Brendan Gahan, social media specialist and founder, among other things, of the Epic Social agency, returns in an article posted on his blog on the importance of considering influencers as real business partners.
We are particularly interested in the third part of his series “The Future Of Social Advertising: The Definitive Guide” (you can find parts one and two here and here.)
In it, the author discusses the perception that brands now have influencers, and the common mistake that brands make:
Most brands have failed to fully embrace influencers in the way they have other endorsements. The overriding perception is that influencers are distributors. They’re media tactic utilized to push a message out into the world. This is a tactical mistake.”
According to him, an influencer’s communities for a single activation is not a good calculation:
Influencers are making a living via their communities and platforms. If you’re a soda brand and you pay influencer X for a single activation, what happens 6 months or one year after? What if that influencer gets a compelling offer from a competitor? What will they do if it will keep their business afloat?”
Long-term partnerships
To avoid this kind of situation, Brendan Gahan advises brands to plan long-term contracts with influencers.
Look at Nike’s Jordans brand, for example. In 2019 alone, it sold more than $3.1 billion. A huge success for Nike, which still benefits today. Now, imagine what would have happened if Nike asked Michael Jordan to wear their shoes for only one game. Where would the brand be today?”
As an example, the expert also presents an image with the caption “If Jordan was an influencer”.
The idea presented here is that if, at the time, the sportsman had accepted unique activations, as an influencer could do today, the mythical logo of the Jordans brand could have found itself on many brands like Adidas, Reebok, Converse or Puma, as seen here.
Result?
The fact that an influencer takes several deals will eventually dilute their own influence, but also that of the brands with which they work “, the expert adds.
Brands innovate
The second part of the article presents in more detail different brands that have decided to offer long-term contracts to influencers.
The author presents for example the recent contract between the Adidas brand and Ninja, professional streamer (especially on the game Fortnite).
The brand confirmed to have signed a contract of several years with the player. A type of contract “so far reserved for athletes,” says Brendan Gahan.
For your information, the first pair of Adidas + Ninja shoes was sold…in 40 minutes.
The author continues and presents other examples of recent deals, such as that of PewDiePie with a brand of energy drinks or that of Ryan Kaji, a 9-year-old Texan with a chain of American toy stores.
Campaigns that have all been very successful since their respective launches.
Finally, he adds:
I’ve seen the power of influencers when they’re excited and invested in something. The average Facebook branded video is watched 4.57 seconds. Influencers are able to generate views in the 10’s of minutes, with retention rates averaging 80%.”
According to him, parasocial bonds between influencers and their brands is a very powerful thing. In this regard, he thinks that “this isn’t something that is going to slow down, it’s only going to increase.”
Brands must find the courage to trust influencers, to see them as partners and not only as distributors. If they fail to do so, these influencers will soon grow brands rivaling their own.”
A trend that we are seeing increasingly emerging, and that he also mentions in his article that you can find here.
