Part 1 of 2: More Than Just A Pretty Face
When I scroll through Instagram and flick through my favourite influencer’s latest posts, I would be lying if I said I didn’t experience a touch of ‘Insta-envy’. The grass is always greener and when we look at beautiful people doing beautiful things in beautiful places, it’s only natural to wonder how they’re managing to ‘live the dream’ while we’re plugging away at our desks and working tirelessly through our to-do lists.
However, while their lifestyle may look idyllic and stress-free, not to mention the epitome of wanderlust and fashion/family/friend goals, we should never underestimate this powerful new force in the marketing world, or how savvy and hard-working influencers are when it comes to achieving client objectives and delivering measurable results.
Many PR professionals and companies scorn the influencer trend because they are failing to recognise these individuals as the highly commanding and authoritative voices that they represent in today’s communication world. For consumers, influencers are trusted reviewers, lifestyle coaches, motivational speakers and lifestyle gurus all rolled into one. As online traffic increases and competition between companies intensifies, these individuals offer brands the chance to distinguish themselves from the white noise and reach their audiences in a meaningful way that really does inspire action.
With each influencer comes a niche following that could be perfectly aligned with your company’s target audience. Rather than a blanket approach to communication, this offers a targeted approach that speaks directly to the people who are just waiting for your product or service to come along. Carefully matching influencers to brands is an incredibly important part of a successful influencer campaign for this reason, involving in-depth research and a careful assessment of the influencer’s relevance to your business objectives.
At C&B, our See & Be division is dedicated to finding the perfect match between influencer and brand, and then designing, implementing, tracking and monitoring comprehensive influencer communication campaigns in line with brand goals. Through experience, we have discovered that more than just a pretty face, influencers are discerning, creative and conscientious individuals whose work has a real and quantifiable impact for our clients, which I’ll be demonstrating with a specific case study in the next part of my blog.
Joyce Mourad is the Senior Account Executive of Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across the MENA. | www.cbpr.me