After the success of Elevate’s Insta Live series on the New PR Toolkit, we’re back again with a new series – The Influencer Toolkit. In the first episode, Elevate’s Emma Kelly and Claire Feely discuss the fast-changing influencer sector and the latest trends, and give advice on how brands should work with influencers. Whether influencer gifting campaigns or paid collaborations are part of your influencer strategy, this episode is worth a watch. Here are some key trends –
Make Content Funny
Humour became an important social media trend during the pandemic, with light entertainment a welcome distraction from the Covid news cycle. We saw new names emerge on TikTok and Instagram, using comedy as their unique selling point. Elevate worked with James Patrice as Malahide Woman for Alpro’s ‘My Cuppa’ campaign, bringing comedy into the world of plant-based milk.
Consumers Want Health Hacks
Health and wellbeing were another growth area. Medical professionals began to use their social platforms to reach new audiences when Ireland was in lockdown. We worked with Dr Doireann O’Leary for JYSK to promote its sleep category and to educate people on the importance of sleep.
Tracking and Measurement
Discount codes and trackable links have become a more important tool. For influencers it gives their followers an exclusive offer and for clients it helps track clicks and sales directly. We have used them for influencer campaigns for Lily O’Brien’s, Kildare Village, and Regatta.
Automation is Coming
New tools are emerging for selecting and monitoring influencers and their analytics. These tools make recommendations on spend based on similar influencers, they measure a ROI as well as give real time information on campaigns.
As the industry continues to evolve, image usage and rights have become more important, influencer campaigns are expensive in time and on client budgets.
The gap between micro and macro influencers is growing – brands now have a choice over whether they want to use someone with a large following and wider reach, or a smaller following but more engaged audience.
Traditional Media is Different
There is a move to keeping traditional print and broadcast media separate from influencers at events, as their requirements are very different. It’s more about ensuring that the event satisfies their requirements than separation, but this is definitely a growing trend.
Watch the full episode here.
Stay tuned next week to hear our host Emma Kelly chat to interiors influencer and House & Homes editor Ciara Elliott on Thursday 9th December at 3pm.