Megas, Macros, Micros and Nanos: How should brands identify the right influencers for their goals?
Thursday 17th June 2021
3pm BST, 10am EST
As influencer marketing budgets continue to increase year-on-year, the variety of partnerships in which talent are used to drive results is only set to accelerate in breadth, extending far beyond the traditional influencer advertising model. Storytelling, values and creativity are key considerations for identifying influencers that resonate with targeted audiences and drive advocacy, and the emphasis on recognising these nuanced values is only set to increase.
However, rather than defining influencers via cultural, social, demographic and psychographic motivators, when identifying the right talent to work with, creators are instead still often validated by reach. But is the industry as a whole, really making the most of the true opportunities that creators can offer and optimising the potential to drive resonance and advocacy?
In this session, we will explore:
- Best practice on audience segmentation and how to target these groups with influencer marketing campaigns
- Building diverse influencer marketing strategies that speak to audience segments accordingly
- Influencing without imagery: How the increased use of audio-based content via podcasts and Clubhouse will rely on a deeper level of values to resonate truly with audiences
- Techniques used to measure and evaluate the true ROI across the breadth of influencers and campaigns on offer