solution

Consumer’s behaviour is getting harder to predict, which is why
I think brands are now turning to social media influencers to drive
branded content directly with their own audience. Brands are
looking to target influencers with high engagement levels as a
measurement of trust, where two-way communication is high, allowing
for greater insight into the target audience. Partnerships between
brands and influencers allows both to drive content and engage
directly with customers who have similar personas to those they are
targeting.

Potential challenges that brands may need to think
about:

– No set pricing structure as influencers set their own worth
based on experience, number of followers and engagement
levels

– Declaration of paid advertisements for influencers

– Control over content being shared by influencers and does this
align with branding values and strategy

I believe this trend will become increasingly prevalent within
business’ marketing plans, as we can gain a deeper understanding of
our customers through two-way, trusted communication with selected
brand ambassadors. Brands will potentially miss the opportunity to
communicate with new unidentified customer groups, where those that
do will reach customers on a deeper emotional level more so than
traditional one-way marketing.

Do you think it is a sustainable style of marketing ?
What are you opinions and potential pros and cons ?