Nature Influencer has always been an important element of marketing campaigns, so many businesses are always looking for ways to leverage it effectively to help achieve their goals. Also because of this, it unexpectedly makes Influencer Marketing as popular as it is now. However, the huge explosion of social media platforms as well as many celebrities abusing their influence over the past decade have caused Influencer Marketing – basically in a recession phase.
Traditional marketing influencer lacks credibility – nature Influencer
It can be said that this is the main reason influencing Influencer Marketing when this field has become too saturated and always surrounded by a series of serious scandals as well as the spread of reports about behavioral cheat. Is it the fact that a reality TV star accidentally uploads the instructions from the brand for the ad, or a social media influencer who admits to being himself is just a CGI robots, or even brands like Payless cheat Influencers to pay $ 640 for a pair of shoes for only $ 20 and many similar “scams” like that.
That’s not to mention countless reports about many influencers who have paid to buy fake Follower to help them increase the engagement rate for posts. In fact, a report from CNBC indicated that fake Follower will cost brands $ 1.3 billion for Influencer Marketing campaigns this year. Obviously, these incidents have resulted in a decline in consumer confidence, with only about 4% of users now believing what influencers say online. Trust factor is an important foundation for creating credibility, thereby increasing influence, so the lack of it will be an alarm for Influencer Marketing in the future.
Real users will make real impact – Nature Influencer
If traditional Influencers can help the brand attract attention in the right purpose, it is not enough to stimulate users to buy because Influencer is now no longer the most influential people on social networks. A recent Stackla study showed that a person is 9.8 times more likely to make a purchase when they see posts from acquaintances on social networks instead of posts from traditional influencers.
79% of people surveyed said that user-generated content has a big impact on their purchasing decisions, while only 8% of candidates are affected by influences created by Influencer. Even when comparing the interaction index on the post, the number of traditional influencers is gradually decreasing – research shows that the larger the number of followers of an Influencer is, the lower the average interaction rate per post. In contrast, posts from everyday users attract a higher level of interaction, because it is considered to be more authentic as well as more affecting people’s buying decisions.
As can be seen from the above figures, the future trend of Influencer Marketing will turn to not only Micro-Influencers but also Nature Influencer (Organic Influencer). It’s natural to understand that influencers are people who actually bought your product or used your service and created content about your brand – they are the ones who truly support your brand. Maybe they have 5000 Followers on Instagram, or maybe just 50 but the number of followers on their social networks is not as important as they really care, support and create content to promote your brand.
>>> Read more: “Beginner” lesson on Celebrity, Macro-Influencer and Micro-Influencer
The quality of content you want must go hand in hand with the amount of content you need
One of the reasons why Influencer Marketing is so popular with marketers is because they need content. But not ordinary content, they need good quality content that is relevant to the brand, and needs to be as authentic as possible, so social media influencer is the most appropriate choice.
The generation of consumers now prioritizes authentic content (Source: Guidex Pro)
The only thing is, from the moment the brand paid the Influencer for the content, it lost its inherent authenticity. Influencers will usually only create and share a small number of photos per campaign. With nature Influencer, brands do not need to pay, they actively receive brand promotion content, so it does not lose the authenticity. However, these people do not always create content that is right for the needs that your brand is looking for. So, create your own natural Influencer community and engage them, which not only helps the brand interact 1: 1 with them but also proactively provides form guidance about content that your brand needs nature Influencers upload.
For example, you can ask in advance influencers who naturally post pictures of winter themes to cater for the upcoming Christmas campaign. If you want them to introduce a specific product or want them to take a selfie with the product, just ask in advance and provide illustrative examples that your brand needs to follow. It can be said that a lot of people want to post content about their favorite brands and from there your brand will get content that both quality and retention of authenticity – just remember to use such content legally. A Stackla study has also shown that more than half of users will continue to interact or buy products from a brand that uses and reshares their pictures for their marketing campaign.
Do not just rely on social media alone – nature Influencer
One of the important issues of Influencer Marketing that many brands often overlook is that they do not own the Influencer content. Unless it was agreed in advance during the contract negotiations, brands would not normally have the rights to the content they paid an influencer to create – just as they could not use it to post to platforms other than where Influencer originally posted. Understandably, if a brand wants to use Influencer content to change or repost on their social media channels, they need to be licensed or copyrighted for that content from Influencer at different cost.
Nature Influencer is now much more effective than traditional Influencer (Source: neoreach.com)
In today’s multi-channel marketing environment, where 63% of marketers feel the pressure to continually generate large volumes of content at high frequency, this is not a sustainable marketing strategy. Understandably, marketers today are facing a shortage of content when every new channel, every customer file, whether medium or niche, requires an identifier, a type of content. This is what makes reusable content more important than ever.
Now instead of paying for a single post from the traditional Instagram influencer on Instagram, the brand will target its natural influencers. These influencers will continually create content in large numbers and the brand itself is allowed to use these contents more easily. When brands are authorized to use content from the natural influencer, they can easily expand the scope and impact of that content by posting it on all of their marketing channels. Content from natural influencers can help a brand increase conversion metrics, not just as much attention as traditional influencers.
>>> See more: 5 elements of Influencer attract Millennials and Gen Z
Conclusion
It can be seen that the Influencer Marketing trend has changed a lot in the past when now the largest consumer group, Millennials and Gen Z, puts authenticity first when choosing a brand, and faith in Influencer. Their tradition has diminished but shifted to natural Influencer. Thanks to the development of technology and social networks, loyal customers can now become the best content creators for a brand. In the future, if a brand can apply a natural Influencer strategy to their marketing plan, it will not only help the brand build a loyal customer base but also continually create internal high-quality content, attracting more new users by the authenticity inherent.
Tuan Anh – MarketingAI
According to Socialmediatoday