How Brands Should Work With Influencers

July 23, 2019 - by Blog

So far, 2019, as predicted, has been the year of Influencer marketing. It is still a relatively new area of the marketing industry which is seeing rapid growth and innovation. However, some brands and campaigns have been hitting the headlines for all the wrong reasons like fake ‘surprise’ engagements, fake followers (reality TV contestants) and product placement gone wrong (a certain mouthwash brand).

Anyone who tells you they’ve got influencer marketing all sussed out is lying to you. But that said, we should be sure that the key to successful influencer marketing is based on authenticity.

At the heart of some of the negative issues around influencers is authenticity. There is still most definitely a place for influencers in PR and Social Marketing (this is backed up by data) but we must work hard to ensure they are used effectively and used to drive genuine conversations; thus increasing engagement with the correct audiences and with tailored campaigns.

With the average gen Z person spending, on average, 15.4 hours a week on their mobile phones, this makes it very possible that the majority of interactions a Gen Z shopper may have with a brand is on social media, via an influencer. In today’s digital world, social content creators with niche audiences can offer incredible value to brands.

As marketers, we must invest time in selecting the right influencers for the right campaigns, as opposed to buying up personalities based on their number of followers. You’re probably reading this, thinking: “Everyone says this, what’s new?” But you’d be amazed how many – even quite developed brands – are basing their influencer strategy on followers alone.

When we sell anything, the accepted wisdom is to focus on your customer. So it’s no surprise that the end consumer must be kept at the heart of the journey.

Who is your customer? How do they interact? Who do they admire? These are all questions we need to answer. Given how diverse fitness can be, fitness influencers used by brands can be from an incredibly narrow group of people. There are calls for a greater show of diversity in marketing campaigns across a range of industries, with a recent study by Benefit Cosmetics, showing that 51% of people want to see companies working with a wider mix of people who look like them and reflect their personal values. We recently worked on the Diversity in Cycling report which highlighted the need to consider representation in cycling as a participation sport.

As an agency, we work hard to identify influencers that truly align with us; not only in audience reach but also character and creativity. This allows us to use influencer marketing in the way it always intended to be – a truly authentic brand/influencer partnership with the ability to extend beyond a single post into a long-term, reciprocal partnership producing on-brand and engaging content.

Here at Fusion Media, we have built a team of credible, authentic ambassadors and content creators who we are proud to work with, and who always deliver for the brands, campaigns and events that they are involved with.

You can see the group of influencers that we regularly work with here.

For more information on working with any of our talent, please get in touch via talent@fusion-media.co.uk

About author
Adam Tranter
Adam Tranter

Adam founded Fusion Media in 2007 from a passion for cycling and the media. Over the last ten years, he has successfully grown the company to lead the way in communicating cycling and endurance sport to the mainstream. Adam was a former racing cyclist and has also worked as a freelance journalist, contributing to cycling and national publications, including BBC News during London 2012. He is passionate about getting more people on bikes.

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