influencer marketing tactic
influencer marketing tactic

Influencer marketing has drastically shifted throughout the last few months, as the pandemic has made businesses rapidly change their campaigns and expectations. These days, plenty of marketers are heavily leaning into content creators, who were already working from home to create high-quality, engaging content for the public.

That’s what’s made influencer marketing an especially popular tool this year, with many businesses putting their faith into influencer campaigns and reaping plenty of the benefits they provide.

As the influencer marketing industry is still growing and diversifying, marketing budgets are largely redirected towards online campaigns while still developing creative efforts in the right direction.

This year, we saw plenty of consumers take a lot of interest in brands who took a stand on different social or diversity issues in their brand marketing campaigns. That’s why businesses should look over any blind spots, redirect their marketing strategies to make up for any past mistakes or issues, and go further than having a handful of token people of color who promote the company.

Brands have increasingly started looking into influencers who offer personalization in their interactions with audiences in recent times. It’s now more important than ever for businesses to make sure they’re reaching the right target audiences and delivering targeted and personalized messages at the right time, instead of sending out a single generic brand message to every potential viewer. The best way to go about this is to work with different influencers who are very authentic with their audiences and incorporate their efforts into marketing campaigns.

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In the past couple of years, podcasts have been on the rise, and now, more than ever, brands should be capitalizing on that popularity and investing in podcast advertising. The hosts of podcasts have a strong connection with their audience and easily build large communities of invested listeners. These audiences will only grow in the future, which makes them an ideal way for brands to market to them.

The biggest social media platforms have already started introducing smart tools for influencers to drive sales, and those tools are only getting smarter. With retail stores around the world remaining closed, businesses have had to shift to digital platforms to make sure they’re reaching their target audiences in authentic ways and get sales. This means that influencers will be turned towards social selling even more, with social media platforms like Instagram introducing in-app purchases and other tools that have blurred the lines between shopping and scrolling.

In the past few months, social media platforms have released about 100 new features to their users, all to improve their e-commerce functionality, and social media influencers have been taking advantage of all those features. Brands should be following suit and embracing both these platforms and their features, such as short TikTok videos or Instagram Reels, who are getting more and more attention from the public and target audiences across many industries.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.