certainly be due to influencers. In fact, the influencer market may soon be experiencing a total renaissance. And here’s why:
A social media influencer tends to be an expert on any given topic, who over time accumulates an engaged fan base that most importantly trusts them. The process of reaching out to these influencers involves a heck of a lot of research, and it’s something that our Konnect Interactive social media team is constantly on the lookout for. Once you’ve found yourself an influencer that fits the bill, you have to establish a relationship with them, which often requires a certain kind of finesse as well.
So how exactly will this process experience a rebirth?
It can be summed up in two simple words, Influencer Networks, or searchable databases that connect and match marketers with influencers in a more seamless, one-stop shop type of experience. Naturally, the success of these networks will hinge upon having considerable databases of both influencers and marketers to work with, but their success will also invariably depend on just how searchable and intuitive their interfaces will be.
Currently in the market, there are many variations of these types of networks available, some paid and others offering their narrow service for free. But connecting marketers and influencer’s remains to be a time-consuming, often expensive challenge for those trying to drive engagement to their social media pages.
So if necessity is the mother of all invention, and social media companies continue to try and milk every ad dollar they can, then we should expect to see some drastic developments in the influencer-marketer landscape in the months and years to come. And that would be a good thing!
Thanks for tuning in.
Tamir @ Konnect Interactive